In collaboration with two leading data authorities, Tourism Economics and Trip.com Group, ITB China has officially released its travel and trends report for 2025 to 2026. The report examines structural shifts and evolving trends across three core areas of the China travel ecosystem covering outbound travel, meetings, incentives and events and inbound travel to China. While findings of the report are drawn from insights of survey conducted among 1,400 members ITB China Buyer Circle.

According to Messe Berlin China deputy general manager, Ms.  Lydia Li the annual trends report is aimed at providing actionable insights for global partners and industry professionals interested in the Chinese travel market.

She added the goal of the report, is to help them better understand Chinese travel demand and industry dynamics, identify opportunities, stay in step with market shifts, and make informed business decisions.

The survey of the report revealed a shift in China’s outbound travel demographics, according to data from Trip.com Group. Travellers born in the 1980s and 1990s represent 67 percent of the segment in 2024, a proportion of which is expected to grow.

A rise of ‘active seniors’ is reshaping the market, with more than 100 million expected to travel by the end of 2025 and drive spending beyond CNY One trillion (USD140 billion).

At the same time, the trend of companies going global has brought new opportunities to China’s MICE market with business and leisure travel becoming a growth engine.

A key finding was the strong growth potential in the bleisure segment that is business and leisure travel cited by 83 percent of respondents. This trend reflects a shift in corporate travel priorities with higher demand for integrated experience value for delegates, teams and clients than just meeting logistics.

Inbound tourism as claimed in the report is becoming a key growth driver for China.  As the sector, enters a new phase of expansion with tourism economic projects continued gains in China’s share of global inbound supported by visa easing, restored air capacity and improved readiness on city level.

The study also delved into the increasing role of AI in travel.  Over half of ITB China Buyer Circle members are now using AI tools for product recommendations, customer service applications and market analysis. The challenges according to the report is on maintaining human-centred service while adopting AI-driven efficiencies.

In the final analysis, the report recognises that preferences among travellers are also changing, with a move toward free independent travel, social media-driven planning and higher demand for authentic, experience-led tourism beyond the major landmarks.