According to Dragon Trail International’s April 2025 report, 75% of Chinese travelers have already taken or planned an international trip this year — a 12% increase compared to 2024. Data shows that the most popular destinations for Chinese holidays and national festivals remain within Asia: Japan, South Korea, and Singapore top the list. However, Europe and Oceania are also gaining popularity.

So, what drives Chinese travelers to book? The top must-haves are: safety (41%), food (23%), hotels (21%), and attractions (14%). In other words, a destination might offer a Michelin-starred restaurant or a viral social media experience — but if it’s not perceived as safe, the ticket stays in the cart.

According to the report, Hong Kong (92%) and Singapore (79%) lead the trust rankings, followed by Switzerland, Australia, and the Maldives. And the bad news? Thailand and Cambodia are perceived as unsafe by 51% and 58% of respondents, respectively. But what makes a destination feel “safe” to Chinese travelers? The report highlights three key factors: official safety ratings, the presence of reliable healthcare facilities, and — surprisingly — reassuring travel stories shared on social media.

It’s not just about geopolitics anymore: it’s digital storytelling applied to your passport. Naturally, the most used platforms for travel inspiration include Xiaohongshu, Douyin, and Weibo; while bookings are mostly made through Ctrip, Qunar, or Meituan.

But what do Chinese travelers mean by “sustainable travel”? Spoiler: it’s not just about CO₂. More than half of respondents associate sustainability with cultural preservation and respect for local traditions, rather than just reducing carbon emissions. In practice? Less greenwashing, more authenticity. However, only 15% regularly practice sustainable tourism, while 40% are curious but still stuck at the starting line. Why? There’s a lack of clear guidance on what truly counts as “sustainable,” eco-friendly options are often hard to find, and when they do exist, they’re either too expensive or not visible enough.

What’s needed is a more engaging — yet practical — narrative. Travel agencies can and must make a difference. How? By making sustainable choices more appealing, more diverse, and more rewarding — for example, through discounts or incentives — and by introducing clear labels that certify responsible options. Data shows that around 70% of travelers are willing to pay a premium, as long as the sustainability of the product or service is authentic and communicated in a clear and effective way.

For young Chinese travelers, true luxury today isn’t a five-star hotel — it’s an experience you can’t find on TikTok. According to Trip.com ’s “Momentum 2025” report, Gen Z and millennials are seeking authentic travel. Hidden food festivals, off-the-radar temples, and cultural experiences that escape social media spotlights. Food takes center stage: 60% look for culinary content and prefer street food tours, themed dinners, or cooking classes. Cinema also shapes travel choices, with 70% of tourists planning their trips based on films or TV series — turning cities like Tokyo and Seoul into pop tourism hubs. And social media? Still central, but with a shift in focus: less showing off, more authenticity. In this landscape, travel agencies must evolve from simple providers to true cultural curators, capable of offering tailored and meaningful experiences.

While young people seek unique stories to tell, Chinese retirees are quietly becoming a dominant force in travel marketing, with bookings from travelers over 50 increasing by 60%. They show a clear preference for familiar Asian destinations and four- or five-star accommodations. Less rush, more quality. And thanks to the flexibility of traveling off-season, silver-haired travelers are rewriting the rules of tourist seasonality. Chinese travel agencies are already adapting to the senior travel boom. For example, Ctrip launched the “Old Friends Club” program with customized experiences for travelers over 50, while China Trust Travel introduced the “Oxygen Train” — a 15-day deluxe tour through Qinghai, Gansu, and Tibet, designed for mature travelers in search of comfort and authenticity.

So, while Gen Z explores the world to discover themselves, seniors do it to enjoy life. Both, however, pose a new challenge for brands: personalize the experience!