Cashed-up Chinese tourists from smaller cities venture overseas
As residents of China’s lower-tier cities catch up in terms of spending power, outbound flights from smaller airports are on the rise
As Luo Jiyun explored the streets of Central Europe over the summer, the 24-year-old found himself in awe of its rich cultural heritage and how easy it was to use Chinese because of the influx of tourists.
Contrary to what his friends back home in Zhangzhou, Fujian province, had told him, the language barrier did not prove to be insurmountable.
English fluency is not as high in China’s 70 third-tier cities as in its first- and second-tier ones, where language programmes are more common, Luo explained.
“I’m from a third-tier city, and I was struck that in Europe you can find pieces of architecture that have been the same way for a hundred years, as well as relics of old wars,” he said, adding that, in contrast, inner city areas have been demolished for redevelopment across much of China.
Residents of China’s lower-tier cities like Luo have emerged as a rising force in outbound tourism, driving growth in overseas travel as they venture abroad in increasing numbers.
The growing number of travellers reflects a broader trend of continued spending among residents of lower-tier cities as those living in first- and second-tier ones tighten their budgets.
