Tourism - China: The "average Chinese traveler" no longer exists - what are the new trends

China's tourism market is undergoing a dynamic transformation, reflecting social changes, the rapid adoption of new technologies, and the country’s global business ambitions. Recent data and analyses from Tourism Economics, the Trip.com Group, and ITB China reveal a new landscape, where the concept of the "average Chinese traveler" no longer applies. In its place, a multidimensional market emerges, segmented by generation, lifestyle, and new economic realities.

For international destinations and tourism service providers, these developments present both challenges and significant opportunities. From the rise of so-called “bleisure” (business and leisure travel), to the adoption of artificial intelligence and the active participation of elderly travelers, China's tourism scene is entering a new era—emphasizing personalization, value creation, and cultural depth.

Beyond Borders: New Explorers and Active Retirees

According to the Trip.com Group, travelers born in the 1980s and 1990s make up 67% of Chinese outbound travelers. These are digitally savvy individuals who reject traditional tour packages and seek flexible, themed trips to unconventional destinations.

At the same time, a new wave of "active seniors" is emerging: over 100 million elderly Chinese are expected to travel abroad by the end of 2025, with the market exceeding 1 trillion yuan (140 billion USD). While younger travelers prefer high-tech, immersive experiences, older travelers emphasize comfort, accessibility, and cultural value.

Tourism businesses are now tasked with balancing innovation and inclusivity—developing products that cater to two very different, but equally important, audiences.

Personalization and Alternative Destinations: The New Trend

Chinese travelers are moving away from the "checklist" model and gravitating toward trips with emotional and cultural depth. 82% of respondents in ITB China's survey already offer personalized programs to meet this new demand.

However, traditional group travel hasn’t disappeared. 48% of travel agencies still offer group programs—either large or small. The answer seems to lie in hybrid travel models that combine independence with organized support.

Travelers with high spending power are willing to invest in unique experiences that offer authenticity without sacrificing comfort. The challenge for destinations and providers is to deliver these experiences at scale, without compromising quality.

Bleisure and MICE: Redefining Business Travel

The global expansion of Chinese businesses is boosting demand for MICE travel (meetings, incentives, conferences, exhibitions). 83% of respondents in the ITB China survey see “business + leisure” as a key growth driver. Companies are seeking solutions that combine productivity with relaxation, while employee well-being and brand storytelling are becoming top priorities.

The MICE tourism sector is shifting from being a cost center to a value generator. Destinations that offer authentic experiences, excellent connectivity, and flexibility will stand out in this highly competitive category.

Technology and Policy: Accelerators of Quality Growth

Artificial intelligence is rapidly reshaping China’s travel industry. Over 50% of ITB China Buyer Circle members use AI for product recommendations, customer service, and market analysis. Digitization allows for personalized suggestions, dynamic pricing, and automated services.

At the same time, government policies—from visa facilitation to the widespread acceptance of digital payments—are significantly reducing barriers to travel both within and outside the country. As air connectivity continues to recover, companies that combine technology with a human-centered approach will gain a competitive edge.

Inbound Tourism: China Attracts Global Interest

China is not just a massive outbound market; it is also becoming an attractive destination for visitors from around the world. Tourism Economics estimates that China’s share of international overnight stays will continue to grow, as Chinese cities enhance their tourism offerings and infrastructure.

Independent travelers (FITs) are on the rise, and social media is playing an increasingly decisive role in travel planning. At the same time, non-traditional Chinese destinations are making strong entries into the global tourism spotlight.

For providers, traditional sightseeing promotion is no longer enough. What matters is authenticity and experiences that resonate with the visitor. Destinations that innovate in experience design and reach out to new markets have a major opportunity ahead.

• The evolution of the Chinese travel market is no longer about volume—it is about value, customization, and strategic alignment with new behaviors. For international tourism players, the message is clear: the next big opportunity lies in embracing the diversity, technology, and cultural depth that define the new era of Chinese tourism.