China’s inbound journey is rebounding, and what about it?
First-Timers Are Taking it,

China’s outbound tourism sector is expected to make a strong comeback this year and surpass pre-Covid levels for the first time, according to new projections from China Trading Desk to be released Tuesday.  

The group expects in excess of 155 million international trips from China, and says around around 72% of Chinese travelers are planning multiple international trips.

One notable trend: A rise in first-time outbound travelers. Nearly 38% of Chinese travelers will be traveling abroad for the first time. These travelers are younger — almost 64% are below 30 years, and 60% of them are female.

For brands, this is a golden opportunity to tap into an eager market that’s looking for guidance on everything, from figuring out duty-free shopping to navigating the ins and outs of overseas travel.

What platforms do these newbies turn to for travel inspiration? Platforms like Xiaohongshu and Douyin are at the forefront, offering detailed travel guides, visa assistance, and real-time updates that demystify the travel process.

Subramania Bhatt, CEO and founder of China Trading Desk, shared how these platforms are shaping destination discovery and travel planning:

• User-Generated Content: Travelers share first-hand insights, tips and reviews, influencing destination choices.
• Real-Time Updates: With live updates on weather, local events, and crowd conditions, they help users to make informed decisions.
• Influencer Marketing: Key opinion leaders on these channels are driving interest in niche destinations and experiences, often highlighting hidden gems that traditional media might overlook.

Beyond social media, new digital tools are also transforming travel planning. Travel apps are integrating AI-powered solutions like DeepSeek to offer personalized itineraries and real-time booking capabilities, Bhatt told Skift.

With outbound travel volumes projected to exceed 200 million by 2028, destinations worldwide are scrambling to capture a share of this expanding market. To attract Chinese tourists, destinations are streamlining the visa process and launching marketing campaigns. 

However, some favorite destinations are losing their charm. Thailand, once a top destination, has seen its appeal drop amid heightened safety concerns and negative portrayals of safety issues in Thailand across Chinese social media platforms.

Thailand also fell from fourth place in China Trading desk’s fourth quarter of 2024 survey to seventh place in the latest report. “Thailand’s drop reveals how volatile destination perception can be highlighting the need for active narrative management,” Bhatt said.

Incidents such as the widely publicized case involving the kidnapping of Chinese actor Wang Xing have significantly impacted tourist confidence, driving many cancellations, Bhatt said.

“Also, repeat travelers are seeking more diverse experiences, favouring premium long-haul destinations over traditional short-haul getaways,” Bhatt told Skift.

The survey also highlights a shift toward spontaneous, mobile-first travel behaviors. Around 77% of bookings are made less than a month in advance, of which 46% are within just two weeks.

This behavior is reshaping the tourism industry, compelling airlines, hotels, and travel service providers to adjust pricing strategies, optimize last-minute inventory, and improve mobile-first booking experiences.

Companies like Ctrip, Qunar, and Fliggy are optimizing “lightning-book” options by streamlining packages that combine hotel and ticket bookings with minimal clicks to cater to this fast-paced market, Bhatt told Skift.

“Brands that offer flash sales, exclusive last- minute deals, and flexible travel policies would capture a greater share of this market,” he said.

This is also why Bhatt perceives that destinations offering visa-free or simplified visa policies are capitalizing on the growth to attract more Chinese.

• Singapore (17%) remains the most preferred destination, followed by Japan (16%) and South Korea (13%).
• While Southeast Asia remains the dominant region for Chinese outbound travel, the survey reveals an emerging preference for long-haul destinations. Europe has climbed to the fifth most-preferred destination.
• Despite economic uncertainties, there’s a notable “value-for-experience” mindset among travelers. Cost sensitivities are balanced by a desire for rich, culturally immersive experiences.