Significant Growth in Chinese Outbound Travel Market Expected for 2026
A study highlights the promising outlook for China's outbound tourism sector, driven by evolving travel preferences and economic factors.
Significant Growth in Chinese Outbound Travel Market Expected for 2026
A recent study conducted in preparation for the China Outbound & Inbound Travel Market (COITM) 2026 shows that China’s expansive outbound travel market is poised for continued growth in 2026. This growth is likely linked to the introduction of more visa-free policies for Chinese travelers and the strength of the Chinese currency.
The study aimed to deepen understanding of insights from industry practitioners and to identify the latest trends among China’s outbound tour operators and travel agents. A total of 3,000 outbound travel professionals were sampled from the COITM database, along with an additional 15 professionals, via email and WeChat, resulting in 310 valid responses.
On January 28th, during an online seminar with Dragon Trail International, relevant highlights from the survey were presented by COITM’s Founder, Qinghui Qing, under the theme Working with the Chinese Travel Trade in 2026.
Survey Participants and Findings
Market Forecasts
According to the survey:
- 14% of respondents predict that the outbound travel market will grow by over 20%.
- 33% believe it will grow between 10% and 20%.
- 46% expect steady recovery, with approximately a 10% increase as it approaches levels seen in 2019.
Key Growth Drivers
- Over 75% attribute growth to Gen Z’s demand for personalized travel experiences.
- 67% highlight silver travelers (aged over 60) as significant drivers due to their wealth and availability for travel.
- Nearly 49% believe the “new middle class” seeking quality travel experiences is also fueling growth.
Destinations and Travel Products
This year, favored destinations for Chinese travelers include Southeast Asia, South Korea, Australia, and New Zealand, with South America emerging as a popular option.
Product Preferences
- 66% favor high-quality, niche tours.
- 62% prefer wellness retreats.
- 56% showed interest in integrating technology into travel.
- Immersive cultural experiences (47%) and personalized products (46%) are also sought after as travelers look for high-value experiences.
Supplier Needs
The preferred suppliers identified by tour operators include customized tourism providers (68%), attractions (44%), and economical accommodations (42%).
Expectations from COITM 2026
Indeed, around 72% of respondents hope COITM will facilitate connections with international tourism boards and associations. More than half also want COITM to organize high-quality B2B meetings and provide travel resources.
COITM is structured as a multi-pathway B2B platform, offering opportunities for collaboration among global destinations, hospitality brands, and professional travel buyers, aiming to enhance the industry ecosystem and support sustainable growth in the tourism market.
For more information on COITM 2026, visit: COITM 2026 and Inquire about Exhibiting.
