On August 21, 2025, Booking.com released its 2025 Chinese Outbound Travel Trends Report in Shanghai. The report reveals new changes in Chinese travelers’ motivations for travel, travel expectations, and personalized preferences as they explore the world. The report launch event also featured guests from Tourism Australia and market research firm Kantar, who discussed trends and opportunities in the Chinese outbound travel market with media representatives. It’s worth noting that Chinese travelers’ enthusiasm for global exploration continues to grow, with their travels spanning the Asia-Pacific region and beyond.

Lu Weifeng, General Manager of Greater China and Southeast Asia Market Support at Booking.com, said, “This report reveals their future needs, preferences, and evolving travel styles. At Booking.com, we understand that truly exceptional products, services, and unforgettable travel experiences are built on a deep understanding of travelers’ needs. This survey vividly demonstrates our mission of ‘Travel the World, Made Simple.’ By gaining insights into evolving travel behavior trends, we hope to leverage our strengths and collaborate with industry partners to create services and products that better meet the needs of Chinese travelers.”

Chinese travelers are drawn to distant destinations, prioritizing safety.

With the gradual recovery of international tourism, Chinese travelers’ travel preferences are also showing new trends. From a destination perspective, the Asia-Pacific region remains a popular choice for international travel. According to Booking.com at the press conference, Australia has always been a popular choice for Chinese tourists. Official data indicates that between June 2024 and May 2025, 947,600 Chinese tourists are expected to visit Australia, a year-on-year increase of 21%, making it the fastest-growing international source market for inbound visitors to Australia.

According to Booking.com’s 2025 Chinese Outbound Travel Trends Report, 41% of travelers visited Thailand in the past year, followed by Japan at 36% and South Korea at 23%, demonstrating a continued preference among Chinese travelers for destinations that are closer and offer similar cultural experiences. Expanding further afield, the appeal of European destinations is steadily increasing, with interest in Italy, Spain, and the Netherlands increasing by 15%, 10%, and 10%, respectively. Their unique cultural landscapes have made them highly sought-after destinations for international travel.

Regardless of their destination, safety remains a primary concern for Chinese travelers when choosing a destination. The report shows that 44% of respondents prioritize assessing the safety and security of a destination before traveling, while 24% and 23% remain highly vigilant regarding political instability and the risk of fraud or scams, respectively. Furthermore, a sense of security has become a key factor in travel decisions, with 53% of respondents stating that the safety of a destination is a key factor in their decision-making.

Traveling to find energy, culinary culture to revitalize.

Breaking the daily rhythm, Chinese travelers are turning their gaze to distant lands, eager to recharge and enrich themselves amidst the natural and cultural wonders of exotic destinations. The report shows that “relaxation” is the primary motivation for international travel, cited by 57% of travelers, highlighting travel’s importance as a way to rebalance the body and mind, allowing travelers to temporarily escape the daily grind and return to life with a more relaxed state of mind.

Following this, local cultural experiences and culinary explorations continue to fuel enthusiasm for international travel. The report shows that 42% of travelers begin their trips motivated by a desire to “experience local culture,” while 39% cite “experiencing local cuisine” as a travel motivation.

Notably, 54% of Chinese travelers cite food as a key factor influencing their choice of destination; 50% consider tasting food a must-do experience; and 55% are happy to share their food experiences on social media after their trip, demonstrating the immense appeal of “food” as a crucial aspect of the travel experience.

Enjoying Fast Travel and Slow Travel, Encountering the Beauty of Sustainability

Chinese travelers often take time out of their busy schedules. Data shows that 49% of trips are shorter than a week, and 63% choose to travel during public holidays. Within these packed itineraries, two distinct travel preferences emerge. On the one hand, 59% want to see a wide range of attractions within a limited timeframe; on the other hand, 41% prefer exploratory journeys, desiring to spend more time exploring a few attractions in depth, reflecting the contrasting styles of “fast travel” and “wandering.”

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