In 2013, the number of outbound Chinese tourists reached 97.3 million person-times, a 20 percent rise than 2012. It is estimated it will reach 116 million person-times, according to China National Tourism Administration.

In 2014, Chinese tourists overseas will have spent 155 billion dollars, a 20% rise compared to last year, according to a report by the China Tourism Academy.

"Chinese tourists oversea are willing to spend more on special cultural experiences and other in-depth tourism products, not only shopping and dining," says Dai Bin, dean of the China Tourism Academy.