130M Chinese tourists in 2024: Are luxury brands ready?

ITB China’s Travel Trends survey reveals a robust recovery in China’s outbound travel market, driven by the adventurous younger generations. But where are tourists heading?

China’s outbound travel market is on a rapid recovery trajectory, with the number of outbound tourists exceeding 87 million in 2023 and poised to reach 130 million this year, according to ITB China’s latest Travel Trends Report.

Surveying more than 1,000 buyer representatives from the ITB China Buyer Circle, the report found that 75% of market players believe their outbound business will reach or exceed 2019’s levels by the end of 2024. This optimism reflects a robust post-pandemic revival, despite ongoing challenges such as visa issuance and flight capacity constraints.

These findings indicate that Chinese shoppers will once again be a more regular sight at global boutiques, even as consumers hold back on major purchases at home.