New ITB China Travel Trends Report 2025/26 Reveals What Drives China’s Travel Market

China remains one of the world’s most exciting travel markets – both as a source market with huge potential and as an increasingly attractive destination for international visitors. The recently published ITB China Travel Trends Report 2025/26 highlights how the market is currently changing – data-based, differentiated and with surprising insights. It is the result of a comprehensive analysis in cooperation with Tourism Economics and the Trip.com-Group.

Two generations, two needs – new dynamics in the outbound market

In China, people’s lust for travel is growing – at the same time the customer demographic is changing. While those born in the 1980s and 1990s still make up the majority of outbound travellers, a new target audience is emerging: China’s so-called “active seniors”. By the end of 2025 over 100 million of them are expected to travel – a market volume forecast to exceed one trillion renminbi yuan, more than 120 billion euros. What does it mean for destination marketing, creating products and accessibility? Those are among the main questions addressed in the report.

Personalised instead of package tours – focus on experience, authenticity and quality

Travel behaviour is shifting noticeably: away from merely ticking off tourist highlights and towards a personal, cultural experience. More and more Chinese tour operators are focusing on personalised programmes – at the same time demand for group tourism remains relevant. A clear trend is emerging towards hybrid models combining individuality and guided tours.

Bleisure und MICE travel: business travel with an experience factor

The MICE sector is growing particularly strongly, driven by the global expansion of Chinese companies and new demands on business travel. 83% of respondents see great potential in the “bleisure sector”, i.e. the combination of business and leisure. This means that the experience surrounding meetings, conferences and incentives is also becoming more important. Destinations that offer well thought-out services and suitable infrastructure are gaining a clear advantage.

AI in everyday travel – efficiency meets experience

More than half of the industry professionals polled already use AI in their day-to-day business, whether for product recommendations, customer service or analysis. At the same time, the challenge remains to combine technological efficiency with a genuine, human travel experience. Many structural changes are also taking place: visa facilitation, digital payment options and the expansion of flight connections are creating momentum – making it all the more important to generate long-term growth as a result.

Inbound travel: China is becoming attractive again for international visitors

There are also clear signals in the inbound travel market: China’s appeal as a travel destination is growing. Cities are investing in new products, and demand for a personalised and culturally immersive experience is growing. While traditional source markets are still important, those who are quick to target new markets will be able to attract more attention and visitors than the competition.

China is once again drawing international visitors with personalised, immersive experiences.

To understand China one must look closely

China’s travel market is neither monolithic nor easy to serve. At the same time it has huge potential for operators with the right instinct for change. Those who adapt to new target audiences, develop hybrid formats and make data-based plans will be able to keep up with the market and actively shape it as well.

The entire ITB China Travel Trends Report 2025/26 can be downloaded here now.