Younger travelers lead China’s tourism surge as the country’s outbound travel rebounds nearly to pre-pandemic levels and reshapes the global tourism landscape. Millennials and Gen Z are now the key drivers of China’s travel demand, redefining how, why, and where people travel, with an emphasis on technology, spontaneity, and meaningful experiences.
China’s Outbound Market Approaches Pre-Pandemic Heights
After a sharp pandemic-driven decline, China’s outbound tourism market is making a dramatic comeback. In 2023, Chinese travelers made approximately 87 million international trips. That figure surged to around 130 million in 2024 and is expected to climb further to 155 million in 2025. If the current pace continues, the total could reach 200 million by 2028.
This resurgence underscores China’s renewed importance in international tourism, with global destinations actively working to attract Chinese travelers once more. At the heart of this revival is a youthful demographic with different motivations and expectations than those who led China’s first wave of outbound travel decades ago.
Millennials and Gen Z Take the Lead
Today, nearly half of China’s outbound travelers were born in the 1980s or 1990s, and Gen Z’s share of the market has doubled in recent years. These young travelers are spontaneous, digitally savvy, and experience-driven. Unlike earlier generations that favored guided group tours and prearranged itineraries, today’s youth plan their own adventures, often making last-minute decisions based on trending destinations, events, or online content.
Concert tourism is a prime example of this trend. When American pop star Taylor Swift performed six sold-out shows in Singapore, Chinese hotel bookings in the city surged by 400%. The concerts reportedly generated $370 million in economic activity, showcasing how large-scale events now serve as powerful magnets for international tourism.
New Priorities: Personalization, Tech, and Experience
Modern Chinese travelers, especially the younger demographic, place high value on freedom and authenticity. Budget flexibility is increasingly replaced by the desire to discover unique destinations, interact with local cultures, and enjoy curated travel experiences. Visa-free destinations such as Bangkok and Kuala Lumpur have become popular among young Chinese travelers, especially during major holidays like Chinese New Year.
Technology also plays a central role in shaping their journeys. From planning to real-time updates, digital platforms are deeply embedded in every step of the travel process:
- Xiaohongshu and Douyin (the Chinese version of TikTok) provide travel inspiration, reviews, and recommendations.
- AI-powered apps like DeepSeek deliver personalized itineraries and booking services.
- User-generated content and influencer travel vlogs influence destination choices more than traditional advertisements.
Social media is not just a discovery tool; it’s a primary driver of behavior. Trending hashtags or viral videos often result in sudden interest in previously unknown locations. This creates opportunities for niche destinations that can appeal to younger travelers through authentic and visually compelling stories.
Chinese Travel Tech and Booking Behavior
Chinese companies are also pushing the boundaries of travel tech. Atlas, a Shanghai-based travel technology firm, is already integrating AI-powered virtual assistants with human names into low-cost airline services. Mary Li, founder of Atlas, emphasized how fast the AI revolution is advancing. “Everyone in the travel industry, without exception, must ask themselves how they can redefine their own worth to consumers under conditions where technology is focused on AI.”
Chinese travelers also display highly flexible booking behavior. Surveys by China Trading Desk and Trip.com reveal that:
- 77% of Chinese outbound trips are booked less than one month in advance.
- 46% are booked within just two weeks of departure.
- Half of domestic flight bookings occur only one day before takeoff.
- 50% of hotel stays are reserved on the day of check-in.
This level of spontaneity has pushed service providers to rethink their offerings. Many airlines, hotels, and tour operators now include instant booking options, dynamic pricing, and flexible cancellation policies to accommodate evolving habits. Travel providers that can’t adapt may lose out to competitors who understand the urgency and flexibility Gen Z demands.
ITB China 2025 Highlights Youth, Innovation, and Inbound Potential
These emerging trends will take center stage at ITB China 2025, held from May 27–29 at the Shanghai World Expo Exhibition and Convention Center. This year’s edition features a significant increase in exhibitors and a sharp rise in participation from international and first-time vendors, reflecting China’s growing relevance in the global tourism economy.
Alongside its main trade show, the concurrent ITB China Conference will present keynote speeches and data-driven panels, with a spotlight on China’s evolving outbound and inbound tourism sectors. Topics will range from digital transformation and AI tools to cultural sustainability and flexible travel services.
Inbound tourism is also getting renewed attention. In 2024, inbound arrivals reached 132 million, still below pre-COVID figures but trending upward. To boost these numbers, China’s tourism authorities have launched targeted campaigns in key markets like Germany, promoted China as a winter destination, and relaxed visa restrictions for many countries. These steps are expected to significantly support tourism growth heading into 2025 and beyond.
ITB China 2025 positions itself as the ultimate platform for discovering, adapting to, and shaping the future of travel in and out of China. With young travelers at the helm, the journey ahead looks more spontaneous, more digital—and more exciting—than ever before.
