Zhangjiajie National Forest Park, Hunan Province, China

Findings of the ITB China Travel Trends Report has revealed that China is expected to become a global driving force within the adventure travel sector.

According to the market survey result from 300 Chinese outbound travel agents, over 52% of the interviewees think Chinese travellers are willing to spend more than CNY 10,000 (USD 1,490) on each adventure trip.

A survey has also been conducted among members of the ITB China’s Buyers’ Circle and it was found that 80% of those surveyed businesses agree that adventure travel is a travel category that appeals most strongly to young Chinese born in the 1980s and 1990s. The trends report was created in collaboration with the international consulting and research company Kairos Future and will be presented at ITB China, set to take place from the 15 to 17 May 2019 in Shanghai.

Great Wall of China
Great Wall of China

The report states that trip customisation is the key for all segments of adventure travellers because uniqueness is part of what makes adventure travel attractive. Among the surveyed travel companies, almost three quarters considered customised and personalised travel experiences to be in high demand or absolutely necessary when it comes to adventure trips.

Furthermore, the most important three aspects that Chinese travellers care for in adventure travel are safety (30%), local activities (26%) and scenery (17%). Safety concerns are more common in China than internationally, as travellers are far less experienced in adventure travel.

Registration for exhibitors at ITB China 2019 can be done here, while members of the press can obtain their accreditation here.


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