"We are getting old. So we think we should go out more often and enjoy life. My wife and I found everything so interesting and took more than 5,000 pictures. Although the trip was quite expensive, we can afford it," Chen said.

Rupert Hoogewerf, Hurun Report chairman and chief researcher, said experiential travel rather than shopping tours have gained in popularity now that Chinese luxury consumers are traveling more widely.

Martin Barth, president of World Tourism Forum Lucerne, agreed.

"The key word is experience. Tourists want more than ever special experiences when they travel, and such experiences they get by doing trips to the polar regions, an 80-day round-the-globe trip or leisure trips by train throughout Asia and Europe," Barth said.

He noted several differences between Chinese and Western travelers.

"Chinese people are obviously ready to spend much more money for a journey and also spend more time on it. Europeans choose to wait until they have a sabbatical and then make a longer journey.

"Also, moneywise, they (Westerners) would rather take two to three journeys than one long, expensive one," he said.

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