ITB China Releases 2026/27 Travel Trends Report
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The report offers global tourism strategists, corporate managers, and market decision-makers a multi-dimensional view of China's travel market, covering outbound and inbound travel, themed tourism, MICE, and AI applications, helping businesses capture shifts in Chinese traveler demand and market growth opportunities.
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- Pinchain TourismITB China Releases 2026/27 Travel Trends Report
The ITB China Travel Trends Report 2026/27 has been released, focusing on China's outbound and inbound travel, themed tourism, MICE, and AI applications. The report is based on a survey of over 1,700 buyer representatives from the ITB China Buyer Club, combined with data and insights from Tourism Economics, Fliggy, and Ant International. In 2025, mainland China residents made 167.92 million outbound trips, up 16% year-on-year, while inbound foreign visitors reached 35.17 million, up 31%. The report notes increasingly diverse Chinese traveler demand, rapid AI integration across the travel journey, and shifting MICE client structures.