China cements its position as a leading source travel market, powered by domestic scale and outbound momentum, says GlobalData

China continues to solidify its position as one of the world’s most important travel source markets thanks to strong growth in both domestic and outbound travel. Domestic trips continue to operate at significant volume and are expected to rise to 4.08 billion by 2029, while outbound departures are projected to reach 176.65 million by 2029. 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, says GlobalData, a leading intelligence and productivity platform.

GlobalData’s report “China Source Tourism Insight by Domestic and Outbound Tourism” highlights that China has consolidated its position as a powerhouse source market in the global travel industry. Leisure remains the primary purpose of travel, accounting for 70.83% of outbound trips in 2025. Families constitute the largest traveler segment, contributing 53.27% of outbound travel, followed by groups at 24.41%.

China’s travel resurgence is not just about recovery, it is about structural evolution. The market is larger, more experience-driven, and more value-conscious than ever. For global destinations and travel operators, understanding the nuances of the Chinese travellers in 2026 is critical.

Shagun Sachdeva, Practice Head, Travel and Tourism at GlobalData

Youth-led demand and premium experiences

According to GlobalData’s traveler demands & flows, travelers 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.

The Chinese source market offers significant opportunities to enhance tourism yield through premium, high-spend segments. Destinations and operators can target affluent travelers, families, and groups with VIP airport services, private guides, luxury hotel partnerships, Michelin-starred dining, and curated “once-in-a-lifetime” experiences such as exclusive museum access, backstage cultural events, and private vineyard visits.

Food, affordability and social media shape destination choice

Chinese travelers are heavily influenced by experiential motivators. GlobalData’s Q3 2024 Consumer Survey* reveals that 31% of Chinese respondents consider popular destinations for food and drinks when choosing a holiday destination.

Additionally, 15% rely on recommendations from friends and family, while 10% view affordability as a key decision driver. This is lower than the 26% of global respondents who cite affordability as a major influencing factor, demonstrating the importance of experiences for Chinese travelers rather than purely cost-driven decision making.

In the realm of social media, China stands as a highly digital travel market, offering suppliers the opportunity to capture market share through personalized, mobile-led engagement throughout the travel journey.

Sachdeva explains: “Providers can differentiate themselves with segmented product designs tailored to families, couples, seniors, and Gen Z, along with dynamic packaging and flexible itineraries. Support through Chinese-language content, 24/7 messaging-based customer service, clear guidance on practical needs and seamless booking processes is essential. Acceptance of Chinese digital payments, tighter integration with major global payment platforms, and social commerce can significantly enhance performance and foster stronger repeat visitation.”

Asia-Pacific leads, Europe strengthens as a premium play

Asia-Pacific remains the core outbound region, and Hong Kong, Macau, Thailand, and Japan are expected to see strong growth trajectories through 2029.

At the same time, Europe is regaining traction as a long-haul aspirational market. France and Germany are forecast to witness steady growth, supported by luxury retail appeal, cultural tourism, and multi-destination itineraries.

Domestic tourism also remains dominant, accounting for 95.6% of total trips in 2025, with expenditure projected to reach $678.04 billion in 2029 (CAGR 7.84%), highlighting the strength of internal demand alongside outbound expansion.

Sachdeva concludes: “China’s travel market is evolving, with demand increasingly digital, segmented, experience-led, and more sensitive to sustainability and geopolitical tensions. For destinations and travel suppliers, the path to growth is clear: invest in ‘China-ready’ digital capability, tailor products to specific traveler segments, build retail-and-experience ecosystems, and strengthen operational resilience. Those that do will be best positioned to convert demand as China’s travel momentum continues through the decade.”

*GlobalData’s Q3 2024 Consumer Survey covered 22,371 global respondents of which 513 are from China.