By Susmita Ghosh
China’s outbound tourism market is poised for a remarkable rebound, signalling one of the most significant growth opportunities in global travel. After years of pandemic-induced restrictions, the market size reached approximately USD 140 billion in 2024, and forecasts indicate it could flow to around USD 386 billion by 2033, implying a compound annual growth rate of about 13.5 percent. This projected expansion reflects a combination of rising disposable incomes, facilitating of travel restrictions, and growing appetite among Chinese travellers for international experiences. Modern Chinese travellers are increasingly seeking independence and personalization in their journeys, moving away from traditional group tours. Younger, tech-savvy travellers are now driving demand, favoring experiences that blend cultural immersion, leisure, and unique activities over mere sightseeing.
Subramania Bhatt, CEO of China Trading Desk, notes, “People in China arebecoming better educated and affluent, hence are seeking unique leisure and business experiences abroad.”
This demographic is shaping a new outbound travel landscape where digital platforms, social media, and mobile applications play a central role in travel planning and decision-making. Spending patterns further highlight the potential of this market. In 2025, outbound trips are expected to exceed 155 million, with spending projected to surpass USD 250 billion.
Adam Wu, CEO of Chinese Business Network Travel, emphasizes, “Foreign independent travelers, small group, and family holidays have taken superiority over large group travel, with hiddengem or new destinations gaining popularity.” This underscores the rising economic power of middle-class Chinese consumers and their growing willingness to invest in enriching travel experiences. Destinations seeking to capitalize on this swell must offer smooth experiences that combine accessibility, convenience, and cultural depth.
Wolfgang Georg Arlt, Director of the China Outbound Tourism Research Institute (COTRI), observes, “Quality for money will be more important than before the pandemic. For a desirable travel product customized in the right way for the right market segment, Chinese visitors are still willing to pay premium prices.” Efforts to simplify visa processes, provide local language support, and mix familiar payment systems will meaningfully improve the travel experience and influence destination choice.
While the forecast is promising, growth is not without challenges. Global economic fluctuations, rising travel costs, and increased competition among destinations can
influence travel patterns.
“Geopolitical uncertainties, exchange rate volatility, and slow normalization of international air routes continue to challenge growth. Moreover, regulatory adjustments and safety concerns in some destinations occasionally temper outbound momentum,” emphasises Iqbal Hassan, Director, Crown International Travel Group, Beijing, Country Chairman, China, TNM Global FORUM. “The resurgence of Chinese outbound tourism is set to redefine the contours of
global travel. Nations that align with Chinese tastes, starting from digital payment systems to culinary offerings, stand to benefit the most. The rise of the Chinese traveler will not only revitalize global tourism revenues but also deepen cultural connections and foster a more diversified, traveler-centric global tourism ecosystem,” he further asserts.
The China outbound tourism market is entering a transformative phase where independent, high-value, experience-driven travel dominates. By understanding evolving traveller preferences, investing in infrastructure and digital engagement, and delivering authentic cultural experiences, destinations can position themselves to benefit from the unprecedented growth expected over the next decade.