A recent COITM survey reveals strong optimism among travel professionals about China’s outbound tourism market in 2026. 93 per cent of respondents expect growth, with many forecasting 10–20 per cent increases.
The survey highlights changing traveller preferences. Gen Z tourists are driving demand for personalised and immersive experiences, while silver travellers, older, affluent tourists are fuelling longer, premium trips. Popular trends include niche and in‑depth tours, wellness travel, and sustainable tourism, reflecting a shift beyond traditional sightseeing.
Industry professionals are seeking overseas partners who can provide themed, customised travel products, from family adventures to photography experiences.
These insights set the stage for COITM 2026 (14–16 October, Beijing), a key platform for connecting global travel suppliers with the growing Chinese market.
You can learn more about the COITM 26 here Request Information on Exhibiting and register for the international Visitor / China Inbound Buyer (Overseas) Registration
- Published: 3rd February, 2026
- Location: Beijing
- Country: China
- Editor: Nour Ghanem
- Category: Economy
