China’s travel resurgence is not just about recovery, it is about structural evolution, a new study has found.
“The market is larger, more experience-driven, and more value-conscious than ever,” says Shagun Sachdeva, practice head, Travel & Tourism at GlobalData, an intelligence and productivity platform.
Sachdeva adds, “China’s travel market is evolving, with demand increasingly digital, segmented, experience-led, and more sensitive to sustainability and geopolitical tensions”.
GlobalData says travellers aged 15–24 are the most engaged cohort, representing the largest volume of both domestic and international trips.
“This trend indicates a sustainable long-term demand driven by younger consumers seeking immersive and lifestyle-oriented experiences,” Sachdeva says.
Travel that’s tailored and dynamic
China continues to produce strong growth in both domestic and outbound travel.
Domestic trips are expected to rise to 4.08 billion by 2029, while outbound departures are projected to reach 176.65 million by 2029.
Related: China’s travellers make a strong run for overseas
This dual-engine dynamic with large-scale internal mobility combined with growing international travel demand is reinforcing China’s influence over global travel flows, destination strategies, and tourism spending patterns, GlobalData says.
Leisure remains the primary purpose of travel, accounting for 70.8% of outbound trips in 2025. Families constitute the largest traveller segment, contributing 53.2% of outbound travel, followed by groups at 24.4%.
Food, affordability and social media shape destination choice.
Sachdeva advises, “Providers can differentiate themselves with segmented product designs tailored to families, couples, seniors and Gen Z, along with dynamic packaging and flexible itineraries.