Outbound Travel Trends in China
China’s outbound travel segment is witnessing profound changes as highlighted in the ITB China Travel Trends Report 2025-26. The report points out two dynamic groups fueling outbound tourism: tech-savvy young explorers and affluent senior tourists who are seeking rich experiences.
According to data from Trip.com Group, millennials and Gen Z travelers, born in the 1980s and 1990s, made up 67% of outbound travel in 2024. By the end of 2025, it is expected that more than 100 million ‘active seniors’ will engage with travel markets, with the projected senior tourism economy surpassing RMB 1 trillion (approximately $140 billion).
These groups are driving a shift towards a more personalized and culturally immersive travel experience. Young travelers often seek lifestyle-driven adventures that are emotionally resonant, while seniors prefer slower-paced, curated trips rich in cultural substance.
Requirement for Bleisure and MICE Opportunities
The report outlines that 83% of Chinese travel buyers recognize ‘bleisure’ as a key area for development. Corporate clients are shifting towards value-based travel that merges business meetings with relaxation and cultural experiences. In response, destinations are compelled to rethink their MICE (Meetings, Incentives, Conferences, Exhibitions) offerings, emphasizing wellness and storytelling.
Embracing Technology and Personalization
Recently, about half of the members of the ITB China Buyer Circle have reported using AI tools across various operations including customer service and dynamic pricing strategies. The travel industry now faces the challenge of integrating AI efficiencies with personalized service in ways that resonate across diverse age groups.
As the recovery of China’s outbound tourism accelerates, it also becomes crucial to provide emotionally rich experiences and flexible offerings tailored to both independent young travelers and culturally-focused seniors.
Revitalizing Inbound Tourism in China
China’s inbound tourism is also on the rise, aided by easing visa regulations, increasing flight capacities, and investments in infrastructures that accommodate free independent travelers (FIT). Social media is transforming travel planning and influencing behaviors for both domestic and inbound visitors.
