Chinese tourists this year will limit spending on shopping in European and Asian cities and will continue to increase spending on restaurants and excursions, according to the annual survey of hotel booking website and Ipsos.

In the survey of 2017, only a third of Chinese are going abroad on holiday, called shopping the Prime motive. In 2016 the purchase abroad was a priority for two thirds of the respondents.

“For the first time in the history of shopping has ceased to be the main cause of Chinese international tourism, – said the Financial Times Vice-President in the Asia-Pacific region Abhiram chaudhri. – Cliches that Chinese tourists only go shopping a thing of the past. It seems they want to get more experience.”

According to a survey consulting firm Oliver Vyman, tourists from China spent an average of abroad in 2016 20 thousand yuan ($3 million) – a little more than a year earlier. The cost of shopping has fallen to 6.7 thousand yuan from 8 .05 thousand yuan in 2015.

Analysts noted that outbound tourism has become accessible to almost all segments of the population, not just the richest Chinese, which also explains the reduction in the cost of purchase.

FT also conducted its own survey, according to which the Chinese have reduced the share of spending on shopping this year to 37% from 47% in 2013. The cost of accommodation, meals and entertainment increased from 31% to 44%.

In 2016, the citizens of China made 122 million trips outside the mainland (including Hong Kong and Macau), growth relative to 2015 amounted to 4%. More than 80% of Chinese tourists heading to other Asian countries, but the number of tourists in Europe and the U.S. in 2016 by 25% and 12% respectively.

According to Rostourism, the number of tourists coming from China to Russia in organised groups on visa-free channel, increased in January-June 2017 36% compared to the same period last year.