The Chinese outbound tourism sector is undergoing a transformational shift in 2025, driven by a growing appetite for personalised travel experiences and small-group itineraries. According to a recent report by Dragon Trail International (DTI), 61% of surveyed Chinese travel agents report improved business performance compared to 2024, with demand soaring for experience-rich journeys, bespoke tours, and immersive cultural travel.
This strong rebound points to a significant evolution in Chinese traveler preferences—one that prioritises connection, authenticity, and tailored adventures over generic group packages.
From Sightseeing to Storytelling: The Rise of Experiential Travel
The days of cookie-cutter tours are giving way to customised itineraries that emphasise culture, nature, cuisine, and hands-on interaction. Chinese travelers in 2025 are no longer just ticking landmarks off a list—they want to cook with locals, hike scenic trails, explore heritage towns, and engage deeply with foreign cultures.
This shift is not only changing how trips are planned but also how destinations market themselves. Travel agents are now seeking partnerships with local tour operators, boutique hotels, and special interest activity providers to curate exclusive and memorable experiences for clients.
B2B Relationships Still Key to Travel Sales Success
Despite the digital age, in-person engagement remains critical. Dragon Trail’s June 2025 survey of 280 Chinese outbound travel agents revealed that:
- 45% prefer in-person training
- 42% value familiarisation (fam) trips
- 39% find live-streamed trade sessions effective
These findings highlight that destination marketing organisations (DMOs) must continue to engage travel agents through face-to-face initiatives to build trust, product knowledge, and emotional connections with destinations.
Consistently, the agents who received in-depth training or attended fam trips reported higher sales performance for those destinations—proving the lasting value of human connection in travel trade.
Japan and Western Europe Lead Chinese Travel Trade Engagement
Japan has emerged as the top international destination for Chinese tourists in 2025, thanks to its proactive B2B strategies. For the second year running, Japan topped the charts for:
- Most visited destination on fam trips
- Most actively trained among Chinese travel agents
In Europe, France, Italy, and the UK are leading the charge. All recent travel trade events attended by Chinese agents were hosted by Western European countries—indicating a clear advantage for destinations that invest in outreach and education.
Chinese agents report that understanding local culture—from history and etiquette to seasonal festivals and cuisine—is essential for creating high-quality tour products that resonate with modern Chinese travelers.
AI Adoption Reshaping Chinese Travel Agencies
A standout finding from the DTI report is the rapid adoption of artificial intelligence in China’s travel industry. An impressive 82% of agents said their companies are using AI-powered tools to enhance operations. Popular use cases include:
- AI chatbots for customer support
- Real-time translation tools for multilingual communication
- Automated trip planning and data analysis
This embrace of technology shows how Chinese travel agencies are blending digital innovation with personal service to enhance the client experience. While AI boosts efficiency, agents still emphasise that trust and relationship-building are vital in closing sales and maintaining loyalty.
Key Cities Fueling China’s Outbound Tourism Engine
Shanghai remains the top departure hub for outbound Chinese tourism in 2025, thanks to its mature travel infrastructure and international airport connectivity. However, other cities are quickly catching up:
- Hangzhou and Guangzhou are consistently strong markets
- Chengdu, Chongqing, and Sichuan Province are rising stars in second-tier growth
- Shenzhen is now offering new international flight routes, widening travel access across China
These regional hubs are contributing to a broader geographic distribution of outbound travelers—creating new marketing opportunities for destinations looking to diversify their Chinese visitor base.
Looking Ahead: Strategic Insights for Global Destinations
The outlook for 2025 and beyond is clear: Chinese outbound travel is evolving, not just rebounding. To attract and retain this next wave of travelers, destinations should consider:
- Deepening engagement with travel agents through in-person events and trainings
- Offering product customization to cater to niche interests and small groups
- Emphasizing cultural depth and emotional storytelling in marketing
- Integrating AI tools into B2B and B2C platforms to enhance service and speed
According to Sienna Parulis-Cook, Marketing and Communications Director at DTI, “The Chinese market is looking for more than just vacations—they’re looking for transformation, understanding, and emotional resonance.”
Final Thoughts
As Chinese tourists seek deeper meaning in their journeys, and as agencies become more agile through tech integration, the outbound travel sector is entering a new phase of innovation and personalization. Destinations that invest in understanding and engaging this evolving audience will find themselves ahead in the race for global market share.
With bookings rising, routes expanding, and travelers demanding richer experiences, 2025 is shaping up to be a landmark year for China’s global tourism footprint.
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