China’s outbound travel demand accelerates strongly in 2026

Early Booking Becomes the Norm

One of the clearest behavioral shifts is the move from last-minute purchases to locking in trips months in advance. Travelers report significant price differences between early and late bookings. In one example, a honeymoon package to the Maldives rose roughly 50% as departure approached. The savings from booking early are clear, but so are the risks: schedule changes, work conflicts, or health disruptions.

For travel brands, this shift creates both opportunity and pressure. A longer booking window means more time to influence decisions, but it also increases demand for flexibility. Changeable fares, re-booking protection, transparent cancellation policies, and service guarantees are becoming essential conversion tools rather than optional add-ons.

Short-Haul Still Leads in Volume

Short-haul destinations remain the backbone of outbound travel. South Korea, Vietnam, and Thailand continue to dominate thanks to short flight times, convenient visa conditions, comfortable weather, and predictable costs. Affordable fares under RMB 1,500 (USD217) one-way have been reported to Vietnam, Korea, Indonesia, Thailand, and Malaysia, with some routes—such as Laos—falling below RMB 1,000 (USD145).

These markets are highly competitive and promotion-sensitive. Winning share requires differentiation through themed itineraries, smoother payment and language support, and partnerships that improve on-the-ground convenience.

Long-Haul Demand Accelerates

What distinguishes 2026 is the faster rise in long-haul travel. Extended breaks allow travelers to justify “once-a-year” trips and time-intensive routes. According to Beijing Traffic Radio, hotel bookings to Egypt have increased more than threefold, while Spain, Australia, Turkey, and Portugal have more than doubled.

Consumer motivations are also evolving. Travelers are now prioritizing experience depth over checklist tourism—aurora viewing in Nordic regions, counter-season summer in the Southern Hemisphere, national parks, hiking, and multigenerational “togetherness travel” with space and comfort.

Data from Airbnb reinforces the trend, showing outbound search interest around Spring Festival roughly doubling year over year, with more than 70% of February stays extending beyond the official nine-day holiday. Travelers are actively stretching the season.

Value Means More Than Price

Beyond mainstream favorites, emerging destinations such as Laos, Nepal, Uzbekistan, Georgia, and Kazakhstan are attracting attention for being “not crowded, not expensive.” For younger travelers especially, value now includes lower density, uniqueness, emotional payoff, and strong social media storytelling potential.

Meanwhile, combining public holidays with annual leave allows breaks of 11–12 days. Younger travelers often depart earlier to maximize adventure, while families lean toward post-peak windows for comfort and better pricing.

Despite a projected drop in Japanese arrivals amid geopolitical tensions, the broader outlook remains strong. The World Travel and Tourism Council expects China’s travel and tourism sector to grow 7% annually over the next decade, contributing $3.8 trillion to GDP by 2035. By 2031, China is forecast to surpass the United States as the world’s largest travel market.