The China outbound travel market is set to experience strong growth. It is expected to increase from an estimated USD 167.7 billion in 2025 to USD 419.2 billion by 2035, reflecting a CAGR of 9.6% during the forecast period from 2025 to 2035. This growth is driven by rising middle-class income, a growing number of international flight routes, and an increasing interest in cultural and leisure tourism experiences outside of China.
Market Overview
| Attribute | Value |
|---|---|
| Estimated China Industry Size (2025E) | USD 167.7 billion |
| Projected China Value (2035F) | USD 419.2 billion |
| Value-based CAGR (2025 to 2035) | 9.6% |
The growth of outbound travel is fueled by Chinese travelers exploring destinations globally, with both leisure and business travel becoming more prevalent. Enhanced flight connectivity to key international destinations and customized offerings from travel agencies have contributed to the growing demand for international experiences.
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The following chart compares the growth trends for the China outbound travel market between the base year of 2024 and 2025.
CAGR Values for China Outbound Travel Market (2024 to 2025)
It is anticipated that the China outbound travel market will see a CAGR of 8.5% in the first half of 2024, increasing slightly to 8.6% in the second half. This trend is expected to continue into 2025, with an increase to 9.2% in H1 2025, and further growth to 9.6% in H2 2025 as more Chinese travelers seek international vacations.
| Category | Details |
|---|---|
| Market Value | The China outbound travel industry is projected to generate USD 154.1 billion in 2024, accounting for 18% of the Asian outbound tourism market. |
| Domestic Market Share | Domestic outbound tourism accounts for 62%, with key destinations including Japan, Thailand, and South Korea. |
| International Market Share | Chinese travelers represent 38% of outbound tourism in Asia, with popular destinations such as Thailand, Japan, and Malaysia. |
| Key Destinations | Popular destinations include Tokyo (Japan), Bangkok (Thailand), Seoul (South Korea), and Kuala Lumpur (Malaysia). |
| Economic Impact | The industry contributes significantly to the Asian economies through tourism spending, especially on shopping, dining, and entertainment. |
| Key Trends | Increase in group tours for cultural experiences, growth of luxury shopping tourism, and rise in eco-tourism. |
| Top Travel Seasons | Peak travel times include Chinese New Year, Golden Week, and summer holidays. Popular destinations often offer unique cultural experiences or shopping opportunities. |
In 2024, the footprint of China's outbound travel industry in Asia is marked by significant growth. The market is projected to reach USD 35 billion, representing 18% of the region’s outbound tourism market. With Chinese tourists making up 38% of outbound travel to neighboring countries, destinations like Japan, Thailand, and South Korea continue to see high volumes of visitors. For instance, Tokyo and Kyoto in Japan are still popular for their combination of modern and traditional culture. Bangkok, which is famous for its cultural attractions and luxury shopping malls, continues to be a favorite among Chinese tourists looking for retail and leisure activities. Others like Kuala Lumpur are also becoming increasingly popular for their cultural activities and affordability. These countries benefit from China’s growing middle class, eager to travel for luxury shopping, cultural exploration, and relaxation. Seasonal peaks during Chinese New Year and Golden Week are particularly notable, as Chinese tourists flock to these destinations for long breaks, contributing significantly to local economies through spending on shopping, hotels, and entertainment.
| Date | Development & Details |
|---|---|
| Jan 2025 | Introduction of Customized Wellness Travel Packages -Several leading travel agencies like Ctrip are launching customized wellness travel packages, offering everything from spa retreats in Thailand to traditional Chinese medicine experiences in Bali. |
| Dec 2024 | Launch of Luxury Tours to Europe -Leading luxury tour operator, Abercrombie & Kent, expanded its offerings to Chinese tourists, creating bespoke itineraries to destinations like Switzerland, Italy, and France. |
| Nov 2024 | Direct Flights to Canada -Air China announced new direct flights from Beijing to Vancouver, catering to the rising number of travelers exploring North America for both leisure and business. |
| Oct 2024 | Tourism Growth to Australia and New Zealand -Major tour operators like China CYTS have introduced packages for family-oriented experiences in Australia, such as visits to the Great Barrier Reef and theme parks in Sydney. |
| Sept 2024 | Digital Nomad Packages -Travel brands like Traveloka began offering packages for Chinese digital nomads, targeting remote workers seeking destinations such as Bali and Lisbon, equipped with co-working spaces and local tours. |
Day Trips & Local Gateways Lead the Segment
In 2025, Day Trips & Local Gateways are forecasted to constitute 33% of China’s outbound travel market, positioning them as a leading category. This segment is fueled by Chinese travelers' preference for quick, affordable trips to nearby countries or regions. Many of these trips are driven by the desire to take advantage of long weekends, public holidays, or short breaks, making local getaways a popular choice for those with limited vacation time. The proximity of Southeast Asia, especially destinations like Hong Kong, Macau, Taiwan, and Japan, plays a crucial role in the growth of this category, offering Chinese travelers the convenience of quick flights and minimal travel logistics.
