The analysis is based on the upcoming ITB ChinaThe dynamic development of China’s tourism is largely driven by young Chinese travellers. In 2024 the market experienced a comeback with approximately 130 million outbound tourists, which is almost equal to pre-pandemic numbers. Young Chinese travellers have become more individualistic, preferring spontaneous decisions and adopting new technology.
Chinese Outbound Tourism & Rising Trends
China’s tourism industry has experienced a resurgence. The market recorded around 130 million travellers outbound in 2024. This is almost back to pre-pandemic numbers. According to estimates, the number of Chinese travellers could increase by 155 million in 2020, and 200 million by 2028.
Youth Travel Market in China: A Growing Force
China’s Generation Z and millennials are driving consumer trends in the travel industry. Nearly half of all travellers to other countries are from these two demographics. These people are spontaneous, individualistic and attracted to social events. They also quickly adopt new technology. As their purchasing power has increased, so have their expectations. This has encouraged more people to take holidays abroad and choose visa-free cities.
Digital Platforms & Social Media: Indispensable Travel Companions
Digital platforms and social networks have become important sources of knowledge for young travellers. Platforms such as Xiaohongshu or Douyin offer a range of services, including visa acquisition and live weather updates. They also provide event information and local news. AI-based travel apps, such as DeepSeek, offer personalized routes and bookings in real time.
Chinese Innovations in the Travel Tech Sector
China’s technological advancements, such as AI-based software DeepSeek and an openness to innovation in technology, could drive the global travel industry to adapt new technologies. AI software is even starting to play the role of personalized employees within Chinese travel technology companies. The preferences of consumers, especially young travellers, tend to be more flexible, free, and transparent.
New Travel Habits Require Greater Flexibility
There is a clear trend in the Chinese outbound market towards bookings made at the last minute. Around 77% of bookings occur less than one month before travel and 46% within two weeks. This trend calls for greater flexibility by airlines, hotels and organizers.
ITB China 2025
ITB China 2025The event, which will take place at the Shanghai World Expo Exhibition & Convention Center from 27-29 May, will examine China’s rapidly growing outbound travel market, as well as diverse innovations in travel technology. This event will also highlight the burgeoning inbound tourism industry. China’s tourism authority is implementing a variety of initiatives to stimulate travel, including targeted campaigns and a significant easing of visa requirements for many countries.
