China’s tourism outbound and the importance major international events
Everybody would love the opportunity to host a superstar like Taylor Swift. The US singer not only entertained 300,000 people at six sold out concerts in Singapore, she also stirred up international relations. The other countries in the area were not amused by the fact that Singapore had apparently negotiated a contract with Swift that would only allow her to perform in Singapore. Other destinations in Southeast Asia went without Swift’s services. The controversy demonstrated how important major events are for tourism in Southeast Asia. According to analyst estimates, the six concert generated an additional revenue of 370 millions US dollars for the city state. Asian tourists are more willing to travel to other countries to attend attractive events and accept higher air fares and accommodations costs. Travellers from the People’s Republic of China are driving this trend. The Chinese hotel demand in Singapore increased 400% during the Swift concerts.
China’s comeback in the international tourism market
This is a significant development that shows how China’s international tourism has regained its importance in the travel industry. In 2023 the market had 87 million outbound trips. Last year, it saw an impressive return with about 130 million travellers. This is almost at pre-pandemic levels. According to market observers, the number of travellers could reach 155 million by 2025. This trend is not expected to slow down anytime soon. Chinese outbound tourism could reach 200 million by 2028, according to predictions.
The travel industry is driven by young people
The “Swifties”, a group of Chinese who are traveling to concerts abroad, is a good example of the major trend in travel that will be prevalent for years to come. The consumer trends and habits of China are now heavily influenced by Gen Z and millennials. Now, young people also decide which travel trends are good or not. The Eighties-and-Nineties consumer demographic accounts for nearly half of outbound travellers. In just a few short years, Gen Z has seen its share of the global travel market more than double.
Young travellers’ expectations and needs are changing.
Family name is what young holidaymakers have in common with the older generation who traveled in groups under strict supervision. Young Chinese travellers in 2025 will be individualists, who love to make spontaneous decisions, are quick to book, enjoy events, and embrace technology innovations. The prolonged economic boom in China has resulted in a steady increase of purchasing power, and a significant rise in expectations from travellers. As an example, more and people are choosing to spend Chinese new year abroad. This trend is a boon for visa-free cities such as Bangkok or Kuala Lumpur. The desire to travel to exotic locations has increased, as well. People’s desire for culturally sustainable experiences often overrides the need to keep a strict budget.
In this context, digital platforms and the social media have been natural partners and sources of information for a long time. Providers are now specialized and offer comprehensive virtual support. Platforms such Xiaohongshu, Douyin and others offer a range of services from obtaining visas up to providing weather updates and information about events at a destination. Influencer marketing and user-generated content highlight niche destinations and special offers. Artificial intelligence is also essential for younger customers. AI-based travel apps, such as DeepSeek, offer real-time booking and personalised routes.
Chinese innovation in the travel technology sector
China’s impressive new products such as DeepSeek AI software, along with the openness of the country towards technological innovations, could give the global travel industry a boost in the future to adapt new technologies. Atlas, a Chinese tech company that specializes in low-cost airline services, has implemented AI software to perform the role of personalized employees, complete with first names. The speed of AI development is far beyond my expectations. “We must accept this fact and continue forward”, says Mary Li, The founder of Atlas. “Everyone working in the travel sector, regardless of their position, should ask themselves: How can they redefine their own value to customers, now that technology is focusing on AI?” Li, a tech provider for low cost carriers, believes that she is on track. “The global growth of low cost airlines reflects a change in consumer preferences.” These airlines offer greater flexibility, freedom and transparent to travellers who seek these things. In Asia, the company caters primarily to younger travellers who are looking to spend less money on hotels and air fares in order to enjoy more local experiences.
Watch the full video interview with with Mary Li here.
Flexible travel is the new norm
China Trading Desk’s surveys show that there is a trend for Chinese travelers to book trips very quickly. Around 77% of bookings occur less than one month before travel, with 46% occurring just two weeks in advance. Trip.com in China reports similar trends: One-half of all domestic flight bookings is made just one day prior to departure, while one-third are done on the check-in date. These preferences force airlines, hotels, and organizers to restructure prices, rethink late-night offers, and optimize the mobile booking experience. Different companies have created highly flexible tools for bookings that combine hotel and ticket bookings and allow them to be cancelled in just a few simple steps.
ITB China 2020 – a trendsetter in the Chinese travel market
ITB China 2025 From May 27–29 at the Shanghai World Expo Exhibition and Convention Center The ITB China Conference will be held in parallel with the event, which is expected to have a very strong booking situation. This year’s growth has been phenomenal compared to that of last year. This year’s edition features a significant increase in exhibitor number and many first-time participants. It highlights China’s role as a vital and dynamic market for the global tourism industry. The ITB China Conference is a concurrent event that features strategic partnership with leading organizations and delivers high-level keynotes as well as datadriven insights.
ITB China 2020 will not only explore China’s rapidly increasing outbound travel market but also its diverse traveltech innovation. The dynamic inbound sector of tourism is another focus. In 2024, inbound arrivals neared 132 million, an encouraging trend, yet still below prepandemic levels. China’s Tourism Authorities are taking a variety initiatives to revitalize their travel business. They include targeted marketing campaigns, especially in important source markets like Germany, where China is currently promoting itself as a winter destination. And they have also eased visa requirements across a wide range of countries. These measures demonstrate China’s global significance and help to drive the high exhibitor demand in ITB China.
Visit ITB China for more information. www.itb-china.com.