For example, travelers from Shanghai often head to Taiwan for a weekend of cultural exploration, enjoying the island’s blend of natural beauty, vibrant cities, and rich traditions. Similarly, Hong Kong remains a top destination for quick getaways, offering shopping, food, and entertainment that attracts Chinese tourists seeking a brief yet engaging escape. With direct flights, hassle-free border formalities, and convenient hotels, these places are a compelling, hassle-free choice for tourists seeking a quick change of pace without having to go through elaborate travel planning.
The rapid expansion of budget airlines and easy visa processes in Asia further strengthens the Day Trips & Local Gateways segment. A growing number of Chinese tourists are choosing to visit countries like Thailand, South Korea, and Malaysia for short vacations, enjoying the benefit of shorter flight times and affordable accommodations. This also includes support in its growth category; growing mobile application usage and online platforms enabling the last-minute booking; hence, more flexibility for travelers to plan and go on a trip on impulse.
Independent Travelers Lead the Market
In 2025, independent travelers are set to represent 50% of China’s outbound tourism market, reflecting a shift towards more personalized, flexible, and self-guided travel experiences. This segment includes solo travelers, couples, and families who prefer the freedom to design their own itineraries, rather than following pre-arranged tours. For solo tourists, places in Southeast Asia, like Bali, Thailand, and Singapore, are especially attractive based on their rich cultures, convenient access, and nature-based activities. Solo tourists tend to enjoy indulging in native customs, learning about cultural festivals, or unwinding in peaceful surroundings, which are suitable for independent travels in these areas. Bali, with its yoga retreats and tranquil beaches, or Thailand’s bustling markets and temples, cater well to the desires of independent travelers seeking a mix of adventure, relaxation, and cultural discovery.
Couples and families are also embracing independent travel, seeking destinations where they can tailor their trips according to their specific interests. For example, a couple might choose Paris for its romantic ambiance, fine dining experiences, and world-class art museums. Similarly, families might opt for Rome to explore its historical landmarks such as the Colosseum, while enjoying family-friendly activities like cooking classes or guided city tours. These trips offer the ability to customize the experience to suit the tastes and preferences of each traveler, from luxury accommodations to specialized activities.
The rise of online booking platforms like Fliggy, Alibaba's travel platform, has further fueled this trend by allowing independent travelers to plan and book their entire trips-flights, hotels, activities, and more-directly. These platforms provide access to a wide range of options and personalized recommendations, empowering travelers to create their dream vacations. With features like user reviews, price comparisons, and tailor-made travel packages, travelers can focus on specific interests like shopping in Milan, culinary experiences in Tuscany, or sightseeing in New York, ensuring a highly personalized and rewarding travel experience.
The China outbound travel industry is dominated by major online platforms and established travel agencies. Leading players include Trip.com Group Limited, China Tourism Group Duty Free Corp Ltd, and China International Travel Services Limited, who offer a wide range of options for all traveler types. Smaller, niche operators like LUXE Travel, specializing in luxury travel, and Klook, which focuses on day tours and activities, are also thriving by targeting high-net-worth individuals and specific tourism sectors. These specialized companies excel by offering unique experiences such as tailored cultural tours, culinary journeys, or luxury vacations.
2025 Market Share of China Outbound Travel Industry Players
In the China outbound travel industry, leading players include Trip.com Group Limited, China Tourism Group Duty Free Corp Ltd, and China International Travel Services Limited cater to luxury and tailored experiences, while smaller players focusing on adventure travel or cultural tourism make up 30% of the market.
The China outbound travel market is expected to grow at a CAGR of 9.6% from 2025 to 2035.
The market is projected to reach USD 419.2 billion by 2035.
The key drivers include increased disposable income, rising interest in international destinations, improved connectivity, and growing demand for personalized travel experiences.
Leading players in the China outbound travel industry include Trip.com Group Limited, China Tourism Group Duty Free Corp Ltd, and China International Travel Services Limitedalong with niche luxury and adventure travel operators such as LUXE Travel and Klook.
The industry is segmented into Day Trips & Local Gateways, Museums, Pilgrimages, Religious and Heritage Tours, and Others.
The market is analyzed by Independent Traveller, Tour Group, and Package Traveller.
The industry is segmented into Online Booking and Offline Booking.
Segmentation includes 0 to 20 Years, 21 to 40 Years, 41 to 60 Years, and 60 Above.
The industry includes Domestic and International tourism.
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China Outbound Travel Market
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