Chinese outbound travel continues to rise: China Trading Desk

China Trading Desk’s latest 15,000-person report shows the continued growth in Chinese outbound travel volumes and that Chinese tourists are increasingly opting for more luxurious accommodations and longer trips booked later and later.

According to China Trading Desk’s Q3 China Outbound Travel Sentiment Survey, 130 million Chinese are predicted to travel abroad this year – a 28% rise over 2023 but still 25 million below pre-pandemic levels – with 200 million Chinese to travel outside the country by 2028.

Critical Insights from the report include:

Last-minute planning dominates
73% of respondents plan to book their trips within a month of departure, underscoring the ongoing uncertainty and preference for flexibility in travel planning. This trend is particularly pronounced among Gen Z travellers, with nearly half planning their holidays within two weeks of departure.

Longer holidays preferred
The preference for longer trips is increasing, with 80.3% of travellers now choosing to spend between five and 15 days abroad. This marks a sharp decline in the preference for shorter holidays, down to 10% from 19.3% in the last quarter.

Preference for premium
A significant 64% of travellers now prefer accommodations rated four stars and above, with price, location, and amenities being the top factors influencing booking decisions.

Japan’s rising popularity
After losing its lustre with Chinese tourists in 2023, Japan has seen a return in popularity, jumping from the sixth to the third most preferred destination, trailing only Singapore and Thailand. The surge is attributed to favourable exchange rates, making it an attractive option for Chinese travellers.

Decline in first-timers
The share of first-time outbound travellers has decreased by 24.4% from 2Q2024, now accounting for 44% of respondents. This marks a significant drop from a peak of 64% in 3Q2023, reflecting Chinese travellers’ growing experience and confidence as international borders remain open.

Digital channels lead
Travel apps Xiaohongshu and Douyin remain the top channels for trip planning, used by over 50% of respondents. However, WeChat has seen a slight uptick in usage, suggesting that Chinese travellers increasingly utilise official accounts and videos on the platform for travel planning.

Shift in payment methods
While UnionPay remains the dominant payment method for outbound trips, there has been a noticeable increase in the use of Visa and MasterCard, with a growth of approximately 6.3%, indicating a broader acceptance of international payment options.

In addition, college-educated women from Tier One cities comprise the largest share of Chinese foreign travellers. As China Trading Desk research shows, Zoomer women are particularly adventurous, comprising 72% of Gen-Z travellers and continuing to lead Chinese outbound travel trends.

Subramania Bhatt, founder of digital marketing and research firm China Trading Desk, said: “China’s travellers are evolving – seeking quality, flexibility, and experience-driven adventures. This survey offers valuable insights for businesses eager to engage with this influential market worldwide.”