China’s New Travel Power Duo: Gen Z Explorers and Golden-Age Globetrotters

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China’s outbound travel segment is undergoing a seismic shift, according to the ITB China Travel Trends Report 2025-26. The report highlights two rapidly growing groups driving outbound tourism: tech-savvy young adventurers and high-spending senior travellers seeking immersive experiences. This evolving demographic barbell is prompting global travel brands to rethink product design, accessibility, and marketing language to meet the divergent expectations of both segments.

Trip.com Group data shows that millennials and Gen Z travellers (born in the 1980s and 1990s) accounted for 67% of outbound travel in 2024. Yet by the end of 2025, over 100 million ‘active seniors’ are projected to enter the travel market, with the senior tourism economy expected to exceed RMB 1 trillion ($140 billion). These dual segments are shaping a more personalised, culturally rich form of travel. The younger generation prefers emotionally resonant, lifestyle-driven experiences, while seniors seek curated, slower-paced trips with deep cultural meaning.

Bleisure and MICE on the Rise

The report also found that 83% of Chinese travel buyers identified “bleisure”—a combination of business and leisure—as a major opportunity. Corporate clients are increasingly seeking value-driven trips that mix meetings with relaxation and cultural immersion. This evolution is pushing destinations to rethink their MICE offerings and focus more on wellness, team-building, and storytelling.

Tech and Personalisation Define the Future

More than half of ITB China Buyer Circle members reported using AI tools in their operations—ranging from customer service and product recommendations to dynamic pricing. The challenge for the industry now lies in balancing AI efficiency with human-centred experiences that resonate across age groups. Visa facilitation, mobile payments, and improved air connectivity are accelerating China’s outbound recovery. But destinations must evolve: offering emotionally rich experiences and flexible packages that cater to both independent Gen Z travellers and experience-focused seniors.

China’s Inbound Revival and Domestic Shift

China’s inbound tourism is also gaining momentum. Visa policies are easing, flight capacity is growing, and cities are investing in FIT-friendly (free independent traveller) infrastructure. Social media influence and lifestyle-led trip planning are reshaping domestic and inbound travel behaviours alike.

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