Roberto Coppola

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    What makes China’s millennial traveller tick?

    China’s outbound tourism market, already the largest in the world, is driving trends in luxury and leisure across the globe but, as this market continues to expand, the demographic is also changing with the millennial Chinese seeking different experiences from their parents. In 2014, Chinese outbound travellers spent a record $164 billion. By 2019 this number is expected to balloon to 174 million tourists spending $264 billion annually on outbound tourism, making understanding the preferences of the younger generation key.
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