ITB China Report: Chinese Travellers Shift from Price to Value as AI Enters the Full Travel Journey

Key points

• In 2025, mainland China residents made 167.92 million outbound trips, up 16% year on year; the ITB China 2026 buyer survey shows over 50% of surveyed outbound travel companies had 2025 revenue above US$3.5 million.
• In 2025, China received 35.17 million inbound foreign visitor trips, up 31% year on year, with continued visa policy optimisation improving ease of travel to China.
• Asia-Pacific remains the primary outbound destination region for Chinese travellers, while long-haul markets in Europe, the Americas and the Middle East show growth potential; visa policy, air connectivity and bilateral relations influence destination choice.
• Georgia saw a clear rise in market attention after implementing 30-day visa-free entry for Chinese citizens; Egypt benefited from visa-on-arrival policy and direct flights, with Chinese visitor numbers up over 20% in 2025.
• Traveller preferences are increasingly diverse; price remains an important consideration, but balance between cost and quality, authentic experiences, itinerary flexibility and personalised service matter more.
• The report highlights four hot segments: luxury travel, cruises, cultural study tours and outdoor/sports tourism.
• Tourism Economics' 2025 Travel Trends Survey shows the share of global travellers using AI chatbots or virtual assistants nearly doubled year on year, with nearly one in five already using such tools for international trip planning.
• In MICE, finance, insurance and real estate plus pharmaceuticals and medicine remain the main client industries, while technology, new energy, robotics, large internet companies and high-end manufacturing are becoming important growth segments.