In recent decades, China has undergone a profound economic transformation, evolving from a low-income economy into one of the most robust and dynamic players on the global stage. This shift has had a direct impact on the tourism sector, fueled by the expansion of a growing middle class with increased spending power.
For a rising share of Chinese citizens, travel is no longer merely a leisure activity, it has become an expression of social status and personal identity.
In this context, the Chinese market, with its high purchasing power and growing appetite for international travel, now represents a highly attractive opportunity for the hospitality industry, which can grow and diversify by offering experiences tailored to its specific needs.
Expanding Tourism from China: Data and Outlook
China’s outbound tourism is experiencing sustained growth, driven by both structural and cultural factors. Among the key elements fueling this development are the spread of digitalization, urbanization, rising disposable income, greater accessibility to international routes, and a growing interest in authentic, personalized, and high-value travel experiences abroad.
According to the National Bureau of Statistics of China, in 2024 Chinese citizens made over 145 million international trips, with total spending reaching 5.75 trillion yuan (approximately USD 790 billion), marking a 17% increase compared to 2023.
Projections from Statista indicate that the Chinese tourism sector will reach a value of USD 159.94 billion by 2025, with an annual growth rate of 3.24%. By 2029, the market could hit USD 181.66 billion, involving over 515 million users.
One particularly significant aspect is digitalization: by 2029, it is estimated that 73% of the sector’s revenue will come from online channels, confirming that Chinese travelers are increasingly connected, informed, and influenced by digital platforms throughout every stage of the decision-making process—from destination research to booking.
Key trends driving the Chinese outbound tourism sector
In the summer of 2025, international travel from China recorded a 60% increase, signaling a strong seasonal rebound and a renewed appetite for exploration. According to a survey by China Trading Desk, 69% of Chinese travelers plan to take one or two trips abroad during the year, while 45% express the intention to increase the frequency of their travels.
Emerging trends reveal a dynamic market, where authenticity, independence, and flexibility are the main drivers guiding Chinese tourists in planning their journeys.
Gen Z and the spontaneous tourism
Among the most significant trends of 2025 is the rise of road trips among Gen Z travelers in China, who prioritize freedom, sharing, and flexible itineraries. On Chinese social platforms like Douyin, content featuring escapes into natural settings, such as horseback riding and photography, is going viral. This youthful energy is also reflected in the increase in travel budgets, confirming that the future of international tourism is being strongly shaped by the new generations of Chinese travelers.
Family Travel on the Rise
Il fenomeno del daka (打卡) e la cultura dell’immagine
In Cina, il fenomeno sociale del daka (打卡) sta trasformando il modo in cui si vive il turismo e l’hospitality. Sempre più giovani, soprattutto donne, scelgono hotel e location non per l’esperienza in sé, ma per la loro valenza estetica con l’obiettivo di creare contenuti da condividere online per curare la propria immagine e il proprio status digitale. Alcune si affidano anche a professionisti o influencer per scattare foto al posto loro, simulando una presenza che non c’è. Il risultato è una cultura dell’immagine dove l’apparenza supera l’esperienza, e l’hotel diventa una location perfetta per la costruzione dell’identità digitale.
The independent tourism
The shift from organized tourism to Free Independent Travel (FIT) continues to gain momentum. Markets traditionally dominated by group tours are seeing a decline, while individual travel requests are on the rise, particularly for long-haul destinations such as Europe. During peak season, visa centers have reported a high volume of applications from independent travelers.
Short-Term Planning and the Pursuit of Flexibility
In the second quarter of 2025, the trend toward last-minute bookings was confirmed: 76% of Chinese travelers planned their trips less than one month in advance. This behavior, which had already emerged in 2024, reflects a desire for spontaneity—particularly among younger generations.