China's Growing Travel Market - Untapped Opportunities for Caribbean Tourism

The Caribbean tourism industry is poised for significant growth as China's outbound travel market expands rapidly. Helena Beard, Founder and Managing Director of Guanxi—a specialist travel PR and representation agency focused on the Chinese market—shared valuable insights during a panel discussion at Caribbean Week in New York 2025 on how Caribbean destinations can effectively access this lucrative travel segment.

With China's population of 1.2 billion people generating approximately 155 million overseas travelers annually, the numbers alone paint a picture of immense potential. What makes this market even more attractive is the spending power behind these travelers—Chinese tourists collectively spend $277 billion US dollars per year on international travel, dwarfing many other markets and presenting an unprecedented opportunity for Caribbean destinations willing to understand and cater to this sophisticated demographic.