Retail Tourism Boosts China's Consumption

Retail tourism is booming. It’s driving growth in China’s domestic consumption, according to a new report by the China Tourism Academy and Value Retail.

The report, based on a survey of over 3,400 participants, highlights a shift from traditional “tourism shopping” to “retail tourism,” where nearly 95% of travellers now shop during their trips, and over 70% factor shopping into travel plans. Spending typically ranges from 2,000 to 5,000 renminbi ($280 to $702), with tourists increasingly seeking unique, themed, and cultural shopping experiences.

Retail destinations like Bicester Village Shanghai and Suzhou are thriving, integrating cultural experiences and digital tech to attract visitors. In 2023, these sites saw a 30% rise in visitor numbers, with revenue doubling and average spending per visit up by 80% compared to 2019.

The trend reflects both value-driven consumer behavior amid China’s economic slowdown and an appetite for memorable retail experiences that tourists eagerly share on social media.

The report calls on stakeholders to build high-quality retail tourism experiences in line with China’s tourism industry goals under the 14th five-year plan, with support from policies promoting cultural and creative offerings.