SHERIDAN, WYOMING – May 12, 2025 – A fresh wave of young Chinese travelers is redefining global tourism, and the world is taking notice. As China’s outbound travel market bounces back with near pre-pandemic strength, it’s the preferences and passions of Millennials and Gen Z that are setting the pace — and travel providers around the globe are racing to keep up.
A Youth-Driven Tourism Boom with Global Reach
China’s international travel market has come roaring back, recording around 130 million outbound trips in 2024 — a dramatic rise from 87 million the year before. Forecasts suggest that number could soar to 155 million in 2025 and potentially 200 million by 2028. But this isn’t just a story of numbers — it’s a transformation led by a younger, tech-savvy generation with unique values and aspirations.
Younger travelers from China are no longer content with traditional tour packages. They crave authenticity, spontaneity, and experiences that feel personal and culturally rich. Their impact is already visible: before Taylor Swift’s concerts in Singapore, Chinese hotel bookings surged by 400%, highlighting how much these younger travelers are willing to spend on unforgettable moments.
Spontaneous, Digital, and Experience-Hungry
Today’s Chinese tourists — particularly those born in the ‘80s and ‘90s — are traveling with a new mindset:
- They book trips last minute: 77% of travel bookings are made less than a month in advance, and 46% within just two weeks.
- They prioritize flexibility and personalization over fixed itineraries.
- They’re influenced by social media platforms like Xiaohongshu and Douyin, where user-generated content inspires travel ideas and offers real-time planning help.
Trip.com reports that nearly 50% of hotel bookings now happen on the day of check-in, and the same goes for half of all domestic flights.
Technology as a Travel Companion
Digital platforms are not just tools — they’re travel partners. From visa processing and event recommendations to real-time weather updates, apps play a central role in the travel journey. More impressively, AI solutions like DeepSeek are offering customized travel routes and instant booking options tailored to individual preferences.
Mary Li, founder of the travel-tech firm Atlas, highlights the shift: “I think that the speed of AI technology will exceed all expectations. We have to embrace it and move forward. Everyone in the travel industry will have to rethink their value to consumers in a tech-centered world.”
Li adds, “Low-cost airlines are thriving globally because they meet the evolving needs of today’s travelers — especially younger ones who want to spend less on flights and more on local experiences.”
ITB China 2025: A Glimpse into the Future of Travel
From May 27–29, ITB China 2025 in Shanghai will offer a front-row seat to the forces reshaping global travel. The event will spotlight not only the explosive growth of China’s outbound market but also its rising inbound tourism and role as a tech innovator.
Travel brands attending can expect:
- Insights into the changing demands of younger Chinese travelers.
- Opportunities to adapt their services with flexible booking tools and mobile-first experiences.
- Networking with tech leaders like those at Atlas, helping integrate next-gen solutions into traditional travel frameworks.
The Road Ahead Is Bright — and Fast-Moving
The resurgence of Chinese tourism, driven by empowered young consumers, is more than a recovery — it's a reinvention. With trends leaning toward spontaneity, digital integration, and meaningful experiences, the travel world must continue evolving to stay relevant.
Ready to connect with tomorrow’s travelers today? Learn more at www.itb-china.com.