China’s Outbound Travel Rebound Is Slow-Going — But These Trends Are Worth Watching

Around 128 million Chinese travelers will venture abroad in 2024, according to the latest survey from digital marketing and research firm China Trading Desk.

That’s still far off the pre-pandemic peak of 155 million but the firm predicts gains, with China’s outbound travel hitting 200 million by 2028. 

Dragon Trail in its latest survey had noted that China’s October Golden Week marks a major milestone in the recovery of outbound travel.

But you can’t just look at the headline numbers — several factors are shaping travel decisions in 2024. Budget remains a top priority. Health and safety concerns, lingering from the pandemic era, are still on the minds of almost one-fifth of respondents.

Government policies and travel restrictions also continue to play a role in the choice of destinations.

China Trading Desk’s survey pointed to three other important trends to watch