Maldives is the leading summer destination amongst luxury travellers from China, a new survey has revealed.

According to a survey conducted by Hurun Report Inc, a leading media group targeted at high-net-worth individuals in China and India, luxury travellers from China are particularly fond of islands, which constitute all seven of their preferred destinations, with the Maldives topping the list.

The survey report titled, 2017 The Chinese Luxury Traveller, which was presented at the recently concluded International Luxury Travel Market (ILTM) Asia in Shanghai, showed that the Maldives is particularly popular amongst millennial travellers. While 18 percent of the total participants favoured the Maldives for their summer/autumn getaway, 30 percent were millennial travellers.

Other destinations that made to the list include Phuket in Thailand, Fiji, Bali in Indonesia, Hawaii, Saipan and Malaysia.

“… respondents have been to their destinations of choice an average of six times, and they plan to return to their favourite locations twice in the next three years,” the report said.

The survey also found that luxury hotels are still the first choice for China’s luxury travellers. China’s luxury travellers are becoming increasingly demanding and are no longer satisfied by the traditional tour group mode of travel, it added.

China has maintained its position as the single biggest source market despite falling numbers over the past year. In 2016, the Maldives welcomed 324,326 visitors from China, which was a 9.8 percent drop compared to the previous year. China has continued its downward spiral this year as well with a 15.4 percent drop in Chinese arrivals in April.

As arrivals from China drop steadily, the Maldives has recently announced plans to step up marketing in China in order to increase the number of Chinese tourists to one million per year.

Photo courtesy: Mihaaru