CHINA. ITB China has highlighted the latest trends and outlined the next phase of growth and opportunity across three core areas of the country’s travel ecosystem in its newly released Travel Trends Report 2025/26.
The report, produced in collaboration with industry research firm Tourism Economics and leading travel service provider Trip.com Group, draws on insights from a quantitative survey of 1,400 ITB China Buyer Circle members.
Messe Berlin China Deputy General Manager Lydia Li said, “With this annual trends report, we aim to provide actionable insights for global partners and industry professionals interested in the Chinese travel market.
“Our goal is to help them better understand Chinese travel demand and industry dynamics, identify opportunities, stay in step with market shifts, and make informed business decisions.”
The survey revealed a shift in China’s outbound travel demographics, according to data from Trip.com Group. Travellers born in the 1980s and 1990s represent 67% of the segment in 2024, a proportion expected to grow.
At the same time, the rise of ‘active seniors’ is reshaping the market, with more than 100 million expected to travel by the end of 2025 and drive spending beyond CNY1 trillion (US$140 billion).
As China’s outbound travel sector evolves, the strategic focus shifts to understanding the distinct preferences of these two key segments and aligning offerings to serve both.
Personalisation and non-traditional destinations
The ITB China Buyer Survey reveals a shift away from traditional “checklist sightseeing” towards travel that is emotionally engaging, lifestyle-driven and culturally immersive.
Findings show 82% of industry professionals now provide personalised itineraries, yet traditional group tours persist in the market, with 48% of Chinese travel agents still selling seat-in or small-group tour packages.
The study also sheds light on the growing need to balance travellers’ desire for autonomy with the practical constraints of global travel, such as time, language, visas and cost.
Those who can efficiently balance these competing demands will define the innovation of the hybrid travel model, the research suggests.
The innovation of the hybrid model that ultimately succeeds will rest with those who can navigate these challenges effectively, researchers noted.
With per-night spending by Chinese outbound travellers outpacing other key markets in 2024, Tourism Economics highlights a rising willingness among certain segments to invest in non-traditional, emotionally rich experiences. This raises the question of how the industry can meet this demand at scale while preserving authenticity.
Bleisure gains momentum amid China’s global growth
Another key finding was the strong growth potential in the ‘business + leisure’ (bleisure) segment, cited by 83% of respondents. This trend reflects a shift in corporate travel priorities, with higher demand for integrated experience value for delegates, teams and clients, beyond just meeting logistics.
The survey underscored a growing emphasis on employee well-being, engagement and brand storytelling, suggesting that the MICE sector’s growth drivers are evolving from cost management to value creation.
The full report explores what Chinese corporate clients now expect from destinations, analysing relevant data, industry verticals and the key drivers behind destination choices.
AI’s role in powering high-quality growth
The study also delved into the increasing role of AI in travel, with over half of ITB China Buyer Circle members now using AI tools for product recommendations, customer service applications and market analysis. It underscores the challenge of maintaining human-centered service while adopting AI-driven efficiencies.
The focus is also on how travel companies must balance AI-driven efficiency with human-centered service.
Inbound demand for China strengthens
Inbound tourism is becoming a key growth driver for China as the sector enters a new phase of expansion.
Tourism Economics projects continued gains in China’s share of global inbound overnights, supported by visa easing, restored air capacity and improved city-level readiness.
Traveller preferences are also changing, with a move toward FIT travel, social media-driven planning and higher demand for authentic, experience-led tourism beyond major landmarks.
The study points to a shifting competitive landscape, urging destinations and travel providers to rethink how they market, distribute and deliver experiences.
In addition, the balance between legacy and emerging source markets is becoming more complex, and the ability to notice and act on early demand signals will shape future success in attracting international travellers. ✈
