Retail in Asia

In Sectors

Chinese travellers seek experience, not treadmill tourism

The stereotypical image of Chinese tourists abroad is of large tour groups following a guide with a red flag through sightseeing spots and shopping malls.

But all that could be about to change, as the country’s leading travel agencies attempt to replace traditional tour packages with high-end experiences.

Just on Monday, China Travel Service (CTS), a big player in the travel industry, announced it will cooperate with vacation resorts in South Korea to provide packages that appeal to well-off families, eco-golfers and winter sports enthusiasts.