According to an analysis for the upcoming ITB China, Young Chinese travellers largely drive the dynamic evolution of China’s outbound tourism. The market witnessed a significant comeback in 2024, with around 130 million outbound travellers, almost matching pre-pandemic levels. Young Chinese travellers are now keen individualists who prefer spontaneous decisions and are rapidly adopting new technologies.
Chinese Outbound Tourism & Rising Trends
China’s outbound tourism has seen an impressive resurgence, with the market recording around 130 million outbound travellers in 2024, nearly hitting pre-pandemic levels. Estimates suggest a continuous upward trend, with traveller numbers possibly reaching 155 million in 2025, and forecasts indicate that Chinese outbound travel could reach 200 million by 2028.
Youth: The Driving Force of the Chinese Travel Market
China’s millennials and Generation Z are dictating consumer trends, including travel industry trends. These two demographics make up nearly half of all outbound travellers. They are individualistic and spontaneous decision-makers who are attracted to events and quick to adopt technological innovations. Their rising purchasing power and higher expectations have led more people to spend holidays abroad, favouring visa-free city destinations.
Digital Platforms & Social Media: Indispensable Travel Companions
Digital platforms and social media have become essential sources of information for young travellers. Platforms like Xiaohongshu and Douyin provide a wide range of support, from visa acquisition to live weather updates and event information at the destination. AI-based solutions such as DeepSeek are used in travel apps to offer personalized routes and real-time booking functions.
Chinese Innovation in the Travel Tech Sector
China’s tech advancements, represented by AI-based software like DeepSeek, and an open attitude towards technological innovation could potentially drive global travel industry adaptations to new technologies. AI software has even started to perform roles of personalized employees in Chinese travel tech companies. Consumer preferences are shifting towards flexibility, freedom, and transparency, particularly among young travellers.
New Travel Habits Require Greater Flexibility
The Chinese outbound travel market clearly shows a trend towards last-minute bookings. Approximately 77% of bookings are made less than a month in advance, and 46% just two weeks before travelling. This trend demands greater flexibility from airlines, hotels, and organizers, necessitating changes in pricing, last-minute offers, and mobile booking experiences.
ITB China 2025
ITB China 2025, taking place from May 27-29 at the Shanghai World Expo Exhibition and Convention Center, will explore China’s rapidly expanding outbound travel market and diverse travel tech innovations. The event will also focus on the budding inbound tourism sector. China’s tourism authorities are implementing various initiatives to stimulate the travel business, including targeted marketing campaigns and extensive visa requirement easing for numerous countries.
