Female travelers seen as new driving force in tourism industry

More Chinese women are taking the driver's seat in making travel decisions, seeking personalized experiences and leaving male travelers way behind when it comes to spending.

Chen Yan, from Chengdu in Southwest China's Sichuan province, has booked flights to Nepal for the upcoming Holi festival, also known as the festival of colors, which falls on Sunday and Monday. "It is one of Nepal's most widely celebrated events and I'd like to soak in the local folk customs and festival atmosphere," she said.

The 20-something travel influencer said she wants to see how festivalgoers throw colored powder and water at each other, dance and feast on traditional foods.

About two months ago, she went on a trip to join a lantern celebration in Chiangmai, Thailand. "Local festivals are one of the major elements that prompt me to travel," she said.

Chen, who travels to a dozen destinations at home and abroad every year, is at the vanguard of a new wave of Chinese women travelers.

According to the 2024 Women's Travel Consumer Insight Report recently released by the online travel agency Trip.com Group, average annual per capita travel expenditure for women exceeded that of men by nearly 8 percent in the past year.

The report was based on the analysis of data recorded between Feb 20, 2023 and Feb 20, 2024.