Reading Time: 3 minutes
The ITB China Travel Trends Report (TTR) delivers a detailed exploration of the latest trends and shifts within the Chinese tourism sector, providing critical insights into the behaviors, preferences, new destinations, and dynamics of Chinese travelers. For the 2024/25 edition, Trip.com Group, a global comprehensive travel service enterprise, has teamed up as a principal collaborator with ITB China, contributing a wealth of tourism data pertaining to China’s travel industry to enhance the richness of the report’s analysis and forecasts.
The foundation of the report stems from a comprehensive survey undertaken by ITB China, which gathered responses from over 1,000 buying delegates within the ITB China Buyer Circle. The report is further enriched by a number of executive interviews with association representatives, leading travel agencies, notable industry newcomers, and corporate and MICE buyers.
Lydia Li, Director of ITB China, stated: “By staying on top of the latest trends, ITB China’s global exhibitors and partners can better position themselves in the competitive landscape and differentiate their offerings to attract Chinese travelers”.
Sun Bo, Chief Marketing Officer of Trip.com Group and Executive Vice President of China Tourism Association, says: “After a steady recovery last year, China’s outbound and inbound travel market is poised for rapid growth. We are pleased to partner with ITB China to provide global industry operators with business inspiration and industry insights through the Travel Trends Report.”
In 2024, China’s outbound travel market is experiencing a robust resurgence. Although recovery rates vary, the relaxation of visa regulations and the restoration of air travel capacities are significantly contributing to the return of Chinese tourists. The ITB China Buyer Survey reveals that 75% of industry stakeholders are optimistic about their outbound operations, anticipating that they will meet or surpass their 2019 performance levels.
The demographic of Chinese travelers is evolving, with Trip.com Group’s data indicating that the younger post-90s and post-00s generations now represent 40% of the outbound market, overtaking the post-80s who account for 29%. This shift is fueled by the younger travelers’ financial independence and desire for adventure, sparking a robust increase in demand for overseas trips.
Chinese tourists are increasingly prioritizing immersive and restorative travel experiences. This shift is evident in the growing preference for smaller groups, independent itineraries, and tailor-made journeys. According to the ITB China Buyer Survey, the most favored travel activities include urban explorations and family vacations, each capturing the interest of over 50% of travelers. Cultural excursions, educational trips, and island retreats are also popular, along with niche markets like gourmet explorations, adventure tourism, eco-tourism, senior travel, spa retreats, and winter sports.
Travel firms in China are leveraging digital platforms such as WeChat, Douyin (Chinese TikTok), and Xiaohongshu (Little Red Book) for broader engagement and increased revenue generation. For example, a GZL-affiliated travel agency reported a significant revenue of RMB 1.13 million in a single day on Douyin, accumulating nearly RMB 12 million over a month.
The report also sheds light on the Chinese MICE and corporate travel sectors, noting that visa policies, flight availability, budget considerations, and desired experiences are crucial in shaping destination choices and other MICE-related decisions. The concept of combining business with leisure is increasingly popular, with 95% of business travelers in 2023 expressing interest in extending their trips for leisure, marking a 3.7% increase from the previous year, according to Trip.Biz data.
Furthermore, the “China Inbound Travel” section of the ITB China Travel Trends Report discusses strategies for enhancing overseas marketing and capitalizing on destination attributes. According to Tourism Economics, a division of Oxford Economics, China’s inbound tourism is projected to grow significantly in the coming decade, propelled by more relaxed visa policies, focused marketing efforts, and enhanced tourism infrastructure.
The post ITB China Travel Trends Report 2024/25 Unveils Latest Insights into Chinese Tourism Dynamics appeared first on Travel And Tour World.