In Brief: China’s travel market continued to expand in 2025, with outbound trips reaching 167.92 million and international arrivals rising 31% to 35.17 million, according to the ITB China Travel Trends Report 2026/27. The report identifies demand for personalized experiences, evolving destination choices, wider use of artificial intelligence and changing corporate-event budgets as major market developments.
-
China Travel Report Points to Growth in Outbound, Inbound and AI-Driven Travel – Image Credit Unsplash
Outbound Travel Increases in 2025
Mainland Chinese residents made 167.92 million outbound trips in 2025, a 16% increase from the previous year. More than half of surveyed outbound travel companies recorded turnover above $3.5 million during the year.
Asia-Pacific destinations remain the main choice for Chinese travelers, though demand for longer-haul destinations in Europe, the Americas and the Middle East is also developing. Travel decisions are increasingly affected by visa policies, flight availability and relations between countries.
Georgia has attracted more Chinese visitors after introducing 30-day visa-free entry for Chinese citizens. Egypt recorded more than 20% growth in Chinese visitors in 2025, supported by visa-on-arrival arrangements and direct air connections.
International Arrivals to China Rise
China received 35.17 million foreign visitors in 2025, up 31% from 2024. Continued visa-facilitation measures have made travel to China more accessible for international visitors.
Cultural sites, food and natural attractions remain central draws for travelers entering China. South Korea, Vietnam, Malaysia and Singapore were identified as important Asian source markets. The United States, Canada, the United Kingdom and Germany were among the major longer-haul markets. Russia, Italy and Australia also recorded growth.
Travelers Place More Weight on Quality and Flexibility
Chinese travelers are becoming more varied in their expectations, making standardized products less effective. While price remains a consideration, travelers are increasingly assessing value through service quality, flexibility and access to experiences tailored to their interests.
In the luxury segment, demand is moving away from material displays of wealth and toward cultural activities, private access and customized services. Cruise operators are competing through personalized itineraries and digital services across international, expedition and river-cruise offerings.
Cultural and study travel is also shifting beyond conventional sightseeing. Travelers increasingly seek programs that combine travel with learning, local engagement and defined educational outcomes. In outdoor and sports travel, providers face demand for specialized itineraries, professional guidance and community-based activities. These products also require attention to long-term sustainability.
AI Becomes More Common in Planning and Operations
Artificial intelligence is playing a larger role in travel planning, booking and service delivery. Tourism Economics’ 2025 Travel Trends Survey found that the proportion of global travelers using AI chatbots or virtual assistants had nearly doubled year over year. Nearly one in five respondents used such tools to plan international travel.
Travel companies are using AI for customer service, operations and content production. These applications can reduce costs and improve efficiency. For travelers, AI tools can support itinerary planning, booking decisions and in-destination information.
Wider use of the technology will need to be balanced with expectations for trust, human support and personalized service.
Corporate Events Respond to Budget Pressure
China remains an important market for meetings, incentives, conferences and exhibitions both as a destination and as a source of outbound business travel.
Finance, insurance, property, pharmaceuticals and medicine remain major client sectors. Technology, new energy, robotics, internet companies and advanced manufacturing are becoming more significant sources of business-event demand.
Large technology, financial and multinational companies are directing spending toward fewer events with broader strategic objectives. Small and medium-sized businesses, as well as firms undergoing organizational change, are more likely to hold smaller, more frequent gatherings aimed at specific audiences.
MICE providers face the challenge of meeting higher expectations for personalized service while operating under tighter budgets.
Read the full ITB China Travel Trends Report 2026/27.