Chinese tourists are crucial for post-Brexit tourism

London – China-focused digital creative agency Qumin’s first live event highlights the impact of China’s internet eco-system on the modern Chinese traveller.

Hosted at London’s Bulgari Hotel, the BYOB Live event set out to understand how China's post-1990s generation are engaging with luxury in the UK. In a country where 60% of young people live with their parents, Chinese youth have one of the highest disposable incomes in Asia-Pacific and by 2025 they will represent 45% of personal luxury goods retail, according to Qumin.

Qumin founder and CEO Arnold Ma, and co-founder Thomas Nixon, brought these statistics to life with talks that highlighted the digital behaviour of young Chinese tourists, including how they use social media platforms such as Mafengwo and Douyin to intricately plan trips.

According to Ma, the next generation of Chinese traveller will be focused on creating content rather than observing it, driving a shift from closed platforms such as WeChat to Douyin, China’s version of TikTok. ‘It’s 100% AI-dictated – you don’t follow anyone,’ said Ma. ‘It’s pure escapism for young people who are always on.’

For more on how brands can engage the millions of Chinese consumers set to travel internationally in the next decade, read our Opinion piece.