China’s Outbound Tourism Continues Steady Growth in 2025

China’s outbound tourism industry is experiencing strong recovery and steady growth, driven by resumed international flights, evolving travel policies, and increasing demand for personalized experiences. According to the China National Immigration Administration, 7.671 million inbound and outbound trips were recorded during the 2025 Chinese New Year holiday, marking a 5% increase from last year.

Industry data further supports this trend. Ctrip’s "2025 Spring Festival Tourism Summary Report" revealed a 30% increase in cross-border travel orders, with top destinations including Japan, Hong Kong, Thailand, Malaysia, Singapore, Australia, South Korea, the United States, Macau, and Vietnam. Meanwhile, Fliggy reported a 229% surge in international cruise bookings, while Qunar noted that Chinese tourists traveled to over 2,100 overseas cities, a 50% year-on-year increase.

To support this expanding market, the China Outbound Travel and Tourism Market (COTTM) 2025 will take place April 24-26 in Beijing, bringing together over 300 exhibitors from 50 destinations. Participants include tourism boards and travel providers from Egypt, Turkey, Ireland, Australia, Germany, Thailand, and more, aiming to establish key partnerships with Chinese travel professionals.

Additionally, COTTM’s Outbound Investment Forum, launched in 2024, will return in 2025, providing a platform for Chinese tourism investors and hotel brands to collaborate with international tourism projects. With around 150 industry leaders attending, the forum will focus on enhancing global tourism infrastructure, technology, and service quality.

As China’s outbound tourism landscape diversifies and modernizes, COTTM remains a vital hub for fostering international partnerships, optimizing industry strategies, and ensuring sustainable tourism growth.