GlobalData Highlights China’s Growing Role as a Mainstay in Global Travel
Intelligence and productivity platform GlobalData reports that China is solidifying its status as a leading source market in the global travel industry, characterized by significant growth in both domestic and outbound travel.
Domestic trips continue to operate at a remarkable volume, expected to reach 4.08 billion by 2029, while outbound journey estimates are projected to hit 176.65 million by the same year. This dual-engine dynamic—fueling strong internal movement alongside increased international travel demand—is reinforcing China’s global travel influence.
A Powerhouse Market
GlobalData’s study, China Source Tourism Insight by Domestic and Outbound Tourism, illustrates how China has become a powerhouse source market in global travel. Leisure travel constitutes the main motive, representing 70.83% of outbound journeys in 2025. Families account for 53.27% of outbound travelers, closely followed by groups at 24.41%.
Shagun Sachdeva remarked: “China’s travel resurgence is not merely recovery; it’s an evolution. The market is expanding in size, experience-driven, and more value-sensitive than ever. For global destinations and travel operators, comprehending the subtleties of Chinese travelers in 2026 is essential.”
Demand Driven by Younger Travelers
Data from GlobalData indicates that travelers aged 15 to 24 are the most active demographic, comprising the largest share of both domestic and international trips. This trend suggests a sustainable long-term demand fueled by young consumers seeking immersive experiences.
Chinese outbound tourism holds considerable potential to increase yield through targeting high-spending segments. Destinations and operators should consider catering to affluent travelers, families, and groups, offering VIP airport services, private guides, luxury hotels, Michelin-star dining, and curated experiences like exclusive museum visits.
Influences on Travel Choices
Chinese travelers are significantly influenced by experiential factors. GlobalData’s Q3-2024 Consumer Survey reveals that 31% consider popular food destinations when selecting travel spots. Other influencing factors include recommendations from family and friends (15%) and affordability (10%), which is notably less than the 26% of global travelers prioritizing cost in their decisions.
In the digital realm, China represents a dynamic travel market, providing suppliers with chances to capture market share through personalized and mobile-led engagement throughout the travel journey.
Sachdeva explains: “Providers can set themselves apart with segmented products tailored for families, couples, seniors, and Gen Z, along with adaptable packages and flexible itineraries. Assistance in Chinese, 24/7 customer service, and seamless booking processes are vital for better engagement.”
Asia-Pacific Leads
Asia-Pacific emerges as the primary outbound region, with strong growth anticipated from Hong Kong, Macau, Thailand, and Japan through 2029. Simultaneously, Europe is revitalizing as a long-haul target market, with France and Germany expected to grow, bolstered by luxury retail and cultural tourism.
Domestic travel remains dominant, accounting for 95.6% of total trips in 2025, with expenditures projected at $678.04 billion in 2029.
Sachdeva concludes: “The trajectory of China’s travel sector is shifting; demands are becoming increasingly digital, segmented, and experience-oriented. Investing in ‘China-ready’ strategies and resilient operations will be essential for those looking to capitalize on this expanding momentum.”
