The optimism comes as agents explore new sales channels, adapt to changing demographics and respond to the evolving expectations of Chinese travelers
Jan 15, 2025
Travel agents are optimistic about the recovery of China’s outbound tourism, predicting a full recovery by 2025, according to Dragon Trail’s latest Chinese Outbound Travel Trade Survey. More than half of respondents expect the market to fully recover by the end of 2025, with strong potential for Asian destinations and a positive outlook for North America and Western and Northern Europe.
Key takeaways
- China’s “silver travelers” – retirees with pensions and leisure time – are a growing segment. Unlike younger tourists, they prioritize comfort, safety and personalized experiences over cost;
- Social media platforms such as Douyin and Xiaohongshu are transforming travel marketing in China, allowing agents to creatively promote destinations through short videos and community-driven content;
- East China (including Shanghai and Hangzhou) and South China (including Guangzhou and Shenzhen) are the top source markets for outbound travel, with travelers in these regions expected to increase investment over the next three years.
Get the full report at Dragon Trail
