There’s a major unfilled niche in China’s outbound tourism boom
Travel experiences that go beyond the norm, and into the realm of adventure or group bonding are finding appeal among mainland tourists seeking to escape the city
A luxury travel agency that boasts an anniversary dinner in Cambodia’s Angkor Wat among its tailor-made travel achievements is looking to expand to mainland China - but it won’t be trying to cater to shoppers.
United Kingdom-based Jacada Travel launched its “explorer lounge” in Hong Kong last year, where “travel designers” help would-be holiday makers create adventures, from a rare tiger experience in India, to a Golden Retriever-led tour in Patagonia.
The company is translating its website into Chinese as part of plans to target the China market at the end of this year, founder and managing director Alex Malcolm said.
People have this tendency to group the whole of China together, and say Chinese all like shopping and casinos
“People have this tendency to group the whole of China together, and say Chinese all like shopping and casinos,” he told the Post at Jacada’s Hong Kong office.
“But that’s the mass market, and I guess what we’re going for is just our niche who want to go to interesting destinations and have real connections and experiences.”
The Hong Kong office was set up with the idea of reaching out to local and mainland adventure seekers.
Among Hong Kong clients, Malcolm said he’s seen a particular interest in trips to South Africa and Iceland.