China's inbound and outbound tourism markets gain momentum

A recent industry report revealed a dual surge in both inbound and outbound tourism in China.

According to the 2025 Inbound and Outbound Travel Trends Report released by online travel agency Fliggy, China's outbound travel market has sustained high-quality growth, including package tours, local experiences, attraction tickets, cruise voyages, and visa services.

Meanwhile, inbound tourism has seen a great rebound. The report showed that air ticket bookings to China by overseas travelers have more than doubled year-on-year, with Shanghai standing out as a particularly popular destination.

The consumption preferences of various outbound travelers are diverse. Taking family travelers with children and Generation Z (those born between 1995 and the early 2000s) consumers as examples, the former tend to prioritize comfortable and worry-free services such as cruise voyages. The latter prefer to spend on novel and engaging experiences.

Independent travel remains the mainstream choice for Chinese outbound tourists, who book air tickets, accommodation, scenic area tickets and arrange itineraries on their own.

Luo Lin, deputy general manager of Fliggy's international vacation department, pointed out that the demand for group tours has not disappeared. In remote destinations where public transportation is less accessible, organized tours still play an irreplaceable role.

According to the report, an increasing number of Chinese outbound tourists are setting aside one or two days during their independent trips to join local organized tours and explore the neighboring regions of the destination.

Small-group tours in overseas destinations have increased greatly as well. Compared to large groups, small-group tours place greater emphasis on the quality of dining, accommodation, and activities, with more free time for exploration.

According to Fliggy, popular overseas source markets for travel to China include Thailand, South Korea, Malaysia, Vietnam, Singapore, the United States, Australia, and the United Kingdom. The most popular Chinese destinations among inbound visitors are Shanghai, Guangzhou, Dalian, Qingdao, Xi'an, Chengdu, Yantai, and Beijing.