China’s consumers up travel interest despite worries, eye ‘rigorous yet relaxed’ lifestyle

While remaining cautious about spending amid a sluggish recovery of their financial conditions, Chinese consumers are showing more interest in travelling, said a report on consumer trends in China.

Nearly a half of consumers aged between 18 and 59 said they were increasing spending on travel and holidays, surpassing food and clothing as necessities, according to a survey of 3,000 online users by consulting firm Mintel released on Wednesday.

Travelling also topped an 11-item to-do list for disposable income, followed by investment and wealth management.

A “rigorous yet relaxed” lifestyle is being increasingly sought after at a time when consumers continue to be cautious about consumption but have not lowered their demand for quality of life, the report said.

Travel, food and clothing were the only three items consumers said they would spend more money on in the coming 12 months, while they do not plan to spend money on a longer list of categories including entertainment, home appliances and tech products.

This comes along with a general financial situation that has yet to recover to pre-pandemic levels.