As global travel rebounds, the Chinese outbound travel market is witnessing a remarkable resurgence, shaped by spontaneity, premium preferences, and digital-first behaviours. This report delves into the key trends and forecasts defining the travel landscape through late 2024 and into 2025, offering critical insights into the priorities and preferences of Chinese travellers.
A Strong Rebound in Outbound Travel
China’s outbound travel sector is experiencing a robust recovery. By the end of 2024, it is expected to reach approximately 130 million travellers, representing 90% of the pre-pandemic levels of 2019. By 2028, this number is projected to climb to 200 million, solidifying China’s position as a global travel powerhouse.
Key drivers of this rebound include relaxed travel restrictions, improved international connectivity, and pent-up demand for overseas experiences. Multigenerational and family travel are on the rise, driven by middle-aged and senior travellers seeking cultural and nature-based trips alongside younger companions.
Spontaneity Redefines Travel Planning
Spontaneity is becoming a hallmark of Chinese travel behaviour. Over 73% of travellers now book trips within a month of departure, a trend fuelled by Gen Z and younger millennials drawn to last-minute deals and social media content.
To capitalize on this trend, travel brands should prioritize flexible booking policies, real-time engagement on platforms like Xiaohongshu and Douyin, and curated last-minute travel options. The rise of "bleisure" travel, blending work and leisure, further underscores the importance of adaptability.
Top Destinations and Evolving Preferences
Southeast Asia remains a key destination, with Singapore, Thailand, and Malaysia leading the way due to cultural familiarity and proximity. Japan and South Korea continue to captivate travellers with their mix of modern and traditional experiences.
Demand for luxury travel is soaring, with nearly half of travellers budgeting over 25,000 RMB per trip in 2024. Upscale accommodations (4 stars and above) are a priority for 63.7% of travellers, signalling a shift toward premium experiences.
For 2025, personalized itineraries will take centre stage, with affluent travellers seeking curated wellness retreats, private tours, and exclusive dining. High-income tourists from Tier 1 cities are expected to drive this growth, favouring bespoke and luxurious travel options.
Health, Wellness, and Sustainability Lead Choices
Health-conscious and eco-friendly travel remains at the forefront of traveller priorities.
Wellness tourism: Spa experiences, yoga retreats, and nature-based activities are becoming staples of travel plans.
Sustainable travel: Younger generations increasingly favour destinations and accommodations with eco-friendly practices.
Travel brands can gain a competitive edge by highlighting wellness and sustainability in their offerings, and incorporating relaxation, health benefits, and environmental stewardship into marketing campaigns.
Digital-First Travel Planning Dominates
Shopping remains a cornerstone of Chinese travel. Destinations with strong retail offerings—such as duty-free hubs in Hainan or luxury shopping in Europe—continue to attract significant interest. Social platforms like Xiaohongshu and Douyin are integral to decision-making.
Pre-trip shopping research, with 77.8% of travellers conducting research before their trips.
Xiaohongshu and travel app leads shopping planning channels with 18.0% and 17.5%, followed by destination websites at 12.4% and Douyin at 11.6%, while 63.9% of 18- to 29-year-olds prefer Xiaohongshu.
Peer-driven inspiration and destination insights.
Interactive influencer content that combines real-time advice with embedded booking links.
In 2025, mobile-first strategies will be crucial, with WeChat mini-programs and travel apps enabling seamless travel management from booking to post-trip sharing.
Gen Z Drives Market Evolution
The 18-29 age group continues to redefine travel with their preference for independent planning and authentic experiences. Key priorities include:
Experiential travel: Activities offering cultural immersion, adventure, and shareable moments.
Authenticity: Social proof and trusted influencer recommendations are pivotal in decision-making.
Brands targeting this demographic should emphasize engaging content, user-generated campaigns, and community-driven marketing strategies.
Predictions for 2025
As Chinese outbound travel surges toward a remarkable recovery, new trends are reshaping the way people explore the world. From evolving traveller preferences to innovative digital planning tools, the post-pandemic era is unlocking exciting possibilities. Let’s take a closer look at the forces driving this transformation and what they mean for 2025 tourism.
1. Continued Growth in Outbound Travel Volume
Expected outbound travellers to surpass pre-pandemic levels: As travel restrictions ease and international connections strengthen, Chinese outbound travel is likely to exceed 130 million in 2025, potentially reaching or exceeding the pre-pandemic high of 155 million travellers seen in 2019. By 2028, this is expected to climb even further, hitting around 200 million.
