More than 95 percent of independent Chinese tourists who visited Taiwan in the past year want to make a return trip, and more than half plan to revisit in the coming year.
Independent Chinese travelers visit Taiwan for an average of seven days.
According to Nielsen’s study, the average Independent Chinese tourist’s monthly income is over RMB18,520 (NT$90,748; $3,000 USD) – or RMB141,420 (NT$1,088,976; $36,000 USD) per year. This average easily meets Taiwan’s annual income requirement for mainland Chinese tourists: NT$500,000, or RMB102,041 ($16,529 USD).
The Goldmine: Non-Tier 1 travelers
The study also reveals distinct differences between overnight visitors from Tier 1 and non-Tier 1 cities. Tier 1 respondents were more likely to be male (53%), their average age was 42, and their average monthly income was RMB18,520 (NT$90,748; $3,000 USD). Non-Tier 1 respondents skewed female (62%), their average age was 48, and their average monthly income was RMB19,726 (NT$96,657; $3,195 USD). Excluding airfare, the average spending for non-Tier 1 travelers is RMB15,252 (NT$74,735; $2,471 USD) – 77 percent of their monthly income, and 14 percent higher than Tier 1 cities’ visitors.
What’s the biggest spend for Chinese tourists when visiting Taiwan? Shopping. Non-Tier 1 cities’ travelers spend an average of RMB6,476 (NT$31,425; $1,041 USD), 21.7 percent more than Tier 1 tourists.