ITB China's Tourism Report: Younger Generation Leads Travel Market

As a key partner of ITB China for the Travel Trends Report (TTR) 2024-25, Trip.com Group, the international travel service provider, has provided extensive tourism data resources on China's travel market. The report is based on a large-scale survey conducted by ITB China, featuring over 1,000 buyer representatives from the ITB China Buyer Circle. Additionally, a series of executive interviews were conducted with associations, leading travel agencies, top industry newcomers, corporate buyers and MICE buyers.

According to the report, the rebound of China’s outbound travel market is accelerating in 2024. Despite uneven recovery, the easing of visa policies and the restoration of flight capacity are bringing Chinese travellers back. According to the ITB China Buyer Survey, 75% of market players remain positive about their outbound business, believing they will reach or even exceed the levels of 2019. The profile of the Chinese traveller has shifted, with data from Trip.com Group showing that the post-90s and post-00s generations have surpassed the post-80s, now accounting for 40% of the outbound travel market compared to 29% of post-80s. Their financial independence and adventurous spirit have driven a continuous surge in outbound travel demand.

Chinese travellers are now focusing on enriching their journey experiences, seeking trips that inspire and rejuvenate them. This has led to a rise in smaller groups, self-guided tours, and customized travel. The ITB China Buyer Survey highlights city sightseeing/city walks (51%) and family holidays (50%) as the top travel themes, followed by cultural and study tours (41%) and island holidays (36%). Other popular themes include gourmet tours (34%), adventure travel (28%), eco-travel (27%), seniors travel (18%), spa and wellness (12%), and winter sports (9%). Travel companies in China are taking advantages of video and livestreaming at social media platforms like WeChat, Douyin (Chinese TikTok), and Little Red Book (Xiaohongshu) to maximize their reach. These platforms are also driving revenue growth. For instance, a travel agency affiliated with GZL, reported a single day turnover of RMB 1.13 million on Douyin, with a turnover of RMB 12 million in nearly 30 days.

The report also provides insights into the Chinese MICE and Corporate travel market. Visa policies, flights, budgets, and expected experiences are key factors in destination selection and other MICE-related decisions. Business+leisure (bleisure) is gaining prominence, with 95% of business travellers in 2023 showing interest to extend leisure activities during their business trips, a 3.7% increase from 2022, according to data from Trip.Biz. Another highlight of the ITB China Travel Trends Report is the “China Inbound Travel” section, which offers insights into expanding overseas marketing and leveraging destination strengths. According to Tourism Economics, an Oxford Economics company, China inbound travel is expected to continue to grow strongly over the next decade, driven by attracting visitors from more source markets through relaxed visa policies, targeted marketing campaigns, and increased spending on tourism infrastructure.

Statements

Lydia Li, director, ITB China, stated: “By staying on top of the latest trends, ITB China’s global exhibitors and partners can better position themselves in the competitive landscape and differentiate their offerings to attract Chinese travelers”.

Sun Bo, chief marketing officer of Trip.com Group and executive vice president of China Tourism Association, says: “After a steady recovery last year, China's outbound and inbound travel market is poised for rapid growth. We are pleased to partner with ITB China to provide global industry operators with business inspiration and industry insights through the Travel Trends Report.”