Investors in search of an emerging consumer story need look no further than the remarkable growth in the scale and spending of Chinese outbound tourists.
China Confidential, a Financial Times research service, estimates that total spending by Chinese travellers on outbound trips hit Rmb3.1tn ($498bn) in 2014. Spending by Chinese tourists is now greater than total spending on household consumption of around $436bn in Indonesia and $442bn in Turkey. And this figure is even more remarkable given that the Chinese outbound tourism trend is at a relatively early stage. Although the number of Chinese outbound trips grew 20 per cent year-on-year to 117m in 2014, according to official tourism statistics, less than 6 per cent of the population hold a passport.
China Confidential’s estimate for total spending is higher than the official estimate of $200bn, which excludes spending on flights, visas and other items. But the figures are in line with those from other external sources. They closely match estimates of non-educational spending by Chinese visitors to the US, for example, by the US National Tourism Office.