Where to go next: Insights on Chinese millennial travelers

There are significant differences in behavior and attitudes among different groups of Chinese millennial travelers, which can be divided into three categories: adventurous influencers, fashion followers, and culturally curious travelers. "Adventurous influencers" are trend pioneers and opinion leaders who are keen to explore more authentic cultural experiences. This group is very active on social platforms and plays an important role in the choice of travel destinations and the formation of public opinion.

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