In addition, mainland tourists are choosing better ways to pay.

Cash has been replaced by cards.

"Using credit cards, such as Visa and MasterCard, give them more choices and better exchange rates," she said.

In 2012, about 58.9 percent of tourists were first time outbound travelers, down 4.66 percent year-on-year, according to the academy.

There is also a change in the type of journey they opt for with more focus on one country rather than visiting a number of destinations, Li said. They want their trip to be more specialized.

North Europe, especially its mountains and rivers, is a favorite destination for keen photographers. Tourists going there are less interested in shopping than say a tourist going to Paris or Milan, she said.

Li added that a relaxation in visa requirements to the US and European countries has also made travel easier than before, allowing more frequent outbound trips and diluting any urgency to shop.

Wang Jing, a 32-year-old from Beijing, who visited Los Angeles and San Francisco last month, said it had been a great shopping experience.

Most of her purchases were of good quality but less expensive than the same brand on the mainland. She bought shoes, bags, luggage, and clothing for her family and friends.

Total overseas spending by mainland tourists in 2012 reached $102 billion, while the tourism services trade deficit further increased to $51.9 billion, according to the academy.

The amount of outbound visits from the mainland is expected to reach 94.3 million this year, a year-on-year increase of 15 percent, while spending is set to hit a record $117.6 billion.

The tourism services trade deficit will likely reach $68.3 billion, according to Dai Bin, head of the academy.