• Are usually independent travelers and are not on a package tour
• Are only moderately satisfied by their experience (55 per cent of visitors satisfied or satisfied compared with 80 per cent of their European counterparts)
• Are more likely to visit a performing arts show than their European counterparts, and conversely much less likely to visit a historic house or a heritage center than their European counterparts.
• Attach less importance to visiting cultural attraction in their decision to travel than those in Europe.