Chinese Travel Trends 2025
Chinese Travel Trends 2025: Market Insights
China remains the world’s most important outbound travel market. After a strong rebound in 2024, the post-pandemic recovery is shifting into a new growth phase in 2025. Recent reports and media coverage highlight how demographics, travel sentiment and destination choices are reshaping outbound tourism.
By nateemee
1. Demographic Shift: Young Explorers and the Silver Generation
In 2024, travelers born in the 1980s and 1990s accounted for nearly 70% of China’s outbound market. This younger demographic values independence, digital tools, and immersive experiences.
At the same time, the Silver Generation is rising in influence. China’s population aged 60 and over is projected to reach 321 million by 2025, with more than 100 million active seniors travelling and spending forecast to exceed RMB 1 trillion (≈ USD 140 billion).
Unlike previous generations, today’s seniors have more savings, more free time and fewer family obligations, making them eager to see destinations while they can. Many travel as couples or with small groups of friends, and they are willing to pay for quality lifestyle pursuits and personal development.
This group is also surprisingly digital. Seniors are active on WeChat, sharing photos and stories that inspire their peers to travel. They typically stay longer in destinations than younger travelers, contrasting with the short, low-budget “special forces” trips popular among youth. Multi-generational trips are also common, with children in their 30s and 40s taking parents to destinations known for fresh air, cultural atmosphere and good weather.
2. Tailored vs. Traditional Travel
The balance between traditional group tours and more flexible, independent travel continues to shift. According to ITB data, 82% of agencies now offer customized trips, while less than half still rely on standard group tours. Demand for free independent travel (FIT) is particularly strong in long-haul destinations like Europe, where visa centers report record levels of individual applications (SCMP).
Popular themes include eco-tourism, cultural immersion and food-focused travel. Even seniors, who once preferred large organized groups, are opting for semi-customized packages with slower itineraries and better accessibility.
By s_kawee
3. Bleisure on the Rise
The blending of business and leisure, often called “bleisure,” is becoming mainstream. The global bleisure travel market is expected to grow 500% by 2033 (Statista). In China, surveys show that 83% of corporate and MICE buyers view bleisure as a major growth driver.
In 2024, 42% of Chinese business travelers extended their work trips for leisure, typically by two or three days. Popular destinations for bleisure include Singapore, Seoul, Bangkok and European capitals, where strong connectivity supports both business and leisure needs. Younger professionals are especially active in documenting these trips on Xiaohongshu (RED), where a bleisure trip is not just practical but also aspirational.
4. Inbound and Outbound Momentum
Travel flows are strengthening in both directions. On the inbound side, China welcomed 132 million international visitors in 2024, with spending close to USD 94 billion. On the outbound side, Southeast Asia, South Korea and Hong Kong remain the most popular destinations (Dragon Trial).
Hong Kong, however, faces challenges from a new wave of, as previously mentioned, “special forces” tourists from the Mainland. This refers to young travelers who spend little, stay briefly and are less attractive to businesses dependent on retail and hospitality revenue.
Social media platforms such as Douyin and Xiaohongshu play a central role in shaping both inbound and outbound travel decisions, often influencing itineraries more than official campaigns.
5. Spending Power Strengthens Post-Pandemic
Chinese travelers continue to lead in per-night spending compared to other major source markets. In 2024, average per-trip spending was 32% higher than in 2019, while purchases of local products and experiences rose by 60%. This reflects both market confidence and a shift toward immersive, higher-value travel.
During the May Day holiday in 2025, domestic trips rose 6.5%, but per capita spending remained below pre-pandemic levels. This suggests that outbound markets, especially among middle- and upper-income travellers, are absorbing much of the premium spend. The Silver Generation is particularly important here, as retirees use savings to fund longer and more comfortable journeys, often driving demand for premium products.
China’s outbound travel market in 2025 is being shaped by younger explorers, the expanding Silver Generation, customized itineraries, bleisure trips and strong spending power. Together, these shifts are reshaping expectations across the travel goods sector.