130Million Chinese tourists in 2024 in the world

Uncredible. China’s outbound travel market is experiencing a vigorous resurgence, with outbound tourist numbers surpassing 87 million in 2023 and projected to climb to 130 million this year, as revealed by the latest ITB China Travel Trends Report.

The report, which surveyed over 1,000 buyer representatives from the ITB China Buyer Circle, indicates a strong market confidence with 75% of respondents expecting their outbound business to match or exceed pre-2019 levels by the end of 2024. This optimism is sustained despite challenges like visa issuance delays and limited flight capacities.

This rebound suggests that Chinese tourists are set to become a familiar presence in global shopping destinations once again, despite a domestic pullback on major spending.

Driving Forces in Market Recovery The resurgence is predominantly driven by younger generations, notably those born after the 1990s and 2000s. Their growing financial autonomy and eagerness for new experiences are propelling a rise in outbound travel demand. According to the China Tourism Academy, this demographic—educated travelers aged 22 to 41—comprises nearly 83% of China’s outbound tourists. Trip.com Group’s data corroborates this, showing that these younger travelers now outpace the previous generation in outbound travel participation.

Travel Patterns and Preferences During the 2023 Lunar New Year, travel patterns revealed a preference for visa-free destinations like Singapore, Thailand, and Malaysia, which saw over a 30% increase in visits compared to 2019. Meanwhile, medium to long-haul destinations along the Belt and Road Initiative, including Saudi Arabia, the UAE, Türkiye, and the Maldives, have also noted significant growth in Chinese visitors.

Looking ahead to 2025, ITB China forecasts an increase in travel to Europe, with destinations ranging from popular spots like France, Spain, and Greece to lesser-visited locations such as Serbia and Montenegro.

Emerging Travel Trends The evolving preferences of Chinese tourists underscore a shift towards more personalized and immersive travel experiences. Sightseeing, city walks, family holidays, and cultural tours are among the top travel themes. Moreover, innovative offerings like snow aurora-themed tours are seeing high demand, reflecting an appetite for unique, thematic travel experiences.

Technological Impact on Travel As digital transformation reshapes the travel landscape, platforms like WeChat, Douyin, and Xiaohongshu are becoming integral to travel planning and booking. The adoption of artificial intelligence (AI) is enhancing traveler experiences and operational efficiencies, with tools like AI chatbots improving service delivery and assisting in tailored trip planning.

Travel companies are leveraging AI not just for enhancing customer service but also for optimizing pricing strategies and fraud prevention, thereby reducing costs and improving profitability. This adoption of advanced technologies is crucial for staying competitive in

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