In 2014, the total number of outbound trips organized for Chinese tourists rose to 114 million, overtaking the U.S. as the world’s largest outbound market. Do-It-Yourself (DIY) trips have become popular among Chinese tourists. Most are keen on traveling to East Asian destinations. Although expenditure on skin care products is the highest, preference for Japanese electronics is not far behind. Tourists also prefer online platforms for their airline and hotel bookings. However, frequent fliers complain of language barrier, harsh weather conditions and lengthy Visa procedures. These are the findings from a survey conducted by strategic market research consultancy Spire Research and Consulting in May 2015. Spire’s survey of 100 tourists from Eastern China (across Shanghai, Zhejiang, and Jiangsu) – the most developed area in China with booming DIY travel – concentrated on preferred tourist destinations, shopping and expenditure patterns, DIY travel trends as well as challenges encount