ITB China Travel Trends Report: Cultural tourism top choice of Chinese travelers

Α Decrease font Enlarge font
ITB China Travel Trends Report: Cultural tourism top choice of Chinese travelersChinese travel agents are now seeing the fastest growth rate in culture travel, with 62% of the respondents reporting an expected growth of 30% or more over the next three years

Culture travel is fast catching up on other travel trends in China’s outbound travel market, according to the ITB China Travel Trends Report, ttrweekly.com notes in a recent article.

As ITB China opened for business on Wednesday, the Travel Trend Report recorded Chinese travel agents are now seeing the fastest growth rate in culture travel, with 62% of the respondents reporting an expected growth of 30% or more over the next three years.

Local experience programmes and scenery are what travellers prefer most about when going on a culture trip, according to the surveyed travel agents.

At the core of this theme is a desire to experience the local culture of a destination and to understand it better by learning more about its history and its customs.

This can be either through cultural institutions such as museums, through immersion in the local culture, or by attending cultural events.

Culture travel is also the theme for which travellers, according to survey respondents, show the highest willingness to pay.

The ITB China Travel Trends Report was created in cooperation with the international consulting and research company Kairos Future and presented at ITB China, which is being held in Shanghai until 17 May.

The stories of a place are important to inspire cultural travellers but equally significant are films, history books, food, or some other experience that connects culturally to a destination.

Aside from museums and other traditional institutions, more immersive travel products are gaining popularity and the demand for different cultural experiences is becoming increasingly diverse in the China outbound travel market.

Many of today’s Chinese travellers visiting Europe, for example, are eager to experience local wine culture through visiting wineries and to sample and learn about the local cuisine.

Typically older travellers who are interested in culture face a language obstacle when traveling overseas.

Chinese-speaking guides will continue to be in demand but there are calls for upgraded content that can be provided by local experts and ‘opinion leaders’ at the destinations – preferably Chinese-speaking.

Just like for sports trips, events are important also for culture travel. Three types of seasonal events were highlighted by the interviewed experts.

 Art and music festivals represent one option, such as the Mozart Week in Salzburg.  Another type is food-and-drinks-related, with Munich’s Oktoberfest as the prime example. Finally, local festivals connected to local or national holidays – such as the Running of the Bulls during the San Fermín festival in Pamplona, Spain.

RELATED TOPICS: GreeceGreek tourism newsTourism in GreeceGreek islandsHotels in GreeceTravel to GreeceGreek destinations Greek travel marketGreek tourism statisticsGreek tourism report

 

Tornos
  1. 19/09 21:23

    Greek language classes and book clubs at UCLA Stavros Niarchos Center

  2. 19/09 21:05

    MG&E CEO reiterates casino operator's interest in Helleniko license in Greece

  3. 19/09 21:03

    Commission approves plan to protect Greek primary residences from loan default

  4. 19/09 20:07

    Media: DEPA the first energy company to be privatized in Greece

  5. 19/09 19:42

    Greek Tourism minister and U.S. Ambassador discuss cooperation in sector

  6. 19/09 17:28

    Attica Regional Governor meets counterpart of Chinese Guizhou Province

  7. 19/09 15:00

    Aristotle University of Thessaloniki's central library shows rare exhibits

  8. 19/09 13:49

    L+R Hotels: Career Development initiative with “Fast Track” program

  9. 19/09 11:37

    Passenger traffic in Greek airports soars by 4.9% in January-August 2019

  10. 18/09 21:39

    Competitiveness of Austrian aviation critical for jobs and prosperity

  11. 18/09 21:34

    Greek telecom OTE's 500 million bond coupon at historic lows of 0.875%

  12. 18/09 21:24

    25th Athens International Film Festival between September 18-29

  13. 18/09 19:41

    Greek Tourism Minister: Promotion of Kaiafa thermal springs and more tourists to Ancient Olympia

