Chinese Outbound Travel Trade Survey: January 2025

The past four years have not been easy for the Chinese travel trade – roughly 100,000 professionals left the industry since the start of COVID, post-reopening recovery got off to a slow start, and doubts remain about how China’s economic environment might impact outbound travel going forward. But the consensus from our December 2024 survey of 465 Chinese travel agents currently selling outbound travel products is that this continues to be a dynamic market, full of promise and potential for new developments. This optimism about China’s outbound tourism market from those who know it best bodes well for the upcoming Chinese New Year holiday from the end of January 2025, and the rest of the Year of the Snake.

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More than half of survey respondents expect the Chinese outbound tourism market to fully recover by the end of 2025. They see particularly strong potential for destinations in Asia, but they are also surprisingly upbeat about North America, and have robust expectations for Western and Northern Europe as well. They offer clear and informed insights on high-potential areas for market development, including silver travel, the post-00s generation, cruise, small groups, niche destinations, and unique experiences. Resilient and resourceful, Chinese travel agents have been experimenting with new sales platforms like Xiaohongshu and Douyin – and getting good conversions.

In order to successfully tap into this strong market potential, the Chinese travel trade needs support from outbound suppliers and destinations. Our survey respondents are looking for resources and coops to help keep up with a rapidly changing market. They’ve been attending a wide variety of roadshows to gather new information. They’re keen to go on FAM trips and attend industry trade shows to learn more.

With our biggest survey of the Chinese outbound travel trade yet, we aim to provide a multi-faceted picture of the current market through the eyes of the professionals who are most immersed in it. This report also serves as a guide and roadmap to where the biggest future developments lie, with specific and actionable advice on how to make the most of China’s resurgent and ever-evolving market potential.

These are the 8 key insights from the report:

1) More than half of Chinese travel agents think the outbound market will fully recover by the end of 2025
Our survey data shows a generally positive outlook on the Chinese outbound travel market. 66% of survey respondents expect the market to have returned to pre-pandemic levels by the end of 2025. But the anticipated recovery varies by world region, with Asia (excluding the Middle East) expected to see the quickest recovery, followed by Europe.

2) Chinese travel agents are optimistic about the economy and consumers’ buying power, but also looking for the best price
China’s economic environment and consumer confidence are seen by the majority (71% and 68%, respectively) of travel agents as factors that will positively impact the outbound travel market in 2025. However, they also stress the need for competitive pricing, and are looking for discounts from overseas travel suppliers.

3) Young travelers are a growing demographic, including for cruise and luxury travel
43% of travel agents say that the post-00s generation is already part of their core customer demographic, and post-00s and post-90s stand out as the main cohort for island travel. Young travelers also make up a key subset of the luxury travel market, and they’re even increasingly interested in cruises.

4) The silver travel market shows high potential, but special considerations need to be made when designing tour products
China’s silver travel market is rapidly growing, and rich in untapped potential. Retired and soon-to-retire luxury travelers with large pensions are less price sensitive than other market segments, and seeking high-quality travel experiences. But suppliers will need to consider key factors such as safety and comfort when catering to this market.

5) Travel trade shows in China stand out significantly over international exhibitions
Chinese travel agents are significantly more likely to attend travel trade shows held in mainland China and Hong Kong, compared to those held overseas. Trade exhibitions are also one of our survey respondents’ preferred ways for working with overseas destinations and businesses. If you’re looking to expand your Chinese travel trade network, attending events in China is a must.

6) Luxury travel is a diverse market
China’s luxury travel market is not a monolith. According to travel agents, it comprises three distinct demographic groups based on age and background, and each is looking for different kinds of services and experiences.

7) New sales channels offer the best conversions
Nearly half of survey respondents have embraced new social media platforms Douyin and Xiaohongshu for travel sales, and conversion rates are above average. Selling directly via WeChat, and at offline events, is also particularly effective.

8) Chinese-language services are still in demand
Whether a hotel can offer Chinese-language services is one of the top factors Chinese travel agents consider when choosing partners to work with, and Chinese-language services and Chinese catering are both in demand for travel products.

Dragon Trail’s B2B marketing services include digital solutions such as training courses and live webinars; trade representation; and a full range of event management, including offline, hybrid, and digital events and FAM trips. Click here to learn more, or contact us to discuss how we can connect you to the Chinese travel trade.

About this report

The Chinese Outbound Travel Trade Survey: January 2025 is published by Dragon Trail Research (a division of Dragon Trail International), based on our own survey of 465 travel agents currently selling outbound travel for mainland Chinese travel agencies. In addition to trade and consumer reports, Dragon Trail Research also offers a number of services to travel brands and businesses, including bespoke consumer and trade surveys, focus groups and more. Please click here or contact us for more information on how we can help you get the information you need on China’s travel market.

About Dragon Trail

Dragon Trail Research is a division of Dragon Trail International, an award-winning marketing solutions company with roots in China and extensive experience in the global travel and MICE sectors. Since 2009, our international team of digital solutions and marketing specialists has been helping leading brands around the world to become more globally connected and competitive. Our clients span the travel, MICE, education, and trade sectors, including national and regional destination marketing organizations, event organizers, international organizations, hotels, airlines, cruise lines, attractions, retailers and more.