Chinese outbound tourism enters a growth phase of expansion in 2026. Experts and surveys show increased activity and changed preferences. A survey of international travel agencies from the late 2025 shows hope for a full recovery. This trend comes from a better economy, more visa options, and new traveler groups.
More visa-free access supports the expected growth. Southeast Asian nations, some European countries, and Latin American states like Brazil have dropped their visa rules which makes travel easier. The yuan is stronger too. These changes make trips abroad cheaper for Chinese travelers and drive demand.
Forecasts are positive. Some companies predict growth above 20% for 2026. Others expect 10–20%. Most agree on a 10% increase. This shows a steady return to 2019 levels. Estimates say Chinese travelers could take 165–175 million trips in 2026. Better flights and helpful policies support these numbers.
The traveler profile is changing. Generation Z is the major group now. They like personal plans and real cultural contact rather than standard tours. These young people want deep and unique trips.
Older travelers with time and money are also important. Families from the middle class want quality, comfort, and safety. These groups avoid mass tourism. They choose specific, high-quality options.
Choices of destinations show the change. Southeast Asia nations like Thailand, Vietnam, Malaysia, and Singapore remain popular. South Korea, Australia, and New Zealand are also liked for their closeness and easy visas. But new areas are growing fast. South America shows big potential. It often beats Europe and North America for new experiences. This shift shows a desire for fresh, quiet places.
Products are changing too. Travelers want high-end, niche, and rich experiences. Wellness trips, green travel, and cultural programs are popular. Tech tools help personalize these trips. People want independent travel and small groups. They also ask for themed, custom plans.
Outbound operators work with global partners to make special offers. They look for good budget hotels and MICE (Meetings, Incentives, Conferences, Exhibitions) experts. They also work with tourism boards and sites for independent travelers. These options appeal to young people.
B2B platforms are important. They connect Chinese operators with global suppliers. These tools allow direct contact and share real-time data. They host professional events.
Chinese outbound tourism in 2026 is varied and focused on experiences. Travelers judge value and want real connections. Policy and money help them. Places and businesses must see these changes by offering tailored choices. High-quality, sustainable, and culturally rich products will find real chances in this changing market. The sector feels cautious optimism. This suggests more than recovery. It signals a transformed and strong future for global tourism tied to China.