  14. 18/09 17:17

    ETOA stresses visitor economy value and risk of tourism taxes in Europe

  15. 18/09 15:50

    Travelhorizons: Americans increasingly seek cultural experiences abroad

  16. 18/09 13:02

    Shipping Minister presents framework for limited-traffic ferry routes in Greece

  17. 17/09 22:02

    Greek Culture Minister slams British Museum over Elgin Marbles

  18. 17/09 15:57

    Prime Minister briefed on restoration work at Ancient Greek theatre of Dodoni

  19. 17/09 15:52

    Greek Ministers taking part in Tallinn Digital Summit 2019

  20. 17/09 15:26

    New ABTA campaign aims to maintain customer confidence despite Brexit

  21. 17/09 15:02

    Tourism: TripAdvisor stops over 1m fake reviews, enforces penalties on 35k firms

  22. 17/09 14:49

    Athens appoints its first female Ambassador to Cyprus

  23. 17/09 13:42

    5th Panhellenic Conference of Hellenic Thermal Medicine Academy on Oct. 11-13

  24. 17/09 12:57

    Ambassador Pyatt: U.S. decisive factor in transforming energy landscape in Greece

  25. 17/09 10:04

    No ferry service in Greece next Tuesday due to 24h strike

  26. 16/09 21:46

    WWF urges Greek hotels and customers to stop food waste

  27. 16/09 15:33

    Expedia launches new podcast: "Out Travel The System"

  28. 16/09 15:29

    Greek Prime Minister Mitsotakis to meet US President Trump on September 24

  29. 16/09 15:18

    Greek state records primary surplus of €2.9 billion in January-August

  30. 16/09 14:39

    'Silk in Ancient Greece and its Resonance' event in Athens on September 19

  31. 16/09 14:27

    US gambling giants Mohegan and Hard Rock bid for Hellenikon casino in Greece

  32. 16/09 14:16

    Deputy Finance Minister: Greece will attain 3.5% primary surplus target in 2019

  33. 15/09 21:38

    UNWTO and Globalia launch 2nd Global Tourism Start-up Competition

  34. 15/09 20:31

    23rd UNWTO General Assembly: Tourism has ‘life-changing potential’

  35. 14/09 20:09

    Eminent Greek poet Nanos Valaoritis passes away at 98 (video)

  36. 13/09 22:16

    New Greek government to sell 30% share of Athens’ Airport

  37. 13/09 22:12

    Morocco wins vote to host World Tourism Organization General Assembly in 2021

  38. 13/09 22:12

    Show opening: Romaniote Memories, a Jewish trip from Ioannina to NYC

  39. 13/09 22:06

    Israeli kayakers rescued on island hop by Greek Coast Guard

  40. 13/09 22:05

    U.S. Ambassador visits works at northern Greek port of Alexandroupolis

  41. 13/09 21:30

    Space Tourism: Greek astronomer finds water vapour on ‘life friendly’ planet

  42. 13/09 21:25

    Strong winds keep ferries docked at Piraeus and Lavrion ports in Greece

  43. 13/09 21:13

    Woman arrested at Athens Airport with dozens of stolen passports

  44. 13/09 20:39

    Micro μFestival: Greek short films travel around the planet

  45. 13/09 20:25

    Classical-era shipwreck at Peristera off Alonisos island accessible from next summer

  46. 13/09 19:48

    Swedish interest in cooperation with Greece on medical tourism

  47. 13/09 01:11

    ESM: Stronger growth and lower interest rates can lead to lower surplus targets

  48. 13/09 00:55

    Greek President: Refusal to return Elgin Marbles 'offends British culture and history'

