The annual World Travel Fair just concluded in Shanghai. With 90 percent of the exhibitors coming from overseas, the fair reeled in many residents interested in outbound tours. Expectations for such tours have changed enormously over the past few years.

Our Shanghai correspondent Zhou Jing takes a closer look.

Reporter:

Hundreds of booths at the fifth World Travel Fair featured exhibitors from 62 countries and regions. In addition to its function as a business-to-business travel platform, the fair also serves to inform ordinary consumers of the latest travel trends and destinations. That's why the fair has managed to draw over 14,000 local travelers. Sun Lin was an exhibitor.

"You can always encounter tourists from Shanghai in foreign destinations now."

Statistics show that last year, around two million Shanghai residents traveled overseas, accounting for 12 percent of the city's population. With the increase in outbound tourists, Shanghainese tend to choose far-flung destinations, a distinct shift from previous years. In 2002, only 53 Shanghai residents traveled to Europe; in 2007, that number was over 120,000.

At this year's fair, tours to European and African countries and the United States, which has recently opened to Chinese tourists, are in high demand. Wang Fen and her husband are planning a trip to Greece. She says when she formerly considered outbound tours, she was interested in destinations in Southeast Asia. But these places no longer satisfy her appetite for travel.

"Now we not only have more chances to go abroad, but with increasing incomes, we can go farther."

In-depth, extended tours are now favored by vacationers in Shanghai, and multi-destination tours are losing popularity. The number of tourists choosing self-guided tours with flexible itineraries is also on the rise.

Sun Lin says Shanghai residents now wield more control over their travel plans.

"Shanghainese value good service more and their consumption ability is strong."

Last year, Shanghai residents spent about 17,000 yuan, or about 2,400 US dollars on average to travel abroad.

For China Drive, I'm Zhou Jing.