New Hall (Hall 11), National Agricultural Exhibition Center, Beijing
China's vast outbound travel market is set for further growth in 2026, boosted by the spread of visa-free policies for Chinese nationals and a stronger Chinese currency. To gain a deeper understanding of the insights from frontline industry practitioners and grasp a better understanding of the latest trends in the outbound tourism market for 2026, the COITM organiser conducted a survey on the preferences of the China outbound tour operators and travel agents in 2026.
On 28th January 2026, COITM Founder and Executive Director, Ms Qinghui Qing released the survey results on a Webinar, ‘Working with the Chinese Travel Trade in 2026’, which was co-organised with Dragon Trail International.
3,000 industry outbound travel professionals from the COITM database were selected for research samples, and a survey questionnaire was distributed via two channels: email and WeChat. 15 professionals were also interviewed. The research lasted for one week, with 310 valid questionnaires collected.
1) who they are
2) Their roles in their business
1) The predictions of the market
14% of respondents think the China outbound travel market will grow by over 20%; while 33% of them think the growth will be from 10-20%. 46% of respondents think the market will recover steadily, with an increase of 10%, approaching the 2019 levels.
2) What are the main driving forces for the development of the China outbound travel market in 2026
More than 75% of people think that Generation Z seek personalised and in-depth travel experiences are the main driving force for market growth. On the other hand, over 67% of them think senior people (elderly tourists), who are wealthy and have an abundance of time, are the main force driving the market. Interestingly, nearly 49% of the respondents think "New middle class" families, who are emphasising quality and travel experiences, are the main driving force of the market.
3) The most popular destinations for Chinese outbound travellers and tourists
The findings showed that Southeast Asia, South Korea, Australia & New Zealand will be the most popular destinations; South Asia will be next; very interestingly, South America becomes the 3rd most popular destination for Chinese travellers, followed by the Central and West Asia regions, and the Middle East. Europe and North America are no longer listed at the top as they were a few years ago.
4) The type of products Chinese travellers will be more interested in
The survey also revealed the type of products Chinese travellers will be more interested in over the next 3 years. High-quality and niche-in-depth tours are the most popular products, representing 66% of respondents, followed by Wellness retreats and sustainable tourism, accounting for 62%. Very interestingly, integration of technology and digital products was also welcomed by respondents, making up nearly 56%. Meanwhile, the findings also show that people are very interested in immersive cultural and lifestyle experiences and personalised products, constituting 47% and 46% respectively. This is probably because Chinese travellers are increasingly moving beyond traditional tourism options, and instead pursuing high-value, tailored-made experiences.
5) What type of international suppliers and partners Chinese outbound tour operators are seeking
It is found that Theme customised tourism suppliers are the most popular, accounting for nearly 68% of the respondents. 44% and 42% of respondents are seeking attractions and economical accommodation suppliers. This is perhaps due to more FIT and the younger generation’s growing demands. It also can be seen that Chinese tour operators are also looking for MICE business suppliers and national tourism boards to work with, accounting for 38% and 32% respectively.
6) Industry Expectations of COITM
72% of respondents expect COITM to build bridges between China travel professionals with overseas tourism boards and associations. 62% of them would like COITM to organise high-quality international scheduled B2B meetings. Half of them would like the show to provide first-hand travel resources from overseas. Also 43% of respondents want to see COITM to organise industry conferences and social networking.
COITM operates as a multi-pathway B2B platform, serving international destinations, hospitality groups, travel service providers, and professional travel buyers through three distinct engagement channels:
1. China Travel Ecosystem Gateway — Providing institutional trade exchange, industry dialogue, and cross-border market connectivity across China’s full travel value chain, including tourism, hospitality, aviation, destination marketing, and travel services.
2. China Outbound Engagement Pathway — Supporting global destinations, hospitality brands, and tourism organisations seeking to connect with Chinese outbound travel buyers, agencies, and distribution platforms through structured B2B matchmaking, partnership development, and market-entry frameworks.
3. China Inbound Engagement Pathway — Supporting international travel buyers, wholesalers, corporate travel planners, and tour operators seeking to connect with qualified Chinese suppliers to develop, distribute, and scale China travel products in global markets.
COITM will provide opportunities for both international and Chinese professionals, fostering an upgraded industry ecosystem, and driving tourism towards greater diversity, personalisation, and sustainability, and to delivering continuous value for the industry.
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