Chinese international travel has tripled in the last 10 years to 130 million trips in 2017, with affluent, increasingly adventurous consumers setting the pace of travel retail, hotels and hospitality.

Traditional molds are changing. Singles, younger generations, and those from smaller cities are traveling, making this cohort a powerful, and moving, target. The Innovation Group’s China Outbound report helps you understand the world’s fastest-growing group of travelers and what it means for your brand.

Our report unearths the new motivations and aspirations behind Chinese travel and identifies 12 emerging types of Chinese travelers, from medical tourists to women travelers to foodies and adventure seekers. There are also filial travelers, treating their aged parents to an overseas holiday, and geopolitical travelers, who are inspired to visit places along the One Belt, One Road network of trade routes in the region.

The full report includes: