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According to joint research by ForwardKeys and the China Outbound Tourism Research Institute (COTRI), China outbound bookings for the summer are ahead 13.5%. The demand for customized travel showed a 300% growth in 2017 and this year there are currently more than120,000 new orders a month, representing a market share of almost 15%.

Europe - and particularly the UK - are the destinations most favored by the new customized travelers from China.

The new customized Chinese travelers tend to be younger than average, “money-rich and time-poor”. They’re prepared to pay more than average for the chance, for instance, to stay in a glass igloo in Finland or propose to their partner in front of the Eiffel Tower. According to the Chinese travel services provider, Ctrip, it’s a sector in which expenditure is typically around USD 400/person/day, that’s set to grow further.

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