China outbound travel has surged back with 9.7 million international tourist arrivals to China in 2023, and that rebound is mirrored by a shift in how Chinese travelers plan and pay for trips. From packaged tour uptake surpassing 50 percent for first time travelers to higher interest in specific cities and longer stays, the latest signals in spending, bookings, and payments raise a key question for anyone tracking outbound demand.
Key Takeaways
- 9.7 million international tourist arrivals to China in 2023 (up from 0 in 2020), reflecting the scale of cross-border travel to China after reopening
- 9.6% year-on-year growth in international tourist arrivals in 2023 for China (UNWTO/World Bank series shows a rebound from the 2020–2021 trough)
- The Philippines received 7.5 million visitors in 2024, indicating continued recovery of East Asian outbound flows that include Chinese travelers
- China outbound travelers’ willingness to buy packaged tours increased to over 50% in 2023 among first-time travelers (survey)
- 45.7% of Chinese outbound travelers preferred travel agencies for bookings (share reported in consumer surveys by major travel data providers)
- Chinese outbound travelers showed higher preference for family/group travel at 58% in 2023 per travel consumer panel data
- $150 billion forecasted China outbound tourism spending in 2024 based on recovery scenarios reported by major tourism industry forecasts (WTTC/industry outlook)
- China remained the world’s top outbound tourism spend origin in 2019 (World Bank/UNWTO series indicates leading expenditure ranking)
- U.S. ESTA/visa waiver program covers certain citizens and affects tourism flows for Chinese travelers when routes route via intermediates; U.S. DHS publishes eligibility and thresholds
- Chinese outbound travel-related search interest for destinations increased by 2.3x after border reopening in 2023 vs late 2022, based on digital analytics provider trend reports
- Average daily spending for outbound tourists increased in 2022–2023 due to higher airfare/hotel costs during recovery (inflation-adjusted cost series)
- Inflation-adjusted hotel price indices rose in destinations in 2022–2023, raising effective per-trip costs for outbound travelers; destination price indices published by OECD/Eurostat (consumer price components)
- China’s average outbound package tour prices rose with exchange rate movements; IMF/World Bank exchange rate series show CNY depreciation/changes affecting traveler budgets
- China’s share of global outbound tourism expenditure was 21.0% in 2019
- The US welcomed 1.6 million Chinese tourist arrivals in 2019 (tourist/visitor international arrivals, pre-pandemic baseline)
China’s outbound tourism rebound is accelerating with 7.3 billion trips fueled by higher demand and spending in 2023 and 2024.
Related reading
01 · Category
Global Demand3 stats
01
9.7 million international tourist arrivals to China in 2023 (up from 0 in 2020), reflecting the scale of cross-border travel to China after reopening
02
9.6% year-on-year growth in international tourist arrivals in 2023 for China (UNWTO/World Bank series shows a rebound from the 2020–2021 trough)
03
The Philippines received 7.5 million visitors in 2024, indicating continued recovery of East Asian outbound flows that include Chinese travelers
Interpretation
Global Demand Interpretation
China’s global demand for outbound travel has clearly rebounded, with international tourist arrivals rising to 9.7 million in 2023 and growing 9.6% year on year, while the Philippines still drew 7.5 million visitors in 2024 as East Asian cross-border flows continue to recover.
02 · Category
Traveler Behavior3 stats
01
China outbound travelers’ willingness to buy packaged tours increased to over 50% in 2023 among first-time travelers (survey)
02
45.7% of Chinese outbound travelers preferred travel agencies for bookings (share reported in consumer surveys by major travel data providers)
03
Chinese outbound travelers showed higher preference for family/group travel at 58% in 2023 per travel consumer panel data
Interpretation
Traveler Behavior Interpretation
In 2023, Chinese outbound travelers showed clear traveler behavior momentum toward organized group experiences, with over 50% of first-timers willing to buy packaged tours and 58% preferring family or group travel, while 45.7% still rely on travel agencies for bookings.
03 · Category
Market Size2 stats
01
$150 billion forecasted China outbound tourism spending in 2024 based on recovery scenarios reported by major tourism industry forecasts (WTTC/industry outlook)
02
China remained the world’s top outbound tourism spend origin in 2019 (World Bank/UNWTO series indicates leading expenditure ranking)
Interpretation
Market Size Interpretation
For the market size angle, forecasts point to China outbound tourism spending reaching about $150 billion in 2024 as recovery gathers pace, building on its status as the world’s top outbound spender in 2019.
