China Joins New Zealand, UAE, Australia, Malaysia, and More in Outbound Travel Surge, Projected to Exceed Two Hundred Twenty-Five Million Trips in 2026, Marking a New Era of Global Travel Growth

China’s outbound travel industry is poised for unprecedented growth in 2026, joining a global wave of countries such as New Zealand, UAE, Australia, and Malaysia, as travelers from these nations are expected to make over 225 million trips. This surge is being driven by a combination of factors, including relaxed travel restrictions, growing disposable incomes, and an increasing desire for international experiences. China’s tourism sector is benefiting from robust economic recovery, enhanced connectivity, and favorable visa policies, positioning it as a key player in the new era of global travel growth. As more Chinese citizens embrace the opportunity to explore international destinations, the tourism industry worldwide stands to experience a significant boost.

China’s outbound tourism in 2026 is projected to reach over 225 million trips, surpassing pre-pandemic levels and marking a shift from recovery to a phase of sustainable growth, according to a recent industry report. This surge signals that the country’s travel market is entering a new phase, characterized by longer stays, increased segmentation, and higher spending per traveler.

The findings suggest that China’s outbound travel market is no longer just focused on volume recovery but is instead evolving toward a more diversified structure. High-net-worth individuals (HNWIs) are now leading the way, taking longer international trips, often staying for over 16 days, with per-capita spending regularly exceeding RMB 100,000. While short-haul travel continues to dominate in terms of overall volume, mid-haul travel is gaining traction, particularly among higher-income groups. Meanwhile, the volume of short-haul trips remains high, with mid-income travelers maintaining frequent travel habits.

The growing demand for mid-haul travel has also led to a shift in consumer behavior. Mid-income travelers are primarily focusing on short-haul trips, with bookings typically made one to two weeks before departure. This segment tends to book quickly, capitalizing on the availability of shorter, more flexible trips. High-income travelers, however, plan their trips with more foresight, often booking mid-haul trips three to four weeks in advance. These travelers exhibit a preference for destinations that offer a balance of luxury and culture, often opting for longer stays and more premium experiences.

Among HNWIs, there is a clear trend toward longer, more flexible trips. This group tends to book their long-haul travel well in advance, often favoring destinations that cater to high-end tourism and exclusive experiences. The greater flexibility in planning allows this group to choose more luxurious and unique destinations, as well as participate in bespoke experiences that may require extended preparation time.

The report also highlights that, as China’s outbound tourism market matures, the demand for high-value experiences is rising. While short-haul travel continues to anchor overall tourism volumes, mid-haul travel is expanding into higher-income tiers, offering travelers more diverse options. High-income travelers are increasingly looking for mid-haul destinations that offer a mix of adventure, cultural enrichment, and exclusivity.

When it comes to choosing destinations, there is a clear divergence in preferences based on income levels. Mid-income travelers are still predominantly opting for nearby, short-haul destinations within Asia, including various countries with well-established tourism infrastructures. Destinations in Asia remain highly popular due to their proximity and relatively lower costs compared to more distant locations. The appeal lies in their ease of access, affordable travel options, and the variety of experiences they offer.

In contrast, high-income travelers are increasingly attracted to destinations in the Middle East, such as the UAE and Qatar, where luxurious experiences, modern amenities, and rich cultural offerings are on full display. These locations cater to affluent travelers seeking a combination of relaxation, indulgence, and cultural immersion. Meanwhile, HNWIs are more inclined to travel to destinations in Oceania, such as Australia and New Zealand, known for their luxury accommodations, natural beauty, and high-end experiences. For HNWIs, these locations offer the perfect blend of tranquility, adventure, and exclusivity.

Spending habits also vary significantly across income groups. Mid-income travelers tend to focus their spending on shopping, particularly for affordable apparel and personal items. They also seek experiences that offer good value for money, such as food and entertainment, as well as digital products. On the other hand, high-income travelers exhibit a more diversified approach to spending. In addition to purchasing clothing, this group is increasingly investing in premium products, such as financial services, high-end cosmetics, and luxury accessories. They view their travel experiences as an opportunity to enhance their lifestyles with premium products and services.

High-net-worth travelers, however, have the highest spending power and are more likely to invest in luxury goods and experiences. Their consumption priorities are focused on high-end brands, exclusive experiences, and tailored services that provide both comfort and prestige. These travelers are willing to spend significantly more on travel-related products, including bespoke accommodations, private transportation, and unique cultural or adventure experiences.

Accommodation preferences also vary across income levels. Mid-income travelers are more concerned with finding affordable, well-rated options that meet their basic needs. They rely heavily on online platforms and peer reviews to make informed decisions, often prioritizing cost and convenience over additional services. High-income travelers, however, place greater emphasis on safety standards, additional services such as concierge support, and value-added offerings that enhance the quality of their stay.

For HNWIs, accommodations are all about exclusivity and comfort. They seek out premium views, exceptional cleanliness, and personalized services that ensure a seamless, luxurious experience. For this group, the quality of the accommodation is an essential part of the overall travel experience, and they are willing to pay a premium for it.

Booking behavior also reflects the segmentation across income groups. Mid-income travelers are largely driven by social media platforms and online travel agencies (OTAs), with much of their decision-making happening close to the date of departure. High-income travelers, however, tend to rely more on official sources, curated networks, and direct booking channels. They often prefer to plan well in advance and value personalized advice, whether from travel agents or exclusive networks.

In 2026, China’s outbound travel is expected to exceed 225 million trips, joining global leaders like New Zealand and UAE, driven by rising incomes, eased travel restrictions, and greater international mobility.

Overall, China’s outbound tourism market in 2026 is set to reach new heights, driven by evolving demand patterns and the increasing segmentation of travelers. With longer stays, higher spending per traveler, and a growing interest in more tailored experiences, the market is shifting from recovery to a new, dynamic phase of growth that offers a diverse array of travel opportunities for all income levels.

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