Holiday Economy: Global tourism benefits from emerging Chinese middle class

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China's emerging consumer power and desire for quality leisure activities have made it the world's fastest-growing tourism market. The rise has created huge opportunities for the global tourism industry. CGTN's Lin Nan brings us the story.

4-year-old Zhang Tianshuo is a huge Lego fan. Although he has boxes full of them at home, one visit to Legoland Discovery Centre Shanghai is not enough.

ZHANG TIANSHUO LEGO LOVER "It is so much fun! I want to come here a hundred times!"

ZHANG SHA MOTHER "I bring him to theme parks once or twice a month. We have been to most of the ones here in Shanghai, like Disneyland, Dinosaur Park and so on."

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

JIN YULAN RETIREE "Both young and old people are willing to spend. I'm retired, and my life is good. I have time and money. Why not go out and have fun?"

The very spirit that lured Merlin Entertainment to China. As the world's second-largest visitor attraction operator, they've raked in millions running the Madame Tussaud's wax museum and Legoland in China. And the company just launched its newest draw in Shanghai.

BENJAMIN SWEET NEW OPENINGS DIRECTOR FOR ASIA PACIFIC, MERLIN "The Chinese market is a market that's full of vitality and vigor. The Shanghai Dungeon we are in today is the litmus test for development into other cities."

LIN NAN SHANGHAI "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."

The United Nations World Tourism Organization says 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.

ELENA KOUNTOURA GREEK TOURISM MINISTER "It is a new market for us. In the last two years, we had a growth of 50 per cent, 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."

BENJAMIN SWEET NEW OPENINGS DIRECTOR FOR ASIA PACIFIC, MERLIN "China is where the growth is, and where the excitement is, and where a growing consumer base really likes high-quality entertainment which Merlin Entertainment is all about."

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. Lin Nan CGTN Shanghai.