Despite its size and potential, China's outbound tourism market faces growing challenges due to increasing competition and a more demanding customer base. While group tours continue to attract families, the elderly and less experienced tourists, Free and Independent Travellers (FITs), especially younger ones, are on the rise. These FITs are looking for highly personalised yet affordable services, forcing suppliers to continually innovate to meet their evolving needs.
Learning objectives
After having learnt the case, the students should be able to:
familiarize themselves with the general situation of the outbound tourism market in China;
