Young people set the pace in the Chinese travel market

China’s outbound tourism and the importance of major international events

Everyone would love to host megastars like her: when pop icon Taylor Swift performed in Singapore last year, not only did the US singer captivate 300,000 fans at six sold-out concerts, but she caused a stir in international relations as well. Other countries in the region were less than amused that the city state had apparently negotiated an exclusive contract with the artist, which meant that Swift only performed in Singapore while other destinations in Southeast Asia were left empty-handed. The controversy showed how important major events have now become for tourism in the region. According to analysts’ estimates, the six concerts generated an additional 370 million US dollars in revenue for the city state. Asian holidaymakers are now more willing than ever to visit other countries for attractive events, and to accept high air fares and accommodation costs. The main drivers of this trend are travellers from the People's Republic of China. In the run-up to the Swift concerts, Chinese demand for hotel bookings in Singapore increased by about 400 per cent.

China’s comeback on the international travel market

This development highlights the important role that China's outbound tourism now occupies in the international travel market again. After 87 million trips in 2023, the market last year witnessed an impressive comeback with around 130 million outbound travellers, a figure almost on a par with pre-pandemic levels. Market observers predict a continuing upward trend for 2025, with traveller numbers possibly reaching 155 million. There is currently no weakening of this trend in sight. Forecasts indicate that Chinese outbound travel could already reach 200 million in 2028.

Young people are the travel market’s driving force

China's “Swifties“ jetting off to international concerts is representative of a major trend that will occupy the travel industry in the years to come. The country's consumer habits and trends are now largely determined by millennials and Gen Z. Young people now also decide on which travel market trends are good or bad. The Eighties and Nineties-born consumer demographic now accounts for almost half of all outbound travellers. In only a few years, Gen Z’s share of the travel market has more than doubled.

Changing needs and rising expectations of young travellers

The most that young holidaymakers now have in common with their parents’ generation, who travelled in tightly supervised groups, is their family name. In 2025, young Chinese travellers are keen individualists who make spontaneous decisions, book at short notice, love events and embrace technological innovations. The country's prolonged economic boom has led to steady growth in purchasing power and significantly higher expectations among travellers. For example, more and more people want to spend Chinese New Year abroad, a trend that benefits visa-free city destinations such as Bangkok and Kuala Lumpur in particular. Interest in exotic places has also risen significantly, and people’s desire to experience culturally sustainable travel often outweighs the need to maintain a tight budget.

Digital platforms and social media are indispensable companions

In this environment, digital platforms and social media have long become natural companions and sources of advice. The provider landscape is now highly specialised and offers comprehensive virtual support. Platforms such as Xiaohongshu and Douyin offer wide-ranging help, from obtaining visas to providing live weather updates and event information at one’s destination. User-generated travel content and influencer marketing highlight niche destinations off the beaten track and special interest offers. And artificial intelligence has of course become indispensable for young customers too. Travel apps incorporate AI-based solutions such as DeepSeek and offer personalised routes and real-time booking functions.

Chinese innovation in the travel tech sector

Impressive new products from China such as DeepSeek AI-based software and the country's open attitude towards technological innovations could in future provide a fresh impetus in order for the global travel industry to adapt to new technologies. At Atlas, a Chinese travel tech company that specialises in services for low-cost airlines, AI software has already taken on the work role of personalised employees with their own first names. “I think the speed at which AI is developing exceeds all expectations. We simply have to accept the fact and move forward“, says Mary Li, the founder of Atlas. “Everyone in the travel industry, without exception, must ask themselves how they can redefine their own worth to consumers under conditions where technology is focused on AI.“ As a tech service provider for low-cost carriers, Li believes she is on the right track: "The global rise of low-cost airlines reflects a shift in consumer preferences. They offer travellers looking for flexibility, freedom and transparency significantly more options. In Asia, they cater primarily to young travellers who want to spend less on air fares and hotels and more on local experiences."

Watch the full video interview with with Mary Li here.

New travel habits demand greater flexibility

According to surveys by China Trading Desk, in the Chinese outbound travel market there is a clear trend towards booking trips at very short notice. Around 77 per cent of bookings are made less than a month in advance, and 46 per cent just two weeks prior to travelling. The Chinese online travel provider Trip.com reports a similar trend: one in two hotel bookings are made on the actual check-in date, and half of all domestic flights are booked just one day before departure. Such preferences are forcing airlines, hotels and organisers to restructure pricing, rethink last-minute offers and optimise the mobile booking experience. Various companies have now developed highly flexible booking tools which allow hotel and ticket bookings to be combined and cancelled in only a few steps.

ITB China 2025 – a trendsetter in the Chinese travel market

ITB China 2025 will take place from May 27–29 at the Shanghai World Expo Exhibition and Convention Center alongside the ITB China Conference, featuring an exceptionally strong booking situation and tremendous growth compared to last year. This year’s edition boasts a remarkable increase in exhibitor numbers and many firsttime participants, underscoring China’s position as a dynamic and indispensable market in the global travel industry. The concurrent ITB China Conference features strategic partnerships with leading organizations, delivering highlevel keynotes and datadriven insights to the stage.

In addition to exploring China’s rapidly expanding outbound travel market and the country’s diverse traveltech innovations, ITB China 2025 will also focus on the dynamic inbound tourism sector. In 2024, inbound arrivals neared 132 million, an encouraging trend, yet still below prepandemic levels. China’s tourism authorities are undertaking a variety of initiatives to revitalize the travel business: targeted marketing campaigns in key source markets such as Germany, where China has recently promoted itself as a winter destination, and the extensive easing of visa requirements for numerous countries. These measures highlight China’s growing global relevance and contribute to the strong exhibitor demand at ITB China 2025.

For additional information on ITB China, visit www.itb-china.com.