Global tourism benefits from China's middle class

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02:50

China has become the world's fastest growing tourism market with emerging consumer power and increasing desire for quality leisure activities. The rise has created huge opportunities for the global tourism industry.

Merlin Entertainments is the world's second-largest visitor attraction operator. The company has raked in millions running Legoland and Madame Tussaud's in China.

Four-year-old Zhang Tianshuo is a huge Lego fan. He has boxes upon boxes of Lego at home, but one visit to the Legoland Discovery Center Shanghai is not enough.

"It is so much fun! I want to come here a hundred times," Zhang said.

A tourist takes a photo with Marilyn Monroe's wax statue. /CGTN Photo

Fueled by a booming middle class, China's craving for entertainment has grown rapidly over the past decade. People are now more willing to spend money on leisure activities, not just necessities.

"I bring my kids to theme parks once or twice a month, including Disneyland, Dinosaur Park and so on," Zhang Tianshuo's mom said.

"Both the young and the old seem to have increased their entertainment spending," said Jin Yulan, a retiree who enjoys her senior years very much. "I'm retired. I have time and money. Why not go out and have fun?" Jin visited the Madame Tussaud's wax museum in Shanghai several weeks ago.

Merlin launched its newest draw in Shanghai this autumn.

A tourist takes a photo with the wax statue. /CGTN Photo

"The Chinese market is full of vitality and vigor. The newly-opened Shanghai Dungeon is the litmus test for development into other cities," said Benjamin Sweet, new openings director for Merlin in the Asia Pacific region.

He added that China is where the growth is, and where the excitement is, and where a growing consumer base really likes high-quality entertainment which Merlin Entertainments is all about.

Not only does China have the biggest domestic tourism market in the world, but it is also the leading outbound market globally. The number of Chinese travelers has increased by double-digit figures over the past decade.

Merlin Entertainments, the world's second-largest visitor attraction operator, launched the Shanghai Dungeon this autumn. /CGTN Photo

The United Nations World Tourism Organization said in 2017, Chinese tourists spent 259 billion US dollars internationally, almost one-fifth of the world's total spending. And their footprint has gone beyond traditional tourism destinations.

"It is a new market for us. In the last two years, we had a growth of 50 percent, which is enormous. We continue promoting our beautiful country so more Chinese can really get to know Greece and have a desire to visit her," said Elena Kountoura, the Greek Tourism minister.

Industry analysts say China's inbound and outbound tourism market is estimated to increase in the coming years, and account for a bigger share of the global tourism industry.

(Top image: Madame Tussauds Wax Museum at Venetian Casino. /VCG Photo)