The Chinese Tourism Boom: 155 Million Trips by 2026
Chinese outbound tourism is back, and it is bigger than most people expected. In 2024, Chinese nationals made over 130 million international trips, spending approximately $196 billion abroad. That is not yet back to the 2019 record of 155 million trips, but the gap is closing fast. By 2026, most forecasts point to Chinese outbound travel fully surpassing pre-pandemic levels. For tourism businesses around the world, this is one of the clearest growth opportunities available right now.
Top destinations for Chinese tourists in 2025
According to Ctrip’s 2025 booking data, the most popular international destinations for Chinese travelers are:
- Thailand
- Japan
- France
- South Korea
- Australia
- Singapore
- Malaysia
- United States
- United Arab Emirates
- Philippines
Asia still dominates in volume. But long-haul destinations like France, Australia, and the UAE are gaining ground as Chinese travelers get more confident and more adventurous with each passing year.
What Chinese tourists are looking for in 2025-2026
Experiences, not just sights
Chinese tourists today want to feel something, not just photograph something. Cooking classes in Tuscany. Maori cultural ceremonies in New Zealand. Night markets in Bangkok. The era of the 10-country European bus tour that stops for 45 minutes at the Eiffel Tower is giving way to slower, more personal travel. This shift is especially strong among travelers under 35.
Shopping remains a core driver
Do not underestimate it. Chinese tourists still allocate a significant portion of their travel budget to shopping, especially for luxury goods, cosmetics, local specialties, and products that are cheaper or more authentic abroad. In Europe, Chinese tourists historically spend around 40% of their total trip budget on shopping. Luxury brands, wine, and regional food products are consistent top categories.
Independent travel is now the norm
In 2019, around 55% of Chinese outbound travelers still preferred organized group tours. By 2024, independent and semi-independent travel had become the majority. Younger, educated Chinese travelers book through Ctrip or Fliggy, plan their own itineraries using Douyin and Xiaohongshu content, and move at their own pace. The tourism businesses that thrive in 2025-2026 will serve both group travelers and this fast-growing independent segment.
Safety and digital comfort are non-negotiable
Chinese travelers, especially first-timers going long-haul, rate safety very highly when choosing a destination. Destinations with clear safety records and Chinese-language information perform better. Equally important: Alipay and WeChat Pay acceptance, Chinese-language signage, and being listed on Ctrip. These are not perks. They are baseline expectations.
The opportunity for global tourism players
Only 190 million out of 1.4 billion Chinese nationals hold passports. That means the market is still in early stages relative to its total potential. As passport adoption rises and disposable incomes continue growing, the number of first-time outbound travelers will keep expanding for years. Getting your destination or business in front of these new travelers before your competitors do is the whole game.
Source: China National Tourism Administration (CNTA) 2024 annual report: 130 million international trips made by Chinese nationals, with $196 billion in total overseas spend.
Source: Mafengwo.cn 2024 traveler behavior study shows 71% of Chinese outbound travelers under 35 planned their trips using Douyin and Xiaohongshu content before booking on Ctrip or Fliggy.
5 things to do now to attract Chinese tourists
- Build a Chinese website: A Mandarin-language site hosted in China (Alibaba Cloud or Tencent Cloud) loads fast and shows professionalism. Without it, you are invisible in Chinese search results.
- Get on Chinese social media: Douyin for discovery, Xiaohongshu for trust. These two platforms drive the vast majority of travel inspiration for Chinese tourists under 40.
- List on Ctrip and Fliggy: These are where bookings happen. Complete Mandarin listings with real photos and clear policies are essential.
- Accept Alipay and WeChat Pay: Chinese tourists rarely carry foreign cash. Mobile payment acceptance removes a real barrier to conversion.
- Generate Chinese reviews: Mafengwo, Dianping, and Xiaohongshu reviews from real guests are your strongest marketing asset in this market. Actively encourage satisfied Chinese guests to post.
Why Your Chinese Digital Presence Matters
Chinese tourists research and decide before they leave home. If you are not part of their pre-trip digital experience, you are not part of their trip. Here is what the full presence looks like:
- Chinese website with ICP license: Locally hosted, fast-loading, optimized for Baidu.
