10 Trends in Tourism in China for 2025
China is one of the world’s largest and most dynamic tourism markets, both as a destination and a source of outbound travelers. With its rich cultural heritage, breathtaking natural landscapes, and rapidly expanding middle class, China has become a key player in the global travel industry. Over the past few decades, tourism in China has experienced exponential growth, driven by economic development, improved infrastructure, and government initiatives to promote travel.
Key Insights on China’s Tourism Industry

Domestic Tourism
- Scale: Domestic tourism dominates China’s travel market. In 2023, over 4.1 billion domestic trips were made, generating more than RMB 4.23 trillion (USD 580 billion) in revenue.
- Growth Drivers: Rising disposable incomes, improved transportation networks (high-speed rail and airports), and strong government promotion of regional travel.
Outbound Tourism
- Pre-Pandemic Peak: Before the pandemic, China was the largest source of outbound tourists globally, with over 155 million international trips in 2019, contributing USD 254 billion to the global economy.
- Post-Pandemic Recovery: By 2024, outbound tourism had recovered to approximately 70% of pre-pandemic levels, with further growth expected in 2025 as travel restrictions eased globally.
- Popular Destinations: Top destinations include Thailand, Japan, South Korea, Europe, and North America. Regional proximity and cultural familiarity often influence travel choices.
Inbound Tourism
- International Visitors: China attracted 32 million international tourists in 2019, contributing USD 40 billion in tourism revenue.
- Challenges: The post-pandemic recovery of inbound tourism remains slower, influenced by global economic conditions and visa regulations.
- Explosion of Xiaohongshu (RED) in Travel Inspiration
- Trend: Xiaohongshu is becoming the go-to platform for travel inspiration, especially among younger travelers. The platform’s user-generated content (UGC) allows travelers to explore real, detailed itineraries and reviews.
- Impact: Travelers trust authentic experiences shared by influencers and peers over traditional advertising.
- Opportunity: Brands can collaborate with travel XHS influencers to create compelling, localized content showcasing destinations, hotels, and experiences.

- Douyin as a Driver of Tourism Trends
- Trend: Short-form videos on Douyin are shaping travel decisions, with captivating visuals of destinations going viral.
- Impact: Douyin’s KOLs (Key Opinion Leaders) and livestreamers play a pivotal role in influencing where travelers choose to go.
- Opportunity: Destinations and brands can leverage Douyin to host livestreams, showcase attractions, and offer flash travel deals.

- Dominance of Online Travel Agencies (OTAs)
- Trend: Over 90% of travel bookings in China are now made through OTAs like Ctrip, Fliggy, and Qunar, as travelers prefer the convenience and variety they offer.
- Impact: OTAs are the primary channels for bookings, offering dynamic packaging of flights, hotels, and local tours.
- Opportunity: Tourism providers should partner with leading OTAs and optimize listings to stand out in competitive digital marketplaces.
- Rise of Mafengwo as a Travel Planning Tool
- Trend: Mafengwo’s crowd-sourced reviews and community-driven content make it an essential resource for itinerary planning.
- Impact: Travelers rely on user-generated reviews to discover hidden gems and plan personalized trips.
- Opportunity: Businesses can leverage Mafengwo to create brand pages, engage users, and showcase unique experiences.

- Focus on Sustainable Tourism
- Trend: Eco-conscious Chinese travelers are prioritizing destinations that emphasize environmental sustainability and cultural preservation.
- Impact: Green tourism initiatives, from carbon-neutral accommodations to wildlife conservation tours, are gaining traction.
- Opportunity: Highlight eco-friendly practices and sustainable experiences to attract socially aware tourists.

- Smart Tourism and AI Integration
- Trend: The use of AI for personalized recommendations, virtual tours, and seamless booking experiences is booming.
- Impact: Smart apps and AI-powered travel tools are revolutionizing the way travelers explore and book their trips.
- Opportunity: Invest in AI-driven marketing strategies and virtual tours to offer immersive previews of destinations.
- Growth of Domestic Tourism
- Trend: Domestic travel remains strong, fueled by pandemic-era habits and the growth of underexplored destinations like Harbin, Guizhou, and Xinjiang.
- Impact: Regional travel campaigns and promotions are driving significant traffic to second- and third-tier cities.
- Opportunity: Target domestic travelers by promoting unique local experiences, cultural festivals, and seasonal highlights.
- Immersive Cultural and Heritage Experiences
- Trend: Travelers are seeking deeper cultural immersion, such as participating in traditional crafts, culinary experiences, and local festivals.
- Impact: Heritage tourism is growing as a segment, with younger travelers eager to connect with history and traditions.
- Opportunity: Promote cultural authenticity and organize hands-on experiences for tourists to engage with local communities.
- Solo and Female Travelers on the Rise
- Trend: A growing number of solo travelers, especially women, are shaping travel demands, prioritizing safety, and unique experiences.
- Impact: Customized offerings for solo and female travelers, such as women-only tours or hostels, are becoming popular.
- Opportunity: Design and market travel packages that cater to this demographic with tailored itineraries and added safety features.
- Integration of Influencer Marketing with Tourism
- Trend: Influencers on platforms like Douyin, Xiaohongshu, and WeChat are becoming integral to promoting destinations and services.
- Impact: Influencers generate significant ROI by driving bookings and awareness with authentic endorsements.
- Opportunity: Partner with travel influencers to create viral campaigns, leveraging their reach and storytelling capabilities to promote destinations.

Key Insights:
The future of tourism in China is shaped by tech-driven convenience, social media influence, and an increasing focus on authentic, sustainable experiences. Businesses and destinations that embrace these trends will thrive in this evolving market.