What: Perspectives on the type of Chinese customers coming back to international cities.

Why it is important: They will have changed by nature, and the retailers who anticipated that change will be the best placed to reap the benefits of their return.

It has been two years now that Chinese tourists have refrained from travelling internationally, due to the Covid-19 pandemic and its associated travel restrictions. According to Jing Daily this has translated into shifts in consumption, and it seems that for now, affluent customers favor online and domestic purchases over far-flung travels:

-    They are more likely to travel domestically, having formed that habit for the past 2 years and encouraged by new infrastructures (Hainan for instance),

-    They are looking for health and self-care rather than for pure retail experience,

-    They favor sustainable initiatives, and prefer extra time over money.

However, the study also mentions that, provided all boxes are ticked, they will not be averse to lavish spending.

When will Chinese tourists be back?