Bolder, more empowered and increasingly independent, gone are the days where the only Chinese travellers you see were group tours. Chinese travellers are complex and diverse, although group tours remain important. Today we’re seeing for example, a shift from observation to participation – a growing desire to seek once-in-a-lifetime experiences and immersion in local culture rather than just ticking ‘must-see’ landmarks off a list. Also on the rise is a rejection of brands attempting to silo them into demographic groups of age and income. Get the full story at Tnooz