China's Young Generation Fuelling Global Travel Market & Tech Innovation

China’s young generation is driving the global travel market and technological innovation, as stated in a report for the upcoming ITB China event. Young Chinese travelers are playing a significant role in the growth of China’s outbound tourism, with around 130 million outbound travelers in 2024, nearing pre-pandemic levels. These young travelers are characterized by their individualistic nature, preference for spontaneous decisions, and quick adoption of new technologies.

The resurgence of China’s outbound tourism is evident, with an estimated 130 million outbound travelers in 2024, expected to reach 155 million in 2025 and potentially 200 million by 2028. Millennials and Generation Z in China are leading consumer trends in the travel industry, accounting for almost half of all outbound travelers. Their attraction to technology and preference for visa-free city destinations are shaping the industry.

Digital platforms and social media play a crucial role in providing information to young travelers, with platforms like Xiaohongshu and Douyin offering support for visa acquisition, weather updates, and event information. Chinese technological innovations, such as AI-based solutions like DeepSeek, are driving changes in the global travel industry. These advancements are creating more personalized travel experiences for consumers, particularly the younger generation.

The shift towards last-minute bookings in the Chinese travel market is evident, with approximately 77% of bookings made less than a month before travel and 46% just two weeks prior. This trend is pushing airlines, hotels, and organizers to adapt by offering more flexibility in pricing, last-minute deals, and improved mobile booking experiences.

ITB China 2025, scheduled for May 27-29 at the Shanghai World Expo Exhibition and Convention Center, will delve into China’s expanding outbound travel market and innovative travel technologies. The event will also focus on inbound tourism, with China’s tourism authorities implementing initiatives like targeted marketing campaigns and visa requirement easing to boost the travel business.