As the global travel industry continues its upward trajectory, the Chinese outbound travel market is poised for significant growth in 2025.

According to a report by China Trading Desk, this year, Chinese travellers will be driven by a desire for spontaneity, luxury experiences, and seamless digital interactions.

We look at the in-depth analysis of the key trends and forecasts that will shape the Chinese outbound travel market including their evolving priorities and preferences, and what tourism providers in the Middle East can do to capitlise on this market.

Rebound and renewal

There’s no denying that the Chinese market embodies resilience in every way, shape and form. And this is being felt with the resurgence of the country’s outbound travel market. With a projected 200 million international travellers by 2028, China is fast becoming an influential force shaping the future of global tourism.

The rebound is largely attributed to a confluence of factors, including the relaxation of travel restrictions, enhanced international connectivity, and pent-up demand for cross-border experiences. As family dynamics evolve, multigenerational and family travel are also becoming increasingly popular, with mature-aged travellers seeking shared experiences with loved ones.

The spontaneity shift

For many Chinese travellers, the traditional approach to planning a trip is evolving, with spontaneity becoming the guiding principle. According to the study, a whopping 73% of travellers are booking their trips on impulse, just a month before departure. This shift is being led by younger generations, who enjoy the excitement of last-minute deals and are inspired by the travel experiences they see on social media. For them, travel is no longer just about reaching a destination – it’s about embracing the thrill of the unknown and sharing those moments with others.

To tap into this spontaneity-driven market, travel brands should prioritise agility and flexibility, including implementing adaptable booking policies, engaging in real-time on platforms like Xiaohongshu and Douyin, and being able to curate last-minute travel options.

The rising popularity of “bleisure” travel further underscores the importance of adaptability in travel planning. As the lines between work and play continue to blur, it is imperative for tourism providers to be prepared to accommodate the increasingly fluid and spontaneous nature of these travellers.

Evolving preferences

The demand for high-end travel experiences is surging among the Chinese, with nearly half of travellers allocating over RMB 25,000 (USD 3400) per trip in 2024. Upscale accommodations (4-star and above) are now a priority for 63.7% of travellers, indicating a significant shift toward premium experiences.

As Chinese travellers increasingly seek unique and transformative experiences, 2025 is poised to be the year of personalised luxury travel, from rejuvenating wellness retreats to private guided tours and exclusive dining experiences. For high-end travellers from China’s major cities, this level of customisation would no longer be a luxury, but a necessity, as they seek experiences that reflect their taste, individuality and sophistication.

Balance and responsibility

In today’s fast-paced world, Chinese travellers are seeking more than just a vacation. They are looking for a chance to recharge, refocus, and reconnect with themselves and the planet. As such, wellness tourism has become a top priority, with travellers seeking out immersive experiences that nourish body and soul. Think spa treatments, yoga retreats, and nature-based adventures.

And as concern for the environment grows, more and more of the younger generations are making sustainable travel choices a key part of their travel plans, considering destinations and accommodations that not only minimise their ecological footprint, but also promote eco-friendly practices.

Swipe. Fly. Spend

For Chinese travellers, shopping is an integral part of the travel experience. Destinations that offer a unique retail experience, are particularly appealing.

In today’s digital age, social platforms like Xiaohongshu and Douyin play a significant role in shaping travel decisions. The researchs hows that 77.8% of Chinese travellers conduct research, and seek inspiration and insights from their peers before jumping on a plane.

For younger travellers, Xiaohongshu is the go-to platform for travel planning, with 63.9% of 18- to 29-year-olds preferring the platform. Interactive content from influencers, complete with real-time advice and booking links, is also fast becoming the norm in the decision making process. And as we look to 2025 and beyond, it’s safe to say that mobile-first strategies would be absolutely essential in every marketing strategy.

As tourism providers, it would prove useful to jump on these platforms to get acquainted with content, style of travel and the type of interests, purchases and experiences being sought after by Chinese travellers.

Also read: Female Chinese travellers creating opportunities for MENA

Gen Z paving the way

Gen Z’s continue to redefine travel with their preference for independent planning and authentic experiences. For them, it’s no longer just about seeing the sights – it’s about living the experience. They crave adventures that immerse them in local cultures, thrill them with new experiences, and create shareable moments that spark envy and inspiration.

Authenticity is also key. They trust the recommendations of influencers and peers who have been there, done that, and who have shared their honest opinions. They’re not swayed by glossy ads or scripted testimonials, but instead, by content that resonates with them.

To connect with this demographic, brands need to speak their language. This means creating engaging content that sparks curiosity, launching user-generated campaigns that encourage sharing and participation, and building community-driven marketing strategies that foster trust and loyalty. It’s all about tapping into the passions and values of this vibrant and adventurous group.

Predictions for 2025

There’s no question Chinese outbound travel is poised for a remarkable recovery in 2025, driven by evolving preferences and innovative digital planning tools. In summary, here’s what we can expect:

1. Outbound travel surge: Expected to exceed 130 million in 2025, and 200 million by 2028.
2. Spontaneous travel: More travellers will book trips within a month of departure.
3. Luxury and personalisation: Demand for high-end experiences, personalized itineraries, and exclusive activities will increase.
4. Wellness and sustainability: Travellers will prioritise health, wellness, and eco-friendly options.
5. Digital travel planning: Social platforms, mobile apps, and mini-programs will dominate travel planning and booking processes.
6. Shopping tourism: Destinations with duty-free and high-end shopping will remain popular.
7. Social proof: Peer recommendations, reviews, and user-generated content will significantly influence travel decisions.

Also read: Gen Z, Boomers & APAC: growing markets from the Middle East and beyond