'Chinese tourists have been regarded as mobile ATM machines who only want to shop,' said Sophie Zhang, Senior Manager for Programs and Projects, World Tourism Cities Federation (WTCF), 'but that’s changing, they are increasingly interested in exotic customs, beautiful scenery, the environment, and landscapes.'

Given that 65% of Chinese outbound tourists have already made at least four overseas trips, Zhang said tourism operators should ask themselves four questions when marketing to Chinese tourists: Why is it important to market to Chinese tourists, What do those tourists look like, and How can they be incentivized to visit?

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