  49. 13/09 00:40

    Prime Minister stresses will to speed up asset development in Greece

  50. 13/09 00:15

    Bankruptcies set for 8% decrease in Greece during 2019

  51. 13/09 00:07

    Interest for unfinished commercial high-rise in downtown Piraeus Port

  52. 13/09 00:03

    Deputy Foreign Minister meets President of the Greek Festival of Sydney

  53. 12/09 22:31

    The Hellenic Initiative Australia’s events promote Greece

  54. 12/09 22:23

    New bill foresees tighter rules for state officials and employers in Greece

  55. 12/09 22:17

    Thessaloniki ring road to be upgraded through a €300 million PPP project

  56. 12/09 20:19

    Greek unemployment rate eases to 16.9% of the workforce during Q2

  57. 12/09 17:12

    New York City Greek Film Festival to run between October 17-23

  58. 12/09 14:58

    Revenues and visitors to Greek museums and sites rise in May 2019

  59. 12/09 12:50

    IMF: High primary surplus targets a drag Greece's economic recovery

  60. 12/09 00:15

    Real estate: Another setback for Greece’s lagging land registry

  61. 11/09 23:05

    Just 26% of properties in Greece registered with national cadastre yet

  62. 11/09 22:46

    Niketown SoHo goes Greek to honour of NBA’s MVP Giannis Antetokounmpo

  63. 11/09 22:33

    Greek exports rebound in July 2018 posting a 7.2% increase

  64. 11/09 22:32

    Opinion poll: 'Honeymoon' period continues for new Greek government

  65. 11/09 21:28

    Greek government approves 'immediate action' to sell 30% stake in Athens airport

  66. 11/09 20:20

    UNWTO General Assembly opens with sustainability and innovation top of the agenda

  67. 11/09 19:41

    Greek FinMin to raise early repayment of IMF loans at Eurogroup

  68. 11/09 17:08

    Piraeus Bank supports €650 million infrastructure investment programme

  69. 11/09 13:41

    Greece and Bulgaria strengthen strategic partnership at bilateral and regional level

  70. 11/09 11:58

    Aegean Regatta will return to the Greek islands of the Dodecanese in 2020

  71. 10/09 23:53

    European Bank for Reconstruction and Development to open office in Thessaloniki

  72. 10/09 23:39

    Survey: Greek hotels continue to rate higher compared to competitor countries

  73. 10/09 21:28

    IATA urges dialogue between government and industry in Panamá

  74. 10/09 20:00

    Greek MEP wants European Union to revitalize its museums

  75. 10/09 15:53

    Atlas Obscura’s hidden world wonders now available on Airbnb

  76. 10/09 15:28

    Prime Minister: Greece to submit request on early IMF loan repayment this week

  77. 10/09 15:22

    Planet Jupiter’s recently discovered moons receive Ancient Greek names

  78. 10/09 13:30

    Psarotherma hot springs on Greek island of Samothrace recognised as therapeutic

  79. 10/09 01:15

    San Sebastian clinches UNWTO Award for Sustainability and Governance

  80. 09/09 23:05

    Show on rare Trebizond Alexander Romance Codex in Greek city of Thessaloniki

  81. 09/09 22:45

    Athens University opens its botanical garden to residents and tourists

  82. 09/09 22:30

    Slowing global air passenger demand growth for July

  83. 09/09 22:26

    Ministerial proposal on Greeks Abroad postal vote ready in mid October

  84. 09/09 21:51

    Indian Group GMR eyes privatization of 23 Greek regional airports

  85. 09/09 21:27

    Rich Antiquity, Early Christian and Byzantine finds at excavation on Greek island of Kythnos

  86. 09/09 21:11

    New York Times feature on house hunting in Greek island of Crete

  87. 09/09 16:12

    Regional Governor of Attica meets Governor of Jeollanamdo Province of South Korea

  88. 09/09 14:09

    Greek PM: Crete Northern Motorway Axis, an inspiring project for the island

  89. 09/09 10:19

    Greek FM: Aegean Sea should be completely visible to authorities 24/7

  90. 09/09 01:05

    World Tourism Organization reports 4% growth in global tourism during H1 2019

  91. 09/09 00:46

    120 countries gather in Russia for World Tourism Organization General Assembly

  92. 08/09 21:33

    "Oloi Mazi Boroume" charity concert takes place in central Athens

  93. 08/09 21:15

    Indian Minister: Increasing trade with Greece to $1 billion 'a realistic target'

  94. 08/09 18:17

    Sports Tourism: Two great Greek athletes partner with Navarino challenge

  95. 08/09 16:06

    Museum of Cycladic Art Picasso show attracts over 20K visitors in two months

  96. 08/09 13:00

    Prime Minister: Greece will be the pleasant surprise in the Eurozone

  97. 08/09 11:59

    Greek Prime Minister Mitsotakis to speak in Astoria on September 25

  98. 08/09 00:06

    Religious Tourism: Feast Day of Theotokos Nativity celebrated in Greece

  99. 07/09 23:46

    Greek Orthodox Church marks century of vital work in Uganda (video)

  100. 07/09 21:18

    Study: Greece’s Golden Visa program very attractive for investors