The ITB China Travel Trends Report 2025/26 has been officially released by ITB China in partnership with two leading data authorities – Tourism Economics and Trip.com Group. The report examines structural shifts and evolving trends across three core areas of the China-related travel ecosystem: outbound travel, meetings, incentives & events (MICE), and inbound travel to China. Combining robust data insights with expert industry commentary, the report maps the next phase of growth and opportunity emerging across the Chinese travel landscape.
ITB China Travel Trends Report 2025/26 – Copyright: ITB China
Click here to download the Full ITB China Travel Trends Report 2025/26.
Tourism Economics, an Oxford Economics company, provides trusted industry research and forecasting to more than 500 travel businesses and destinations worldwide. Its projections are widely used in strategy, investment, and policy analysis. Trip.com Group, a leading global one-stop travel service provider, contributes deep transaction-level intelligence and consumer demand signals from its extensive outbound and inbound travel platforms.
always the right place for Trade and Culture - Shanghai
Drawing on these data strengths, a quantitative survey of 1,400 ITB China Buyer Circle members, and in-depth interviews with senior industry stakeholders, the report provides a thorough analysis of the future of travel in China, helping global travel professionals adapt to a rapidly changing market.
Lydia Li, Deputy General Manager of Messe Berlin China, said: “With this annual trends report, we aim to provide actionable insights for global partners and industry professionals interested in the Chinese travel market. Our goal is to help them better understand Chinese travel demand and industry dynamics, identify opportunities, stay in step with market shifts, and make informed business decisions.”
Outbound Travel: Two Core Segments Are Expanding — Is Generational Divergence Ahead?
Trip.com Group data show that travelers born in the 1980s and 1990s accounted for 67% of China’s outbound segment in 2024, and their influence is expected to deepen. But another powerful wave is emerging: by the end of 2025, more than 100 million “active seniors” are expected to participate in travel, with the senior travel market projected to exceed RMB 1 trillion (approx. USD 140 billion).
This is not Hawaii - its China Town Dadong in the provice of Hainan/Sanya
Is the very definition of China’s “core outbound segment” shifting? Will young digital explorers and high-potential senior travelers create two distinctly different outbound maps? How should travel brands adapt product design, service packaging, accessibility, and marketing language to serve both ends of this widening demographic barbell?
The very definition of China’s “core outbound segment” appears to be shifting. Young, tech-savvy adventurers and experience-seeking senior travelers may soon define two divergent paths in outbound travel. This raises the question of how travel brands would need to adapt their products, services, accessibility, and marketing language to effectively serve both ends of this widening demographic spectrum.
High Spend + Strong Preference: Personalization and Non-Traditional Destinations Are Reshaping Demand
Chinese travelers are moving beyond “checklist sightseeing” toward emotionally resonant, lifestyle-driven, and culturally grounded travel. According to the ITB China Buyer Survey, 82% of respondents already offer customized destination programs. Yet, structured group formats remain relevant: 48% of Chinese travel agents still sell seat-in or small-group destination tours.
When the desire for freedom meets real-world constraints — such as time, language, visas, and cost —identifying the inflection point becomes crucial. The innovation of the hybrid model that ultimately succeeds will rest with those who can navigate these challenges effectively.
Entertainment, food and culture three big words in Wuhan
Tourism Economics’ analysis shows that Chinese outbound travelers spent more per night in 2024 than travelers from any other major source market. Which traveler segments are willing to pay a premium for deeper, non-traditional destination experiences? And how can suppliers scale emotionally rich travel offerings without compromising authenticity?
Global Expansion of Chinese Enterprises Is Fueling MICE Demand — Bleisure Emerges as a Growth Engine
In the ITB China Buyer Survey, 83% of respondents identified “business + leisure” (bleisure) as a key growth opportunity. This signals a shift in corporate travel priorities: companies are looking beyond pure meeting logistics toward integrated experience value for delegates, teams, and clients. As organizations place greater weight on employee well-being, engagement, and brand storytelling, the growth engine for MICE may be shifting from cost management to value creation.
What do Chinese corporate clients now expect from destinations? Better connectivity? Deeper cultural immersion? Flexible options for leisure extensions? The full report explores these questions in detail, analyzing relevant data, industry verticals, and the key drivers behind destination choices.
Technology & Policy Are Unlocking New Momentum for Higher-Quality Growth
More than half of surveyed ITB China buyer circle members report using AI tools in current operations—most commonly for product recommendations, customer service applications, and market or data analysis. AI is now impacting every link in the travel value chain, from personalization to dynamic pricing to service automation.
How can travel companies balance AI-driven efficiency with human-centered experiences? As visa easing, digital payments, and rebuilding of air connectivity lower friction across borders, what structural changes—product redesign, segmented revenue models, full-journey data integration—will be required to convert infrastructure and technology readiness into sustained, high-quality growth?
The new attraction for tourists with good power
Inbound Recovery: China’s Attractiveness to International Travelers Is Rising
Inbound travel to China is entering a new phase of expansion. Tourism Economics projects China’s share of global inbound overnights will continue to rise as visa facilitation improves, air capacity rebuilds, and cities expand product depth and service readiness. At the traveler level, behavior is shifting: demand for FIT (free independent travelers) is strengthening; social media is increasingly influential in trip planning; immersive, lifestyle-led, and culturally authentic experiences are gaining ground over traditional landmark “checklist” touring; and non-traditional destinations across China are attracting more attention.
Questions arise for destinations, DMCs, and product developers: how should marketing, distribution, and on-the-ground experience design evolve to match this changing demand mix? Should providers continue to prioritize legacy source markets, or move earlier to cultivate fast-emerging ones? In the next wave of international source-market competition, who will spot the inflection first—and win the traveler relationship?
Also China - here Hangzhou
Download the Report
The ITB China Travel Trends Report 2025/26 is an annual industry intelligence resource that goes beyond topline data. It explores the forces reshaping demand, supply, product strategy, channel behavior, and policy impacts across China-related travel. For travel leaders seeking signals, opportunities, and context to guide forward planning, this year’s edition offers evidence, interpretation, and actionable direction.
