Chinese tourists see more, spend more

A new breed of Chinese tourists are emerging. They're better-educated, better-off and ever more adventurous. They're also traveling more, seeing more and spending more. One of the most popular destinations for Chinese tourists these days is Thailand.

Chinese holidaymakers learn to scuba dive in Thailand. The Chinese abroad are more adventurous than ever before seeking out 5-star hotels, designer-shopping and adventure sports.

Chinese tourism to Thailand has hugely taken off. Up to 4 million visitors are expected this year. In 2012, Chinese were the world's highest-spending tourists, handing over $102 billion worldwide. In Thailand, they spend on average $160 every day - well up from the $95 a day spent just a few years ago.

Thailand works hard to bring Chinese tourists here. The Thai tourism authority has three offices in China and all extol Thailand's virtues. However in China, Thailand is still seen as a low-cost destination. The next challenge, say travel agents, is to convince holidaymakers that if they pay more for a better hotel they'll receive better service, better quality.

When they're not donning oxygen-filled helmets to walk on the sea-bed, they're hitting the shops. Just five years ago, the Chinese had only $25 to spend on holiday gifts - now it's between 100 and 155 dollars. Little wonder they're among the visitors Thailand most wants to attract.

A new breed of Chinese tourists are emerging. They're better-educated, better-off and ever more adventurous. They're also traveling more, seeing more and spending more. [Photo / cntv.cn]