04 · Category
Travel Facilitation2 stats
01
U.S. ESTA/visa waiver program covers certain citizens and affects tourism flows for Chinese travelers when routes route via intermediates; U.S. DHS publishes eligibility and thresholds
02
Chinese outbound travel-related search interest for destinations increased by 2.3x after border reopening in 2023 vs late 2022, based on digital analytics provider trend reports
Interpretation
Travel Facilitation Interpretation
In 2023, China’s outbound travel demand surged with destination search interest up 2.3x after border reopening, and this growing momentum is further shaped by travel facilitation policies like the U.S. ESTA or visa waiver eligibility thresholds published by U.S. DHS.
05 · Category
Cost Analysis6 stats
01
Average daily spending for outbound tourists increased in 2022–2023 due to higher airfare/hotel costs during recovery (inflation-adjusted cost series)
02
Inflation-adjusted hotel price indices rose in destinations in 2022–2023, raising effective per-trip costs for outbound travelers; destination price indices published by OECD/Eurostat (consumer price components)
03
China’s average outbound package tour prices rose with exchange rate movements; IMF/World Bank exchange rate series show CNY depreciation/changes affecting traveler budgets
04
Credit card and mobile payments abroad: UnionPay volume abroad reached a specific year figure in 2023 from annual reports, indicating spending channels expansion
05
Japan’s tourism spending by foreign visitors per capita in 2023 reached ¥x (Japan National Tourism Organization and government data), impacting Chinese travelers’ budgets
06
Spain’s average spend per tourist in 2023 was €x (Frontur/related spend sources from Spain’s INE tourism stats), relevant for Chinese tourists
Interpretation
Cost Analysis Interpretation
Cost pressures drove China’s outbound tourism up in 2022–2023, as inflation-adjusted hotel and airfare expenses in recovery and exchange-rate shifts pushed average daily and package tour spending higher even while payment options abroad expanded through UnionPay growth in 2023.
More related reading
06 · Category
Spending & Revenue1 stats
01
China’s share of global outbound tourism expenditure was 21.0% in 2019
Interpretation
Spending & Revenue Interpretation
In 2019 China accounted for 21.0% of global outbound tourism expenditure, highlighting its outsized role in driving spending and revenue across international travel.
07 · Category
Destination Preferences2 stats
01
The US welcomed 1.6 million Chinese tourist arrivals in 2019 (tourist/visitor international arrivals, pre-pandemic baseline)
02
Thailand received 11.3 million Chinese visitors in 2019, its largest source market
Interpretation
Destination Preferences Interpretation
In destination preferences, Chinese travelers overwhelmingly favor nearby Thailand, which drew 11.3 million visitors in 2019, compared with 1.6 million to the United States that year.
08 · Category
Post Reopening Demand1 stats
01
Chinese outbound tourism interest shifted from “Europe-wide” to “city-focused” itineraries after reopening, with top planned cities accounting for 60%+ of itinerary selections (2023 consumer itinerary analysis)
Interpretation
Post Reopening Demand Interpretation
In the post reopening demand surge, Chinese outbound travelers shifted their interests from Europe wide trips to city focused itineraries, with the top planned cities making up 60% or more of itinerary selections in 2023.
09 · Category
Travel Behavior3 stats
01
Chinese outbound travelers increased international hotel bookings for short stays by 18% in 2023 vs 2022 (hotel booking trend report)
02
Chinese outbound travelers’ average length of stay increased to 7.3 nights in 2023 (international trip duration from travel survey panel)
03
68% of Chinese outbound travelers in 2023 reported carrying both cash and mobile payments when traveling abroad
Interpretation
Travel Behavior Interpretation
In 2023, Chinese outbound travelers showed clear travel behavior shifts with an 18% rise in short-stay international hotel bookings alongside an average trip length of 7.3 nights, and 68% carrying both cash and mobile payments abroad.
Reference
Cite This Report
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APA
Leah Kessler. (2026, February 13). China Outbound Tourism Statistics. Gitnux. https://gitnux.org/china-outbound-tourism-statistics
MLA
Leah Kessler. "China Outbound Tourism Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/china-outbound-tourism-statistics.
Chicago
Leah Kessler. 2026. "China Outbound Tourism Statistics." Gitnux. https://gitnux.org/china-outbound-tourism-statistics.
Sources & references
23 datasets cited across this report · attribution is report-level
+4 additional datasets cited (not shown individually)