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2023 is the year of much anticipation for Chinese Travellers to return, but according to iProspect China's "Changing Chinese Travelers Report 2023" - brands will have to anticipate a different Chinese Traveller compared with the past.

The current Chinese Travellers tend to choose niche destinations, embrace outdoor sports, and plan soul-searching travel adventures - as a reflection of their changing attitudes towards life after pandemic. With the ‘new normal’, brands need to rethink their media touchpoints and planning strategies with Chinese Travellers and rebalance their marketing and channel strategies accordingly.