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July has been a whirlwind for Kent Cai, a well-traveled native of Zhejiang, who has crisscrossed international cities like Kuala Lumpur, Osaka, Macau, Jakarta, and Sydney. Over the course of the month, he has successfully managed six overseas study tours, guiding over 150 Chinese college students on educational adventures abroad.

Since China lifted travel restrictions early last year, there has been a noticeable increase in student interest in overseas tours, reminiscent of pre-pandemic enthusiasm. However, changing visa policies and rising global inflation have made the United States a less attractive destination than it once was.

Industry experts observe a growing trend among Chinese students to consider educational opportunities in Asia and other Western countries, notably the UK and Australia. This shift is driven by a combination of economic factors and the allure of new cultural experiences.

Cai highlights that his business in organizing overseas study tours and exchanges has seen a significant rebound, doubling from last year and matching the levels seen in 2019. The market for China’s study tourism industry was valued at 147.3 billion yuan (US$20.3 billion) in 2023, slightly down from 152.3 billion yuan in 2019, as per a report by Beijing-based consultancy Guanyan Tianxia. A recent report by iiMedia Research projects the market will grow to 179.1 billion yuan this year and exceed 300 billion yuan annually by 2028, with two-thirds of surveyed parents eager to have their children join these educational tours.

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