ITB China 2025 (27–29 May, Shanghai) comes at a time when Chinese outbound tourism is experiencing a rapid recovery and transformation, with young people playing a leading role. Millennials and Gen Z are emerging as key trend-setters, both in terms of destinations and consumer habits.
In 2024, Chinese people made around 130 million international trips, approaching pre-pandemic levels. Forecasts for 2025 call for 155 million outbound tourists, while in 2028 the number is expected to reach 200 million. A significant part of this momentum is due to young travelers, who now make up almost 50% of all outbound tourists.
This audience is characterized by spontaneity, an appetite for experiences, a love of events, and technological skills. A typical example is the sharp increase in bookings by Chinese travelers to Singapore – over 400% – before Taylor Swift’s concerts, where the experience itself was the motivation for the trip, even if the cost was high.
The new generation of Chinese travelers is moving away from traditional packages and choosing personalized, culturally sustainable trips. Cities with easy access and visa-free travel, such as Bangkok and Kuala Lumpur, are gaining ground, especially during peak periods such as the Chinese New Year. Interest in more exotic destinations and “local” experiences has increased, with an emphasis on gastronomy, art, and nature.
At the same time, the role of digital platforms is decisive. Media such as Xiaohongshu and Douyin offer personalized information on weather, visas, and events, while user-generated content and influencers guide young people to more alternative options. At the same time, artificial intelligence is increasingly being integrated into travel apps, with tools such as DeepSeek offering personalized itineraries and real-time bookings.
But new habits also bring operational challenges. According to the China Trading Desk, 77% of bookings are made less than a month before departure, while 46% are made within two weeks. Trip.com reports that 50% of hotel bookings are made on the same day. These developments are pushing travel service providers to adjust their strategies in terms of pricing policy, flexibility, and digital experience.
ITB China 2025 will act as a barometer of these changes, with an increased number of exhibitors and strong participation at the conference. At the same time, China is attempting to boost inbound tourism with visa relaxation and promotional campaigns, such as the recent campaign in Germany for winter tourism, signaling its renewed international role.
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