Research: 16.3% of Chinese Travelers are Looking for Adventure

TORONTO—When it comes to adventure travelers, China is an untapped market totaling $8.2 billion per year, according to new research from Bannikin Travel and Tourism, a travel consultancy based in Toronto and Hong Kong. The China Adventure Tourism Market Study, which surveyed more than 300 Chinese travelers over the age of 18 who had taken a trip in the past year, determined that 16.3% of respondents­ chose an adventure trip for their last holiday. For a market with outbound tourism numbers continuing to see double-digit growth, this means there are considerable opportunities for adventure travel…

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