Chinese Outbound Travellers Prioritise Safety, Report Shows

Safety Dominates Travel Decisions

The "2026 Global Travel Safety Insights Report," jointly released by Airbnb China, the World Tourism Cities Federation, the Tourism Research Center of Capital University of Economics and Business, and Mastercard, highlights safety as the paramount consideration for Chinese outbound travellers.

Unveiled at the World Conference on Tourism Cooperation and Development 2026, the study found that 93.47% of respondents consider safety "very important" or "fairly important" when planning international journeys. This concern surpasses other factors, including natural scenery, tourism resources, and budget, for 81.63% of those surveyed.

The report also indicates a continued rebound in China's outbound travel demand, alongside a notable preference for independent travel over pre-arranged package tours.

Independent Travel and Behavioural Shifts

The survey of Chinese travellers showed that 66.53% now opt for self-planned itineraries, seeking greater autonomy over their travel schedules. This shift leads to more specific demands for up-to-date destination safety information, dependable accommodation safeguards, and accessible emergency support.

Safety incidents have an immediate and direct impact on travel plans; 80% of respondents stated they would cancel or alter their trips if new security risks emerged at a booked destination after confirmation. Furthermore, 60.41% indicated they would revise their plans immediately, even if it meant incurring partial financial losses.

Long-Term Impacts and Key Concerns

Beyond immediate cancellations, safety incidents leave lasting impressions on destination reputations. According to the report, 60% of surveyed travellers reported that their destination-selection decisions would be affected for more than three months following an incident, with 22.45% noting such impacts could persist for over a year.

When evaluating travel offerings, four primary concerns emerged among respondents: personal safety, property safety, accommodation safety, and payment security. Chinese travellers primarily obtain overseas safety information from news media reports and official advisories issued by China's Ministry of Foreign Affairs and its overseas diplomatic missions. A total of 66.51% of subjects paid close attention to accommodation safety.

Industry and Government Recommendations

Cai Hong, director of the Tourism Research Center at Capital University of Economics and Business, highlighted that current geopolitical tensions, extreme weather conditions, and public security risks contribute to long-term effects on destination images and traveller choices. The report suggests a collaborative approach to enhance overall travel safety.

It recommends that relevant authorities and overseas missions refine scenario-specific safety reminders and improve overseas emergency coordination mechanisms. Travel and accommodation platforms are advised to standardise safety information display, strengthen product reviews, and maintain 24/7 emergency response support. Cross-border payment providers should also upgrade risk monitoring and consumer education for travellers.

Implications for Asian Travel Markets

For Asian destinations and travel operators, the findings from the "2026 Global Travel Safety Insights Report" underscore the critical need to address safety perceptions to attract and retain Chinese outbound tourists.

With 66.51% of respondents paying close attention to accommodation safety, particularly for homestays where platform brand reputation, authentic guest reviews, and transparent property information are top trust factors, regional hospitality providers must prioritise these elements.

As Chinese travellers increasingly plan their own trips and seek detailed safety assurances, Asian tourism boards and businesses should proactively communicate their safety measures and emergency protocols. This aligns with the report's call for refined safety alerts and enhanced traveller awareness, which is crucial for maintaining competitiveness in a key outbound market.