The latest trend numbers on Chinese outbound tourists show they are spending more money on experiences and touring and less on shopping for luxury products.
Investors in search of an emerging consumer story need look no further than the remarkable growth in the scale and spending of Chinese outbound tourists.
Many travellers seeking to ditch the growing crowds of fellow countrymen and venture off the beaten track.
Wealthier travellers increasingly prioritize experiences over luxury purchases.
Financial Times article here