- Douyin: The main discovery channel today. Short video content drives real booking intent.
- Xiaohongshu (XHS/RED): Trust-building. Real reviews from real travelers. Non-negotiable for any destination serious about this market.
- Baidu SEO and PPC: Appear when Chinese travelers search your destination or category.
- WeChat: Loyalty and direct communication. Keep past guests engaged and drive referrals.
Our team builds this kind of presence for tourism brands every day: our services, Douyin marketing, Chinese digital marketing.
FAQ
How big is the Chinese outbound tourism market in 2025?
In 2024, Chinese nationals made over 130 million international trips and spent approximately $196 billion abroad. The market is recovering steadily toward the 2019 record of 155 million trips. By 2026, most industry forecasts expect Chinese outbound travel to exceed pre-pandemic levels. With only 190 million out of 1.4 billion Chinese holding passports, the long-term growth runway is enormous. This is not a market that is slowing down.
What do Chinese tourists spend the most money on abroad?
Shopping is historically the largest single category, especially for luxury goods, cosmetics, alcohol, and local specialty products. But spending patterns are broadening. Chinese tourists increasingly allocate meaningful budget to experiences: guided tours, adventure activities, cooking classes, wine tastings, and premium accommodation. In Europe, the average Chinese tourist spends around 40% of their trip budget on shopping, with the rest going to food, accommodation, and activities.
Which Chinese platforms should tourism businesses focus on?
Start with Douyin and Xiaohongshu for discovery and trust. Add Ctrip and Fliggy for booking visibility. Use Baidu SEO to appear in search results during the research phase. And build a WeChat official account for direct communication and loyalty. These five platforms cover the full Chinese traveler decision cycle, from first inspiration through to post-trip reviews. Do not spread yourself thin. Build these five properly before adding anything else.
Is French tourism still attractive to Chinese tourists?
Yes. France consistently ranks in the top three long-haul destinations for Chinese tourists. Paris, the Loire Valley, the French Riviera, and the wine regions of Bordeaux and Burgundy all have strong appeal. Chinese tourists tend to include France as part of a European trip, spending more per day in France than in most other European destinations. The key for French tourism operators is to build Chinese digital visibility on Douyin and Xiaohongshu and ensure basic Chinese-language support is in place before the next wave of visitors arrives.
Chinese tourism is back. Get ready.
The market is real, the numbers are moving in the right direction, and the travelers are actively looking for new destinations and experiences. Whether you run a hotel in Bangkok, a winery in Marlborough, or a tour company in Paris, now is the time to build your Chinese presence. Visit our services page and let’s build your China strategy together.
Marcus Zhan is a digital strategist at CTA with over 10 years of experience helping international brands grow in China. He specializes in Douyin, Xiaohongshu, and Chinese SEO.
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hi
Nice article really. Very interesting.
I have seen a similar trend with many web designers using the Genesis (StudioPress) framework as the base for a WordPress site. Out of the box it has excellent SEO features to attract Chinese tourist… Does it really work?
I also like they way they utilize child templates to ensure WordPress and Genesis updates do not break (are less likely to) your site. As a paying customer you also have access to a support forum to resolve those tricky customization issues.
It is good for Baidu ? It is what Chinese people use no?
Does anyone else recommend another WordPress frameworks or an online source for well-designed templates for building tourism websites?
Only Chinese tourists can make luxury shopping look like a competitive sport. In Paris they move in formation: one distracts with questions, two load the bags, one handles the tax forms like a pro accountant. A grandma once bought 12 Hermès scarves and calmly said, “Last time I only got 8, my mahjong friends complained.” The store ran out of stock and had to call the warehouse. Meanwhile Western tourists are taking selfies with croissants. These legends treat overseas travel like a Black Friday raid with better scenery. Their motto? “See the world… and bring half of it home in monogrammed packaging.” 🙂
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An other interesting article.
You only focused on France, other country may be interested no?
Australia, New zealand or Asian country Thailand is super popular
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