In brief

With 160 million passports in circulation in Mainland China alone, the importance of the Greater China outbound travel market cannot be overstated.

Beyond the shere size, its evolution is also visibile in quality: A rising middle class, increasingly individual lifestyles combined with growing travel experience - constantly create new interests and needs.

From leisure to business, from tour series to private travel, from economy to luxury - the demand is manyfold if you know where to look and who to talk to.

To be successful in this market, however, you need insights, know-how, networks, strategy and consistency - and ideally hands on the ground to support you.