For travel professionals, there is no doubt that Chinese high-end customised travellers bring a greater per person return on investment to spending on tourism resources than any other group. This is just as crucial for well-established destinations that want to further develop their Chinese market-share as it is for niche destinations which are just beginning to attract Chinese tourists. The China Outbound Tourism Research Institute (COTRI) forecasts that the YoY growth rate of the Chinese outbound travel market will be 11%, with 4 million people going overseas by 2030. Based on the market’s impressive growth, Ctrip Customised Travel forecasts that high-end customised travel will grow by 200% over the next three years. The latest report by COTRI for Ctrip also indicates that the tastes of high-end customised travel clients around activities and dining experiences are changing. They are increasingly switching from sampling local cuisine and street food to learning the methods of how locals cook traditional dishes and the stories behind food. Thailand, Japan, and Italy rank as the top three overseas destinations for Chinese foodies, according to the survey. In the following pages, we take a look at how luxury travel is evolving in APAC and around the globe, with a spotlight on Chinese high-end tourists.