China’s Outbound Travel Rebound Is Slow-Going — But These Trends Are Worth Watching

30.09.2024 - 00:21 / skift.com / Peden Doma Bhutia

Around 128 million Chinese travelers will venture abroad in 2024, according to the latest survey from digital marketing and research firm China Trading Desk.

That’s still far off the pre-pandemic peak of 155 million but the firm predicts gains, with China’s outbound travel hitting 200 million by 2028. 

Dragon Trail in its latest survey had noted that China’s October Golden Week marks a major milestone in the recovery of outbound travel.

But you can’t just look at the headline numbers — several factors are shaping travel decisions in 2024. Budget remains a top priority. Health and safety concerns, lingering from the pandemic era, are still on the minds of almost one-fifth of respondents.

Government policies and travel restrictions also continue to play a role in the choice of destinations.

China Trading Desk’s survey pointed to three other important trends to watch:  

One of the most significant shifts in travel behavior is the increased reliance on last-minute trip planning. The survey reveals that 73.1% of Chinese travelers are booking trips less than a month in advance. This trend is most pronounced among younger travelers, especially Gen Z, who are gravitating toward spontaneous and adventure-driven experiences.

Economic uncertainty and the flexibility afforded by travel platforms are driving the shift towards last-minute bookings among Chinese travelers, Subramania Bhatt, founder of China Trading Desk told Skift. “Many travelers are concerned about unpredictable conditions. Gen Z and millennials prefer quick getaways that can be organized with minimal notice.”

Bhatt said this trend is likely to continue into 2025, particularly as travel platforms offer personalized last-minute deals, and businesses continue to adapt to the on-demand culture.

“The growing demand for flexibility — both in terms of booking windows and travel experiences — will likely prompt travel providers to offer more real-time options and discounted deals for spontaneous bookings,” he said.

Gen Z is leading the gains in China’s outbound travel market, with around 54% of travelers in the 18-29 age group. Their preferences differ significantly from older generations — they want new experiences, with a particular interest in outdoor and remote destinations. They’re digital natives, relying heavily on platforms like Xiaohongshu (Little Red Book) and Douyin (TikTok) to inspire and plan their travels. These travelers are also budget-conscious, often seeking deals and promotions.

“Gen Z values experiences over material goods,” noted Bhatt. “They prioritize culinary exploration, historical experiences, and ‘Instagrammable’ landmarks. They are more likely to travel with friends or family, but solo travel remains significant.”

While the