Louie Gao

Museums Go Viral: What Chinese Travellers Expect from Museums Today

Chinese travellers are connecting with museums digitally. Platform-based visibility is now as critical as physical accessibility.

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New trends emerge amongst Gen Z Chinese tourists

By Louie Gao

The outbound travel preferences of young Chinese tourists are undergoing a structural transformation—from passive sightseeing to active exploration, from geographic destinations to interest-driven experiences, and from mass tourism to niche, in-depth journeys.

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