chapter  22
18 Pages

Chinese Outbound Tourism: A Critical Inquiry

ByRich Harrill, Xiang (Robert) Li, and Honggen Xiao

Driven by relaxed government policies and a growing middle class, the emerging Chinese outbound tourism market is understood by many academics as one of the most significant in the history of tourism (Li et al., 2009). The United Nations World Tourism Organization estimates that China will generate 100 million outbound tourists by 2020 – making China the fourth largest source market.