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In 2015, 109 million Chinese traveled outside of the country

According to the German research institute GfK, China is strengthening its position as leading source of international tourists, with a volume of tourist spending estimated at 229 billion dollars in 2015.

Parallel to China's steady rise in power a a tourist source country, behavior has changed. Nearby destinations (Hong Kong, South Korea, Thailand, Japan and Taiwan) continue to be favored by travelers from continental China but more distant destinations are increasingly privileged.

Europe is at the top of the list of destinations outside the Asia-Pacific area, with a 97% increase in arrivals over the past 4 years, followed by North America and the Middle East. Africa is at the tail end of the leading pack.

Moreover, a new generation of travelers is on the rise outside the usual groups, younger and more autonomous. They already represent the majority and and will progressively demonstrate different expectations in terms of products and discoveries.

According to GfK, 50% of Chinese International travelers are in the 15-29 year age range, 40% are in the 30-44 year range and 10% are 45+. The Chinese Millennium Generation will see its revenues increase parallel to economic development and their travel budgets increased with an initial trend toward individual travel, more "adventurous" experiences, and better quality hotel services. 

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