China’s outbound travel returned to near pre-pandemic levels in 2024: ITB
ITB a B2B travel platform, reports that young Chinese travellers are driving new trends in global tourism.
In a press statement, ITB says China’s outbound travel returned to near pre-pandemic levels in 2024, with 130 million trips made, up from 87 million in 2023. Forecasts suggest this number may reach 155 million in 2025, and possibly 200 million by 2028.
It adds that young people are driving this recovery. Millennials and Gen Z now make up almost half of China’s outbound travellers, with Gen Z’s share more than doubling in recent years. Additionally, young travellers are shaping new preferences, such as short-notice bookings, event-based travel, and digital-first planning.
ITB says that Taylor Swift’s 2024 concerts in Singapore drew 300,000 fans and led to a roughly 400 pc increase in hotel bookings by the Chinese in the city. It adds that such events have become a major influence on regional travel decisions.
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According to the press statement, travel platforms say that digital services such as Xiaohongshu and Douyin are now key tools for young travellers, offering visa support, destination content, and real-time updates, along with AI-based services like DeepSeek, which are used for personalised routes and bookings.
“I think the speed at which AI is developing exceeds all expectations. We simply have to accept the fact and move forward. Everyone in the travel industry, without exception, must ask themselves how they can redefine their own worth to consumers under conditions where technology is focused on AI,” says Mary Li, Founder, Atlas.
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According to the statement, travel providers are adapting to these behaviours. According to the China Trading Desk, 77 pc of outbound trips are now booked less than a month in advance, and 46 pc just two weeks before travel. Trip.com reports that half of domestic flights are booked one day prior to departure, and one in two hotels are booked on the day of check-in.
“The global rise of low-cost airlines reflects a shift in consumer preferences. They offer travellers looking for flexibility, freedom and transparency significantly more options. In Asia, they cater primarily to young travellers who want to spend less on the air fares and hotels and more on local experiences,” adds Li.
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ITB says providers are now focusing on flexible booking options and real-time mobile functionality, with platforms offering bundled, cancellable products in just a few steps. Additionally, tourism authorities have introduced initiatives such as easing visa rules and launching international campaigns, including promoting China as a winter destination in Germany.
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ITB notes that inbound arrivals reached 132 million in 2024, which remains below pre-pandemic levels. Meanwhile, the press statement adds that the B2B platform will highlight developments in outbound travel, the influence of major events, and the rise of new travel technologies at this year’s edition. The show will also address growth in the inbound market, with organisers reporting strong bookings and increased exhibitor participation.
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