
In the recent years, China’s outbound travel market has been skyrocketing. In 2014, the number of border crossings has surpassed 110 million and the EU is also experiencing a growing influx of Chinese travelers. Trends are changing fast in China’s rapidly maturing travel market and travelers are becoming more educated and extremely tech savvy. This is especially true for the increasingly sophisticated Chinese youth, who sees travel as a way of self expression and seeks authentic experiences. The new generation of Chinese travelers are more willing to travel independently and like to rely on official online information sources, whether the purpose of the journey is leisure, study or work related.