The document discusses Chinese outbound tourism, providing information on current demand, the evolution of Chinese tourism, and opportunities for Spain. Some key points: - China is now the number 1 source market for outbound tourism in Asia, spending over $48 billion in 2010. - Chinese outbound trips and spending have grown significantly since 2000 and are expected to continue rising quickly. - Chinese tourists are becoming more sophisticated and are traveling for prestige, soft power projection, and to learn wealthy behaviors. - Spain has opportunities but must understand Chinese tourists have a decade of experience and are segmented between mass and upper-end markets. Customization and Chinese-language services are important.