Chinese outbound tourism is projected to experience sustained growth and greater diversification by 2026

The Chinese outbound tourism market is poised for a new expansion cycle in 2026, driven by expanded visa-free policies for Chinese citizens and a stronger local currency. This positive outlook is supported by the perceptions of tour operators and travel agents specializing in international travel, who are observing more active and diversified demand.

According to the results, part of the sector anticipates growth exceeding 20% ​​next year, while another significant segment estimates expansion between 10% and 20%. Most professionals agree that the recovery will be gradual, with growth around 10% and a progressive return to 2019 levels.

New drivers of demand

The data reflects a significant shift in the profiles driving the market. Generation Z is emerging as the primary engine of growth, drawn to personalized experiences and deeper, more meaningful travel. Meanwhile, senior travelers are gaining prominence thanks to their greater availability of time and resources, while families from the new middle class, focused on quality and distinctive experiences, are consolidating their position in demand.

Destinations in transformation

As for preferred destinations, Southeast Asia, South Korea, Australia, and New Zealand lead the way for international travel. A notable finding is South America's emergence as one of the most promising destinations, surpassing traditionally dominant regions like Europe and North America, which are losing ground to newer and more diverse options.

Higher value-added products

Chinese travelers are increasingly drawn to high-end tourism products. Niche trips and in-depth experiences are becoming the most attractive options, followed by wellness tourism and sustainable offerings. The integration of technology and digital solutions is also gaining importance, along with immersive cultural experiences and highly personalized products, in line with a demand that seeks to move away from traditional tourism.

What are Chinese operators looking for?

From a supply perspective, outbound tour operators prioritize international partners capable of developing tailored thematic proposals. There is also interest in attractions, budget accommodations, suppliers specializing in the MICE segment, and national tourism organizations—a trend linked to the growth of independent travelers and new generations.

The role of B2B platforms

The study highlights the importance of professional platforms as a link between the Chinese market and international players. Operators particularly value the opportunity to forge direct connections with destinations and suppliers, participate in high-quality B2B events, access firsthand resources, and take part in networking and industry analysis sessions.

Overall, the results anticipate a more demanding, diverse and personalized outbound Chinese tourism market, which opens up concrete opportunities for destinations and companies capable of interpreting these new dynamics and adapting their offerings to a constantly evolving traveler.