COITM: Chinese Travel Trade Survey

A new survey of Chinese travel trade professionals conducted by the China Outbound and Inbound Travel Market (COITM) highlights what will drive growth in the Chinese outbound travel market in 2026, including high-potential travelers, in-demand products, and the kinds of suppliers Chinese tour operators and travel agents want to meet.  Here are the results, shared originally at a joint webinar with Dragon Trail on 28 January (watch it here).

Between 15-22 December, COITM surveyed outbound travel professionals from their database, with 310 valid questionnaires collected. 81% of the respondents were tour operators, including large comprehensive tour operators, online travel platforms and theme tour operators, and 7.7% of them were MICE business operators. 20% of the respondents were senior management, and 48% of them were middle level professionals.

93% of respondents predicted year-on-year growth for China’s outbound tourism market in 2026. 14% of respondents thought the China outbound travel market will grow by over 20%; while 33% of them predicted that growth will be from 10-20%. 46% of respondents said they thought the market will recover steadily, with an increase of up to 10%, approaching 2019 levels.

More than 75% of respondents said that Gen-Z consumers seeking personalized and in-depth travel experiences are the main driving force for market growth in 2026. On the other hand, over 67% said silver travelers, who are wealthy and have an abundance of time, are the main force driving the market. Interestingly, nearly 49% of the respondents thought “new middle class” families, who are emphasizing quality and travel experiences, are the main driving force of the market.

The survey also revealed the type of products in which Chinese travelers will be most interested over the next three years. High-quality and niche in-depth tours are predicted to be the most popular product, chosen by 66% of respondents, followed by wellness retreats and sustainable tourism, chosen by 62%. The integration of technology and digital products was also welcomed by 56% of respondents. Meanwhile, the findings also show that people are very interested in immersive cultural and lifestyle experiences and personalized products, constituting 47% and 46% respectively. Chinese travelers are increasingly moving beyond traditional tourism options, and instead pursuing high-value, tailored-made experiences.

Nearly 68% of survey respondents are said they were looking for suppliers and partners who can provide themed customized tourism products, such as family tours, adventure tours, or photography tours. 44.6% and 42.9% of respondents are seeking tourism attractions and budget-friendly accommodation suppliers. This is perhaps due to more FIT and the younger generation’s growing demands. Chinese tour operators are also looking for MICE business suppliers, starred hotels, and national tourism boards to work with, accounting for 38.7%, 35.1% and 32.7%, respectively.

The 2026 China Outbound and Inbound Travel Market will take place from 14-16 at the Beijing National Agricultural Exhibition Center and is expected to attract more than 300 exhibitors and 4,000 trade buyers/visitors. Click here to visit the COITM website and learn more.