China’s outbound travel returns with AI in the driver’s seat

Independent trips, visa-free access, and new digital habits are reshaping how Chinese travelers explore the world

China’s outbound travel is rebounding to pre-pandemic levels, but the bigger change is how artificial intelligence and social media are transforming planning and booking. Independent travel is rising, younger travelers are more adventurous, and visa-free policies are unlocking new destinations.

Key takeaways

• AI adoption surges: more than 60% of Chinese travelers used AI this year for trip planning or booking, with translation, itineraries, and safety updates leading the way.
• Deepseek and local tools: China’s homegrown AI assistants, including DeepSeek, Doubao, and Trip.com’s TripGenie, dominate traveler usage.
• Influencer impact shifts: while 86% follow travel influencers, only a small share book directly because of them — most use content for practical tips, itineraries, and destination insights.
• Independent travel leads: over half of outbound trips this October will be independent, with 71% of Gen Z travelers avoiding group tours.
• Holiday demand spikes: bookings for the October Golden Week holiday are up 130% year-over-year, with Asia leading short-haul choices and Europe the top long-haul pick.
• Shopping still matters, but less: cultural experiences and relaxation now outrank shopping as primary motivators, though Chinese tourists remain the world’s top spenders abroad.
• Visa-free access boosts travel: new reciprocal policies with countries like Singapore, Malaysia, Thailand, and South Korea are driving more last-minute and long-haul bookings.

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