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Abstract
This introductory paper attempts to show a few aspects of the universal task tourism scientists and tourism practitioners alike are facing, to better understand the new world champions of travel. For tourism scientists the challenge is to understand tourism forms which are not based on Western ontologies, values and consumption patterns, and which are no longer fringe elements. The second wave of Chinese outbound tourism offers increased opportunities for destinations and tourism service providers in off the beaten track destinations to get a share of the Chinese outbound source market. However, they will have to make sure that their product is adapted to the special needs and expectations of this new kind of Chinese guest and that their staff are prepared to welcome these global yet patriotic travellers.