China Outbound Travel Shifts to Personalised Experiences

China's Outbound Market Reaches New Heights

China's outbound tourism market is experiencing a significant expansion, driven by increasing demand from smaller cities and a preference for tailored travel experiences. Industry experts speaking at the 2026 China Outbound & Inbound Travel Market expo in Beijing noted that outbound tourist trips are forecast to surpass 165 million this year.

This figure exceeds the levels recorded in 2019, according to Liu Xiangyan, director of the International Research Institute at the China Tourism Academy. Ms Liu observed that while the market has recovered, it has fundamentally changed, with shifts in customer demographics, preferred destinations, and spending priorities.

Chinese travellers are now showing greater interest in destinations across Africa, Central Asia, and South America, with their choices influenced by specific interests such as food experiences, museum exhibitions, and sporting events.

Industry Adapts with Customised Offerings

In response to evolving traveller preferences, travel agencies are developing customised itineraries and organising smaller group tours. Beijing-based operator Utour Group, for instance, is creating specialised photography, skiing, and diving tours, available for private groups of two to six people.

Ning Guoxin, Utour Group's chief government affairs officer, stated at the Beijing expo that the company is also enhancing local services and support throughout the travel process.

The event itself saw Russia lead the largest overseas delegation, with over 30 suppliers presenting gastronomy and cultural packages specifically designed for Chinese visitors, further illustrating the industry's adaptation to these new demands.

Inbound Tourism Surges with Visa Easing

Parallel to the outbound growth, China's inbound tourism sector is also seeing a notable increase, bolstered by the country's expanded visa facilitation measures. These measures include unilateral visa-free access for citizens of 50 countries and a 240-hour visa-free transit policy that covers 57 countries.

During the recent National Day holiday, foreign nationals made 505,000 visa-free entries into China, marking a 9.2 per cent rise year-on-year. This figure accounted for nearly three-quarters of all foreign entries during that period, as reported by the National Immigration Administration, demonstrating the immediate impact of these policy changes.

Destinations Compete on Ease and Experience

The competitive landscape for destinations is increasingly defined by both their attractions and the ease of making a trip, according to Liu Xiangyan of the China Tourism Academy.

Factors such as convenient flight connections, simplified visa procedures, accessible payment systems, and readily available Chinese-language services are becoming as crucial as offering distinctive cultural or natural experiences.

This shift indicates that destinations aiming to attract Chinese travellers must focus on streamlining the entire travel process, from planning to on-the-ground support, to remain competitive in this evolving market.

Implications for Asian Travel Markets

The evolution of China's outbound tourism, particularly the demand from smaller cities and the shift towards personalised, interest-driven tours, presents both challenges and opportunities for Asian travel markets.

Traditional mass-market destinations and package tours within Asia may need to diversify their offerings to cater to these new preferences, such as developing niche experiences around food, arts, or sports.

Simultaneously, China's expanded visa-free policies for inbound travel could significantly boost regional tourism, potentially increasing visitor numbers from neighbouring Asian countries and other global markets.

Asian airlines and hospitality providers should consider tailoring services and marketing to leverage these changes, focusing on direct flights and culturally relevant offerings to capture the new demand.