ITB China 2025 spotlights key travel trends

From Gen Z travelers to AI-driven bookings, China’s evolving travel market takes center stage at Asia’s leading tourism trade show

ITB China 2025 is poised to be a pivotal moment for the travel industry, offering deep insights into the forces reshaping China’s outbound and inbound tourism markets. Taking place from May 27–29 in Shanghai, the event highlights surging outbound travel, rising Gen Z influence, cutting-edge travel tech, and the growing impact of major events on regional tourism. As Chinese travelers regain their global presence with more spontaneous and tech-enabled behaviors, ITB China positions itself as both a barometer and catalyst for the country’s evolving role in international travel.

Key takeaways

• China’s outbound tourism rebounds strongly: Outbound travel from China nearly returned to pre-pandemic levels in 2024, with 130 million trips and projections of 155 million for 2025. By 2028, the number could reach 200 million, solidifying China’s role as a top global source market.
• Gen Z drives travel trends: Millennials and Gen Z now shape China’s travel demand, with younger travelers preferring spontaneity, event-based travel, and individualized experiences over traditional group tours.
• Event tourism surges in Asia: High-profile international events - like Taylor Swift concerts - drive massive tourism spikes. Chinese travelers are increasingly willing to travel abroad and pay premium prices for exclusive experiences.
• Tech-savvy travelers embrace AI and social media: Platforms like Xiaohongshu and Douyin, along with AI tools such as DeepSeek, are integral to the travel journey—from inspiration to booking—offering real-time updates and hyper-personalized itineraries.
• Short-notice bookings are the new normal: Flexibility is key: 77% of outbound Chinese trips are booked within a month of travel, with a significant portion made just days before departure. This trend forces service providers to adopt ultra-flexible and mobile-first booking solutions.

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