More travel marketers’ attention is shifting to Asia and markets like China, especially as growing evidence suggests digital spending by travelers in the region is set to overtake spending from regions like North America and Europe. In fact, eMarketer predicts the Asia-Pacific region is set to become the world’s largest digital travel market by 2017.

By far the biggest reason travelers in China head abroad is to experience the local culture, data from market research firm TNS found. Indeed, more than half of respondents said local experiences were their top motivation for heading out of the country.

Local was also the main buzzword when it came time to look for souvenirs. According to the TNS survey, local goods and souvenirs were the most popular products purchased by travelers when traveling internationally.

Understanding such purchase habits and travel tendencies is all the more important as travelers in China spend more time abroad and increase their expenditures for each trip. Data from Travelzoo found that the average overseas travel budget increase in 2016 compared to a year prior, and the average overseas trips planned also slightly increased.