Chinese Tourists Love Adventures [New Trend]

The shopping trip stereotype is outdated. A growing segment of Chinese tourists now wants experiences that push them physically and mentally. Glaciers, volcanoes, desert treks, extreme sports. This is not a niche group anymore. A 2024 survey by the Hurun Report found that 38% of affluent Chinese travelers under 45 prioritize adventure activities when choosing a destination, up from 22% in 2019.

The new Chinese adventurer is going to places their parents never considered. Here’s what that looks like in practice.

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Top 10 adventure activities loved by Chinese tourists

1. Glacier hiking and snow adventures
   • Ice climbing in Iceland, snowmobiling in Norway, trekking Patagonia’s glaciers.
2. Volcano exploration
   • Hiking active volcanoes in Indonesia (Mount Bromo) or Hawaii.
3. Deep-sea diving and snorkeling
   • Coral reef diving in the Maldives, Great Barrier Reef, or Thailand’s Similan Islands.
4. Wildlife safaris
   • Tracking gorillas in Rwanda, spotting the “Big Five” in Kenya, whale-watching in New Zealand.
5. Desert adventures
   • Camel treks in Morocco’s Sahara, dune bashing in Dubai, camping in China’s own Gobi Desert.
6. Extreme sports
   • Bungee jumping in New Zealand, skydiving in Switzerland, paragliding in Turkey’s Ölüdeniz.
7. Cultural immersion treks
   • Nepal’s Annapurna Circuit, Peru’s Inca Trail to Machu Picchu, Japan’s Kumano Kodo.
8. Road trips and self-driving
   • Iceland’s Ring Road, Australia’s Great Ocean Road, California’s Pacific Coast Highway.
9. Cave exploration
   • Vietnam’s Son Doong Cave, Waitomo Glowworm Caves in New Zealand.
10. Aurora chasing
    • Northern Lights in Norway, Finland, Canada’s Yukon.

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Top 10 countries for adventure (young Chinese travelers)

1. New Zealand – Bungee jumping, Milford Sound kayaking, Lord of the Rings hikes. Simplified e-visa.
2. Iceland – Glacier hikes, volcanic terrain, Northern Lights. Schengen visa.
3. Thailand – Jungle ziplining in Chiang Mai, island-hopping in Krabi. Visa-free 30 days.
4. Japan – Skiing in Hokkaido, Mount Fuji, Okinawa diving. Streamlined for Chinese tourists.
5. Norway – Fjord kayaking, Arctic camping, reindeer sledding. Schengen visa.
6. Australia – Great Barrier Reef, Outback 4WD, Sydney coastal hikes. Online e-visa.
7. Nepal – Everest Base Camp, paragliding in Pokhara. Visa on arrival for Chinese nationals.
8. South Africa – Shark cage diving, Kruger safari, Table Mountain. E-visa available.
9. Turkey – Hot air ballooning in Cappadocia, paragliding over Ölüdeniz. E-visa for Chinese citizens.
10. Canada – Rocky Mountain trekking, Banff canoeing, Northern Lights in Yukon. Requires advance application.

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The new Chinese adventurer: what the data shows

After borders reopened, China’s richest and most experienced travelers were ready to leave the standard shopping-tour circuit behind. The new Chinese adventurer wants new destinations and new experiences, and in 2025 they are acting on it.

The Hurun Report survey of 203 high-net-worth Chinese travelers found that a growing share are heading to South America, Africa, or polar regions. These travelers have an average of 22 prior international trips and spend around $150,000 per adventure trip. They are not budget travelers.

What this type of Chinese traveler seeks

These are mostly island holidays and self-driving trips. Adventure destinations include Arctic expeditions, Antarctic cruises, South Pole treks, and deep Africa safaris. They tend to stay 18 days per trip and spend at a level that puts them among the top spenders globally.

Family and friends remain the main source of inspiration for choosing new destinations. But once they’ve decided on a place, online booking platforms like Qunar and Ctrip handle the logistics. Travel agencies were the main information source for 50% of respondents for their most special trip of the year, while 42% used third-party online booking sites and only 28% used agencies for hotel rooms.

Inspiration and booking: how it works

This is the logical evolution of Chinese outbound travel. First you go abroad in a group. Once you’ve done that a few times, and the fear of the unknown is gone, you want something different. Chinese travelers are now eager to go where the adventure is, to do things they’ve never done, just like travelers from other countries before them.

Family and friends drive inspiration. This means that web marketing aimed at families and social networks like WeChat can move large groups of potential travelers. The point is not always to reach the traveler directly but their inner circle.

How to get more bookings from adventure-focused Chinese travelers

Expert tips:

1. Optimize your website for Chinese visitors
2. Register on Chinese OTAs. Ctrip and Qunar are the best starting point.
3. Spread the word about your activities and services in Chinese media
4. Use Douyin to show adventure experiences visually, that’s the content format that drives bookings in this segment

What CTA can do for adventure tourism operators

If your product is adventure travel, the Chinese audience you want is on Douyin and Xiaohongshu. They are watching videos of bucket-list experiences. If your property or destination shows up in those feeds with compelling content, you will get inquiries.

• Douyin: short adventure videos, before-and-after formats, real traveler POV
• RED: detailed destination guides, gear tips, KOL endorsements
• WeChat: group engagement, trip planning funnels, post-trip loyalty

All services: chinesetouristagency.com/our-services/

Summary table

Adventure type	Top destination	Chinese platform to target
Glacier and snow	Iceland, Norway	Douyin, Xiaohongshu
Wildlife and safari	Kenya, South Africa	Xiaohongshu, WeChat
Extreme sports	New Zealand, Turkey	Douyin
Trekking and culture	Nepal, Japan	Xiaohongshu, Ctrip
Polar expeditions	Antarctica, Arctic	WeChat luxury groups

Also read

• 10 tips to attract Chinese tourists in 2025
• Why social media is essential to attract Chinese tourists

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Want to attract more Chinese adventurers?
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Contact us now for a free consultation.

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Pedro Wang is the founder of Chinese Tourists Agency, based in Shanghai. He has worked on Chinese inbound tourism campaigns across 30+ countries and destinations since 2012. Contact Pedro Wang directly.