The Chinese Tourists’ Growing Interest in Arts & Culture

Re: The Chinese Tourists’ Growing Interest in Arts & Culture

The Story: Tourism boards and tour operators around the world are citing arts, museum and culture as key focus points for Chinese tourists. The impact is being felt globally.

What to Know:

• CLA research indicates that 86% of Chinese visitors to museums are likely to be actively engaged on the WeChat platform while moving through exhibits, museum shops and other spaces.
• 20% of Chinese tourists currently buy art while traveling and an additional 10% would like to buy art in the future during travel. 
• Over the last five years, MoMA has seen a 218% increase in Chinese visitors.

62% of our research respondents listed visiting museums and art galleries as one of their top activities during travel while 32% have not yet visited museums and art galleries, but would like to visit on their future trips. Respondents rated museums and art galleries an 8.1 (on a scale of 1 to 10) when deciding on a vacation destination.