BERLIN/SHANGHAI – The Chinese edition of ITB Berlin, ITB China – the country’s leading B2B travel trade show from May 27 to 29, 2025, in Shanghai – offers exclusive insights into the dynamic development of China’s travel and outbound market. Key topics include the travel preferences of younger target groups, technological innovations, and new impulses for international providers.
China’s Outbound Tourism and the Growing Importance of International Mega Events
Who wouldn’t want such megastars as guests? When pop icon Taylor Swift performed in Singapore last year, the American singer not only thrilled 300,000 fans across six sold-out concerts but also stirred international controversy. Other countries in the region were less than pleased that the city-state had reportedly negotiated an exclusive deal with Swift, ensuring she performed only in Singapore, while other Southeast Asian destinations were left out. The controversy underscores the enormous role major events now play in the region’s tourism industry. Analysts estimate the six concerts generated an additional US$370 million in revenue for Singapore. Asian travelers are more willing than ever to travel abroad for attractive events, even if it means paying high airfares and hotel costs. The main driver of this trend is tourists from China: hotel booking inquiries from China in Singapore jumped by about 400% in the lead-up to Swift’s concerts.
China’s Comeback on the Global Travel Scene
This phenomenon highlights the renewed significance of China’s outbound tourism for the international travel market. After recording 87 million trips in 2023, the market made a remarkable comeback last year, with around 130 million outbound travelers—nearly back to pre-pandemic levels. Market observers expect this dynamic trend to continue in 2025, with outbound trips possibly reaching 155 million. No slowdown is anticipated in the near term, with projections suggesting that by 2028, the number of Chinese outbound travelers could grow to 200 million.
Younger Generations: The Driving Force in Travel
China’s Swift fans jetting off to international concerts are emblematic of a powerful trend set to reshape the travel industry in the coming years. The country’s consumer habits and trends are now largely shaped by Millennials and Gen Z. Younger travelers are calling the shots when it comes to what’s hot and what’s not. Born in the 1980s and 1990s, this demographic already accounts for nearly half of all outbound travelers, with Gen Z’s share more than doubling in just a few years.
These young travelers have little in common with their parents’ generation, who traveled in tightly organized groups—apart from the family name. Chinese tourists in 2025 are highly individualized, spontaneous, fond of last-minute bookings, event-driven, and tech-savvy. China’s prolonged economic boom has boosted purchasing power and raised expectations. More people now prefer to spend the Chinese New Year abroad, benefiting visa-free cities like Bangkok and Kuala Lumpur. Interest in exotic destinations has also grown, and the desire for culturally sustainable experiences often outweighs budget constraints.
Digital Platforms and Social Media: Essential Travel Companions
In this landscape, digital platforms and social media services are indispensable travel companions. The provider market has diversified, offering comprehensive virtual support: platforms like Xiaohongshu and Douyin assist with everything from visa applications to real-time weather and event updates at destinations. User-generated travel content and influencer marketing now spotlight even niche and special-interest destinations. And, of course, artificial intelligence is a must-have for younger travelers: apps integrate AI tools like DeepSeek to provide personalized itineraries and real-time booking capabilities.
Chinese Innovations in Travel Tech
Spectacular Chinese innovations like the AI software DeepSeek and the country’s openness to new technology may well inspire the global travel industry. At Chinese travel-tech company Atlas, which specializes in services for low-cost airlines, the AI software already operates at a level comparable to personalized staff with their own first names. “I believe the pace of AI will exceed everyone’s expectations. We simply have to embrace it and move forward,” says Atlas founder Mary Li. “Every player in the travel industry will have to rethink their value proposition for consumers in this AI-centered environment.” Li sees her company well positioned as a tech partner for budget airlines: “The global rise of low-cost carriers reflects changing consumer preferences. They offer travelers looking for flexibility, freedom, and transparency far more options—especially younger Asian travelers who prefer to spend less on flights and hotels and more on experiences.”
New Momentum in the Outbound Market: Spontaneous Travel on the Rise
According to surveys by China Trading Desk, Chinese outbound travel is shifting towards more spontaneous trips. About 77% of bookings are made less than a month in advance, and 46% within just two weeks. Chinese online travel provider Trip.com sees the same trend: half of its hotel bookings are made on the day of check-in, and 50% of domestic flight bookings occur just one day before departure. These preferences are forcing airlines, hotels, and tour operators to adapt pricing models, rethink last-minute offers, and optimize the mobile booking experience. Several companies have already developed highly flexible tools that allow travelers to combine and cancel hotel and ticket bookings in just a few steps.
ITB China 2025 Sets New Benchmarks in China’s Travel Market
Beyond exploring China’s rapidly growing outbound market and its diverse travel-tech innovations, ITB China 2025—reporting strong bookings and massive growth over last year—will also spotlight the country’s dynamic inbound tourism sector during its event from May 27 to 29 in Shanghai. Encouraging developments were seen in 2024, although the nearly 132 million foreign arrivals still fell short of pre-pandemic levels. Chinese tourism authorities are launching a range of initiatives to reinvigorate the market, including marketing campaigns in key source countries like Germany—where China recently promoted itself as a winter destination—and extensive visa relaxations for several nations.
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