For China, experience trumps shopping

China’s outbound market is exploding again and changing the rules for destinations worldwide. With more than 160 million active passports and a fast-growing wave of younger, independent, and experience-led travellers, China has become the growth engine no destination can afford to overlook. The winners will be the destinations that understand how they travel.

TT Bureau

China’s return is not a rebound. It is a shift in how one of the world’s largest source markets moves, decides, and experiences a holiday. The numbers tell the story. The country is set to surpass its pre-pandemic recoArd of 155 million outbound trips in 2025. During the recent National Day break alone, mainland citizens made more than nine million border crossings, close to 10 per cent higher than last year. Flight capacity has also climbed back to over 90 per cent of 2019 levels. In simple terms, China is travelling again with confidence and scale. Here are some key facts as shared by Sienna Parulis-Cook, Director – Marketing and Communications, Dragon Trail international, at the PATA insights session at WTM.

Demand returns

Outbound flights reached over 90 per cent of 2019’s capacity. With over 11 per cent of the population now holding passports, China’s travel demand has become stable and structural.

Travel choices now

Relaxation leads the list of motivations for 2025, followed by culture, cuisine, and nature. Travellers increasingly want holidays that feel personal and restorative. Family travel continues to grow. Shopping has dropped in importance, replaced by a search for meaningful, immersive moments. Short city breaks, luxury hotels, scenic escapes, and culinary-focused itineraries all rank high.

FIT, a new norm

Independent travel has now become the dominant mode. During the National Day holiday, more than half of outbound travellers chose FIT itineraries, and among those aged 18 to 24, the figure rose to more than 70 per cent. Group tours still exist, but the model has evolved. Travellers prefer small groups, private tours, customised themes, and higher-end design. Family pods and special interest groups are shaping a new premium segment.

Digital path

Chinese travellers build their journeys online. Xiaohongshu, Douyin, and WeChat drive destination discovery and early planning. Influencers are valued for practical advice, real itineraries, and honest reviews. When it comes to booking, OTAs such as Ctrip, Qunar, Meituan, and Fliggy dominate. Direct airline channels follow, with offline agencies still relevant to older travellers.

Social sharing

About 94 per cent of Chinese travellers share their trips online. WeChat Moments leads, followed closely by Xiaohongshu and Douyin. This constant visibility creates a cycle where shared experiences inspire the next wave of travel decisions.