By INFINIS officialCHINA TRAVEL MARKETING
Recovery in volume does not equal automatic order conversion. Brands must intervene early during the seeding phase and align interest-driven content, private-domain operations, and infrastructure to secure deterministic growth in 2026.
In 2026, the keyword for China's outbound market is no longer recovery but high-net-worth growth. According to industry forecasts, outbound trips are expected to break 175 million, with total spending rising from USD 254 billion in 2025 to over USD 280 billion. In 2025, Chinese travel spending grew by 9.9%, significantly outpacing the global average.
Note: Some research models suggest a high-growth scenario of 200-250 million trips.
INFINIS Insight: Brands must intervene during the seeding phase when travelers first begin exploration. Providing long-term, high-value content throughout the extended decision-making cycle is the only way to secure a lead at the final booking stage.
The consumption structure of Chinese travelers is undergoing a profound reorganization:
1. Safety and trust as entry barriers: destination safety, visa convenience, and direct flight frequency have replaced social media hype as the top priorities for high-net-worth travelers.
2. Resilience of airport retail: despite the expansion of digital touchpoints, the last mile at the airport remains high-value for high-ticket transactions.
3. Functionalized groups and scalable customization: large tour groups are not disappearing; they are becoming functional and evolving into semi-independent formats for concerts, medical wellness, study tours, and skiing.
4. Strategic value of in-destination conversion: airports, border crossings, and duty-free shops remain core offline hubs, and in-destination conversion is a critical strategy for premium brands.
Data for the 2026 May Day holiday bookings indicates that outbound destination selection has shifted from a "geographical preference" to a "scene-based preference" (experience-oriented).
South Korea: The "Big Winner" in Short-Haul Travel
Driven by policy and promotional influences, South Korea has become the top choice for Chinese short-haul travelers.
Short-haul travel remains the foundation of the outbound market. For the 2026 May Day holiday, South Korea, Vietnam, and Thailand maintained high levels of popularity:
- South Korea: Propelled by K-POP festivals, favorable exchange rates, and short flight times, it continues to be the preferred destination.
- Vietnam: Seeing significant growth in popularity due to increased flight frequency and high value-for-money (VFM) advantages.
- Thailand: Remains a high-volume destination, continuing to cater to family vacations and "light leisure" demands.
| Rank | Short-Haul Destination | Data Source / Observation | Core Driver |
|---|---|---|---|
| 1 | South Korea | Airbnb: top searched country; Seoul searches up 6x. | K-POP festivals, favorable FX, short flight distance. |
| 2 | Vietnam | Search heat up 4x for Hanoi and Da Nang. | Increased flight capacity, high ROI, luxury resort expansion. |
| 3 | Thailand | Airbnb: remains in top May Day destination searches. | Stable visa-free policy, family and leisure demand. |
| — | Japan | Dropped out of top 3 due to flight cuts and policy alerts. | Nature tourism, FX advantage, short-haul familiarity. |
Due to reduced flight capacity and policy advisories, Japan has temporarily fallen out of the top three and is now in a catch-up position. Overall, outbound destination momentum is shifting from "geographic preference" to "scene preference."
Long-haul travel is showing a more pronounced interest-driven pattern.
Italy, New Zealand, France, and Australia are all seeing clear momentum, driven by art and culture, natural landscapes, urban experiences, and long-haul consumption upgrades respectively—making them key growth destinations for May Day outbound travel in 2026.
| Rank | Long-Haul Destination | Data Source / Observation | Core Driver |
|---|---|---|---|
| 1 | Italy | Top European destination; Milan and Rome searches doubled. | Milan Winter Olympics momentum, art and culture depth. |
| 2 | New Zealand | Bookings up 60% YoY during May Day period. | Nature sanctuaries, hiking, emotional escape positioning. |
| 3 | France | Paris ranks among top searched global cities. | Urban culture, luxury retail, European hub value. |
| — | Australia | Fastest-growing region (+150% YoY). | Eco-tourism, premium experiences, visa convenience. |
INGINIS Insights: Brands should adopt a three-phase cadence of "pre-holiday seeding, in-holiday conversion, and post-holiday continuation": prioritize short-haul and high-frequency destinations before May Day; focus on long-haul plus family and study-tour products during Dragon Boat Festival and summer; and before National Day, concentrate on mid-to-high ticket, deeply customized, and scene-based travel offerings.
In 2026, travelers no longer fly to a place; they fly to a scene. The destination has transformed from a decision center into a scene container.
Scenes over sights: specific experiences such as skiing, concerts, and aurora chasing are replacing traditional sightseeing.
The rise of reverse travel: Gen Z increasingly explores hidden gems, which relies on organic content seeding and social amplification rather than traditional destination advertising.
Marketing in 2026 cannot rely on a single platform. Brands must build a relay path:
Explore INFINIS's full-funnel precision-targeting travel solution now.
1. Xiaohongshu (XHS): discovery and shortlisting.
2. Douyin and Bilibili: emotional impact and audience penetration.
3. WeChat: private domain retention during long decision windows.
4. Navigation and LBS (Amap / Dianping): in-destination interception with geo-fencing.
5. OTAs (Trip.com / Tongcheng): terminal booking conversion and logistics closure.
Payment convenience and security are the bottom code of 2026 travel. Mobile remains the primary entry point for cross-border transactions.
China's outbound travel in 2026 is not just a recovery of volume - it is a reconstruction of value. Brands that win are those that intervene throughout the traveler's long decision-making chain and establish a sustainable growth loop.
In a fragmented media ecosystem, finding the right scene entry and securing the infrastructure bridge is the key to global success.
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