Industry sources say the idea that "Chinese outbound travel is all about shopping" is too old-fashioned, and that Chinese tourists now want more experiential travel, according to British media.

This summer, a record number of Chinese tourists will flock to Europe and Asia, spending less on shopping and more on dining and sightseeing. That's because overseas travel has become more mainstream and foreign prices are less attractive.

"For the first time in history, shopping is no longer the main reason for (Chinese) outbound travel, said Chowdhury, vice president of Asia Pacific at a hotel, adding, "The stereotypical idea of Chinese traveling out of the country only for shopping is reduced. They seem to want more experiential travel."

Taiwanese media say the number of mainland tourists traveling on a free-range basis continues to grow. According to a survey released this month, more than half of land tourists traveling overseas have now taken free trips. It is necessary for retailers and other businesses to make timely adjustments to cope with this change.

Gary, president of a British consulting firm, said the increase in the number of mainlanders traveling on DIY tours was due to the rise of low-cost airlines that offer many cheaper flights, as well as the loosening of visa restrictions.

The report said retailers in countries that had been receiving tours from mainland China would also face challenges amid such changes, as free-travelers often seek a more customized experience. Retailers have to remember that social media is a driver for travelers to visit, so they should be up there more to promote the uniqueness or memorability of things," Gary said. That will give them an edge.