A new survey reveals some thought-provoking trends shaping China’s US$479 billion leisure market. A substantial nine percent of that figure is contributed by theme parks – though China’s parks have largely ignored the potential of catering to teens. Cruise holidays comprise eight percent of the total market by expenditure and show much potential further growth. Catering to the leisure habits of the post-80s generation may be another source of future growth, such as by increasing the availability of sports infrastructure. Also noted is the Chinese customers’ preference for eating out daily, and their increased consumption of Western food.
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