Global youth travel leaders bet on China's study tour market

China's study tour market is booming, with teenagers flocking to museums, cultural heritage sites, and tech firms for hands-on, immersive learning —raising the question of whether China could become a top destination for international student travelers.

At the 2025 Xianghu Dialogue, hosted by the World Tourism Alliance from Wednesday to Friday in Hangzhou, Zhejiang province, the Student & Youth Travel Association (SYTA), a US-based trade association with over 900 member companies in 30 countries, led some 20 international educational travel companies to explore the Chinese market and meet local counterparts.

Carylann Assante, chief executive officer of SYTA, who was on her first visit to China, said she was pleased by the welcoming nature of the Chinese people, the mature tourism market, the quality of hotels and restaurants, and the convenient transportation.

She noted that China strongly attracts young travelers from across the globe with its rich cultural heritage, lively and secure nightlife, and remarkable diversity in both cultures and cuisines.

Brent Imrie, president of SYTA and a veteran tour operator from New Zealand, saw the potential of creating China-bound study tours centered on culture, language, sports, and music. Calling Hangzhou "Asia's Silicon Valley," Imrie said he was considering organizing STEM tours for students from the US, Australia, and New Zealand to explore the city's technological innovation.

Aside from inbound study tours, Imrie also highlighted that by working with the World Tourism Alliance and local tour operators, there is a huge opportunity for Chinese students and educators to connect with SYTA members for overseas study tour experiences.