2025, China's outbound tourism sector is firing on all cylinders

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team of touristeschinois here, , your trusted partner for unlocking China's dynamic digital and consumer markets with over 15 years of on-the-ground experience in China

. As of September 2025, China's outbound tourism sector is firing on all cylinders, rebounding from pandemic lows to become a global powerhouse once again. With 155 million trips projected for 2024—nearing 90% of pre-2019 levels—and forecasts for full recovery by mid-2025, this market isn't just recovering; it's evolving into a more personalized, digital-savvy beast driven by Gen Z and millennials. Valued at USD 167.7 billion in 2025 and set to balloon to USD 419.2 billion by 2035 at a 9.6% CAGR, outbound travel reflects China's rising middle class, eased visa policies, and a thirst for experiential escapes. Today, let's break down the market overview: key stats, trends, top destinations, and marketing gold for brands eyeing this 1.4 billion-person opportunity.

China's wanderlust is reshaping the world!

Market Size and Recovery: From Stagnation to Surge

China's outbound tourism has been a rollercoaster. Pre-pandemic, it peaked at 155 million trips in 2019, injecting $255 billion into global economies. COVID slammed the brakes, dropping to 20.3 million in 2020. Fast-forward to 2024: 130 million trips (up 400% YoY in some metrics), with Q1-Q3 hitting 95 million—82% of 2019 levels. By H1 2025, it's 5% above H1 2024, matching 2015 highs, per SAFE data. Spending? Up 57.8% YoY to $124 billion in H1 2024, with 2025 projections at $167.7 billion overall.

Year	Outbound Trips (Millions)	% of 2019 Levels	Spending (USD Billion)
2019	155	100%	255
2020	20.3	13%	N/A
2023	~80 (est.)	52%	~100 (est.)
2024	130-155	84-100%	200+ (proj.)
2025	155+ (full recovery)	100%+	167.7

This boom is fueled by economic confidence (71% of agents optimistic), visa waivers (20+ countries), and flight capacity at 76.5% of 2019. But challenges linger: youth unemployment curbs youth spending, and RMB depreciation hikes costs. By 2026, expect 15% above 2019 volumes.

Key Trends: Personalization, Digital, and Experiential Shifts

Gone are the mass group tours; 2025 is the era of FIT (Free Independent Travel), with 50% of trips self-planned via apps. Demographics skew female (56%), urban (Tier 1 cities lead), and young—post-90s/00s are 50%+ of decision-makers, up from 27% in 2023. First-timers? 38% of 2025 travelers, mostly under-30 females, hooked on Xiaohongshu and Douyin for inspo.

Top trends:

1. Spontaneity Rules: 73% book within a month; lightning deals on Ctrip/Qunar dominate.
2. Premium & Wellness Boom: Luxury up 60% per activity vs. 2019; yoga retreats, eco-tours, and "curated" itineraries for affluent Tier 1s.
3. Event & Adventure Focus: 70% tie trips to concerts/sports; Gen Z craves immersion (hiking, EVs self-drive).
4. Digital Dominance: 73% of revenue online by 2029; Xiaohongshu/Douyin drive 90% of decisions. Alipay transactions up 60% YoY.
5. Sustainability & Fragmentation: Anxiety-fueled "spiritual" trips (Nepal retreats); market splinters into niches like MICE (70% sourcing).

From X buzz, summer 2025 saw 50%+ order spikes, with EU doubling (France/Italy up 168%/102%).

Top Destinations: Asia Leads, Long-Haul Heats Up

Southeast Asia owns 18% of the pie ($35B in 2024), but Europe/UAE/Australia surge. CNY 2025 top 10: Japan (replacing Thailand), Thailand, Malaysia, Hong Kong, South Korea, Singapore, Indonesia, US, Vietnam, Australia. Overall 2025 prefs: Singapore (17%), Japan (16%), South Korea (13%). Emerging: Saudi Arabia (doubled 2023-24), Norway/Iceland (Northern Lights).

Rank	Destination	Appeal	Growth 2024-25
1	Singapore	Ease, shopping	+20%
2	Japan	Culture, events	+55% (Hangzhou base)
3	South Korea	K-beauty, safety	+109% inbound reverse
4	Thailand	Beaches (despite dips)	Stable
5	Malaysia	Visa-free, value	Top CNY gainer

Visa-free perks (Thailand, UAE) and events like Australian Open (9x Melbourne searches) turbocharge this.

Marketing Insights: Ride the Digital Wave

For European brands/destinations, this is prime time. Target first-timers on Douyin/Xiaohongshu with authentic UGC, tutos on Eiffel wellness or Loire eco-tours convert 30% better. Partner KOLs for lives (70% event-tied trips); optimize Ctrip for flash bundles. At GMA, we've boosted Riviera campaigns 150% via targeted ads—focusing on "She Economy" (female-led) and sustainability. Events like ITB China 2025 highlight AI/hospitality shifts—don't miss.

In conclusion, China's outbound market in 2025 is a resilient, fragmented force: 155M+ trips, $168B spend, led by young, impulsive explorers craving personalization and green vibes. With Asia dominant but Europe rising, destinations must go digital-first to capture this. At GMA, we craft Xiaohongshu/Douyin strategies that turn scrolls into bookings—contact me for a free audit and let's jet-fuel your China play!