ITB China 2025, the Chinese branch of the renowned ITB Berlin, is set to offer exclusive insights into the future of China’s travel and outbound tourism market. The event will spotlight emerging trends among younger travelers, advances in travel technology, and growing interest from global tourism providers.
China’s Outbound Tourism Boosted by Major Events
Large international events are now a major force in driving travel demand across Asia. A prime example is pop star Taylor Swift’s 2024 concerts in Singapore. Her six sold-out shows attracted over 300,000 fans and sparked a diplomatic stir after it was revealed that Singapore had signed an exclusive deal to host her — leaving other Southeast Asian countries out. The economic impact was substantial: analysts estimate the shows generated around USD 370 million for Singapore.
Travelers from China played a key role in this surge. Hotel bookings from Chinese tourists rose by nearly 400% ahead of the concerts. This shows that many Chinese travelers are now willing to fly abroad and pay premium prices to attend popular events.
China Reclaims Its Position in Global Travel
China’s outbound tourism market is bouncing back. After recording 87 million outbound trips in 2023, the number surged to around 130 million in 2024 — nearly reaching pre-pandemic levels. Experts forecast that this number could grow to 155 million in 2025 and may even reach 200 million by 2028. This trend signals China’s strong return as a major player in global tourism.
Young Travelers Are Leading the Way
Chinese millennials and Gen Z travelers are now shaping the country’s travel trends. These younger groups, especially those born in the 1980s and 1990s, account for nearly half of all outbound trips. Gen Z’s presence in the market has more than doubled in just a few years.
Unlike previous generations, today’s young tourists prefer freedom, spontaneity, and personalized experiences. They make decisions quickly, often book last-minute, and seek out exciting events and cutting-edge tech in their travels.
High Expectations and New Travel Preferences
Rising incomes have changed how young Chinese people travel. They now expect more from their holidays. Many prefer to spend Chinese New Year abroad, boosting demand for visa-free destinations like Bangkok and Kuala Lumpur. There’s also growing interest in exotic, culturally rich experiences. In many cases, these travelers are willing to spend more for meaningful travel rather than stick to a strict budget.
ITB China 2025 Set to Break Records
ITB China 2025 will run from May 27 to 29 at the Shanghai World Expo Exhibition and Convention Center. This year’s event is expected to be significantly larger than the last, with a notable increase in exhibitor numbers and a surge in first-time participants. The ITB China Conference, held alongside the main exhibition, will feature strategic partnerships with top organizations and offer keynote speeches and data-driven insights.
In addition to outbound travel, this year’s event will also emphasize China’s inbound tourism market. In 2024, the country recorded nearly 132 million inbound visits. While this is still below pre-pandemic figures, it marks a promising recovery.
China’s tourism authorities are taking steps to attract more visitors. These include targeted promotions in countries like Germany, where China is positioning itself as a winter destination, and a major relaxation of visa rules for several nations.
Together, these developments confirm China’s rising influence in the global travel industry and explain the strong international interest in ITB China 2025.
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