ITB China marks a decade of transformation of Chinese outbound tourism, marked by post-pandemic recovery, digitalization and growing demand for personalized travel. The market reached around 148 million international trips in 2025, and in the 1st half of 2026 it registered 88 million trips, +10.5% compared to the previous year.
Chinese destinations have diversified significantly, with travelers increasingly looking for experiences of culture, gastronomy, nature, sports and wellness, to the detriment of tourism exclusively based on destinations and attractions. Independent travel, small groups and personalized products have also grown.
Digitalization and AI play a central role in inspiring, planning, booking and personalizing trips, through platforms such as Trip.com, Fliggy and Tongcheng Travel.
