According to data from the China National Tourism Administration (CNTA) and online travel agent Ctrip, the number of outbound trips taken by travelers from China totaled 122 million in 2016, an increase of 4.3% from the previous year. The increased travel has been fueled by the rise of China’s consumer class, along with the easing of travel rules by the government. These travelers, newly armed with disposable income, once largely focused on shopping. But that is increasingly no longer the case, according to new data from accommodation booking service Instead, these tourists are seeking out experiences over material goods, according to the survey of outbound travelers from China conducted in May. The poll revealed that dining, sightseeing, and rest and relaxation were the top 3 reasons that travelers in China headed overseas. Meanwhile, one-third of respondents named shopping as a leading motivation for foreign travel. Get the full story at eMarketer