China has become one of the top global sources of tourists

China is the world’s largest source of outbound tourists. In 2024, Chinese travelers made over 130 million international trips, spending an estimated $196 billion abroad. That number is climbing fast in 2025-2026 as more Chinese nationals get passports and middle-class income keeps rising. If you work in tourism, hospitality, or travel marketing, China is not a market you can ignore.

The numbers you need to know

• 130+ million international trips in 2024 (CNTA), approaching the 2019 record of 155 million
• $196 billion spent abroad in 2024, making China the top spending nation in global outbound tourism for the fifth straight year
• Only 190 million Chinese hold passports out of 1.4 billion people. That means most of the growth is still ahead.
• Top destinations in 2025 per Ctrip data: Thailand, Japan, France, South Korea, Australia, Singapore, the US, Malaysia, Italy, and the UAE
• Europe saw Chinese visitor numbers rise 97% between 2023 and 2024. Africa, though still small in volume, grew 306% since 2022.

Source: CNTA (China National Tourism Administration) 2024 annual report on outbound tourism volumes and spending patterns.

Where Chinese tourists go and why

Asia still dominates. Thailand, Japan, and South Korea are the top three picks, driven by short flight times, easy visa access, and familiar cultural touchpoints. But the mix is changing. More Chinese travelers are choosing long-haul destinations for cultural experiences, not just shopping. Rome, Cairo, Paris, New Zealand, and Saudi Arabia are all seeing real growth.

Hong Kong used to be the automatic first stop. That’s less true today. Younger travelers want original experiences, not familiar ground. They are planning their own trips, booking through Ctrip or Fliggy, reading reviews on Xiaohongshu, and watching Douyin travel content before they ever set foot on a plane.

Five types of Chinese traveler

1. Luxury shoppers: High-income travelers going to Paris, Milan, or Tokyo for brands. VIP services and tax-free shopping are must-haves.
2. Adventure seekers: Younger travelers choosing safaris, hikes, and diving trips. Experience over stuff.
3. Cultural enthusiasts: History lovers planning trips around UNESCO sites, museums, and local festivals.
4. Family vacationers: Parents looking for safe, kid-friendly destinations with clear Chinese-language support.
5. Bleisure travelers: Business trips extended into leisure. Common in Hong Kong, Singapore, and Tokyo.

The 15-to-34 age group drives the market. They are heavy Douyin users, active on Xiaohongshu, and they research every destination before booking. They call themselves travelers, not tourists. They want stories, not packages.

Source: Mafengwo.cn 2024 Chinese outbound traveler behavior report shows 78% of travelers under 35 research destinations on short-video platforms before booking.

Why Your Chinese Digital Presence Matters

If Chinese tourists cannot find you in Chinese, on Chinese platforms, they will find your competitor instead. Here is what a strong presence looks like in 2025-2026:

• Chinese website with ICP license: A locally hosted site (Alibaba Cloud or Tencent Cloud) loads fast in China. Without it, you are invisible.
• Douyin: The main discovery channel today. Short videos drive real booking intent. Hotels, attractions, and tour operators that post on Douyin see direct traffic spikes.
• Xiaohongshu (XHS/RED): Where Chinese travelers go to trust-check a destination. Real user reviews build credibility that ads cannot buy.
• Baidu SEO and PPC: Google does not work in China. Baidu does. Ranking on Baidu or running Baidu ads gets you in front of travelers at the research stage.
• WeChat: Loyalty channel. Once a traveler is interested, WeChat keeps them engaged, handles bookings, and drives repeat visits.

Our team at Chinese Tourist Agency builds this kind of presence for international tourism brands every day. Start with our services page to see what we can do together.

For a full breakdown of platform strategy, read our guides on Douyin marketing, Xiaohongshu marketing, and WeChat marketing.

FAQ

How many Chinese tourists traveled abroad in 2024?

Over 130 million international trips were made by Chinese nationals in 2024, according to CNTA. That is close to pre-pandemic levels and the trend for 2025-2026 is clearly upward. Passport adoption is still low relative to China’s total population, so there is real room to grow. For destinations that are ready, the timing is very good right now.

What do Chinese tourists spend money on abroad?

Shopping remains a major driver, especially for luxury goods, cosmetics, and local specialty products. But spending patterns have broadened. Food experiences, unique accommodation, guided cultural tours, and adventure activities are all growing categories. Chinese tourists spent $196 billion internationally in 2024. The traveler who only wanted to shop at duty-free is being replaced by someone who also wants an authentic local dinner and a well-curated walking tour.

Which platforms do Chinese tourists use to plan trips?

The main ones are Douyin (short video discovery), Xiaohongshu (review and inspiration), Ctrip and Fliggy (booking), and WeChat (communication and loyalty). Google, Instagram, and TripAdvisor are largely irrelevant for the Chinese traveler market. If your brand is not present on at least two of these platforms, you are missing most of the decision-making process before the traveler even arrives.

How can a tourism business start attracting Chinese tourists?

Start with visibility. Get a Douyin presence, even a simple one, and create a Xiaohongshu profile where travelers can leave reviews. Make sure your website loads in China, which means either a Chinese-hosted version or at minimum a CDN that covers the Chinese market. Then think about Baidu SEO so you appear when people search for your destination or category. Our team at Chinese Tourist Agency can help you build this step by step without wasting budget on the wrong things.

Ready to attract more Chinese tourists?

Chinese outbound tourism is one of the biggest growth opportunities in global travel right now. The market is back, spending is up, and younger Chinese travelers are actively looking for new destinations. If you put the right digital presence in place today, you are set to benefit for years. Visit our services page and let’s build your China strategy together.

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Marcus Zhan is a digital strategist at GMA with over 10 years of experience helping international brands grow in China. He specializes in Douyin, Xiaohongshu, and Chinese SEO.