Increasing family and multigenerational travel: Families are predicted to make up a larger proportion of travellers as more middle-aged and senior travellers join young adults, seeking cultural and nature-based experiences.
2. Short-Notice, Flexible Travel Continues to Rise
More travellers will book trips within a month of departure: Building on the 73% who preferred short booking lead times in 2024, we expect more travellers to favor spontaneous travel plans. This could drive greater demand for last-minute travel deals, flexible bookings, and simplified visa processes.
Rise of “bleisure” (business and leisure) travel: With flexible work arrangements, especially among younger generations, 2025 will likely see an increase in bleisure travel, where people add leisure days to business trips or work remotely from travel destinations.
3. Evolving Destination Preferences: Mix of Familiar and New
Sustained interest in Southeast Asia and Japan: Singapore, Thailand, Japan, and South Korea will likely remain top destinations due to proximity, ease of travel, and cultural familiarity.
Growth in interest in Europe, the UAE, and Australia: As travel resumes on a larger scale, Europe and destinations like Dubai and Sydney are expected to attract more Chinese tourists looking for new cultural experiences, shopping, and luxury travel.
Increased demand for experiential and adventure travel: Gen Z travellers in particular will drive demand for immersive and adventurous travel experiences, seeking activities like eco-tourism, cultural immersion, and wellness tourism.
4. Higher Demand for Premium and Personalized Travel Experiences
Luxury and premium segments will continue to expand: As the disposable income of higher-tier city residents and affluent travellers grows, demand for luxury accommodations, personalized itineraries, and exclusive experiences will increase, with many travellers opting for 4- and 5-star accommodations.
Customization and personalization as key expectations: 2025 travellers will seek more personalized experiences, from accommodation preferences to tailored activity suggestions, reflecting a broader trend toward “curated” travel packages.
5. Health, Wellness, and Sustainability as Major Travel Motivations
Growing interest in wellness tourism: Post-pandemic travelers are expected to prioritize destinations that offer wellness activities like spas, yoga retreats, and nature-oriented activities. Many will focus on trips that promote relaxation and health.
Sustainability and eco-friendly travel options: As awareness around environmental issues grows, particularly among younger travelers, more Chinese tourists will likely choose eco-conscious travel options, supporting destinations and hotels committed to sustainability.
6. Further Integration of Digital and Mobile-First Travel Planning
Xiaohongshu and Douyin’s influence will deepen: Chinese travellers will continue to rely heavily on social platforms like Xiaohongshu and Douyin for inspiration and planning, making influencer marketing an even more critical aspect of travel brands’ outreach. As platforms evolve, we can expect new ad formats tailored specifically for travel.
Rise in mobile booking and engagement with digital mini-programs: With the popularity of WeChat mini-programs and travel apps, travelers will increasingly manage all aspects of their journey, from planning to booking to post-trip sharing, within these apps. Mini programs will expand further, offering more complex, end-to-end travel management solutions.
7. Shopping Tourism and Duty-Free Destinations
Shopping tourism to remain strong: Destinations known for shopping, like Japan, South Korea, and Europe, will continue to attract Chinese tourists, especially as they increasingly do pre-trip research on Xiaohongshu for popular items and luxury goods.
Duty-free and tax-free shopping hubs to grow in popularity: Areas like Hainan’s duty-free zones will see continued interest from Chinese travellers looking for luxury shopping deals, reinforcing shopping as a key activity within travel plans.
8. Increased Importance of Social Proof and Community Recommendations
Reliance on peer recommendations: Chinese travellers will increasingly look to online communities and reviews on platforms like Xiaohongshu for guidance on where to go and what to do, valuing authentic peer advice over traditional advertising. Influencers who emphasize genuine reviews will hold substantial sway over travel decisions.
Interactive content and UGC (user-generated content) campaigns: Travel brands will find success by encouraging travellers to share their experiences online, leveraging user-generated content as social proof. This will be especially effective in targeting younger audiences who are highly active on social media.
Conclusion
The 2024-2025 Travel Insight & Prediction Report captures the dynamic resurgence of Chinese outbound travel, shaped by spontaneity, premium preferences, and digital-first behaviours. As travel exceeds pre-pandemic levels, brands that embrace flexibility, sustainability, and personalized experiences will lead the way.
With Gen Z driving authentic, immersive journeys and digital tools redefining planning, the stage is set for a transformative era. Contact With Us Now to uncover actionable strategies and stay ahead in this evolving market!
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