Chinese Outbound Travel Trade Survey: July 2026

The travel industry has faced headwinds around the world in the first half of 2026. War in the Middle East resulted in closed airspace and governmental travel advisories, while rising jet fuel prices impacted flights thousands of miles from the conflict zone. What’s more, around half of flights between China and Japan have also been canceled following a diplomatic incident in late 2025. But to what extent has all of this actually impacted Chinese outbound travel plans and demand?

To find out, Dragon Trail Research surveyed 310 Chinese travel trade professionals currently engaged in selling outbound travel products. Our sixth Chinese travel trade survey since 2023, the questionnaire covered China’s outbound travel market in 2026 and summer travel trends, as well as MICE (Meetings, Incentives, Conferences, and Exhibitions) travel and AI.

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The results highlight the resilience of the Chinese outbound market – travel agents report continued growth in demand so far this year and into the summer season. Even Japan remains a top destination, with other countries throughout East and Southeast Asia maintaining strong performance. A promising indication for the future, survey respondents identified young Chinese travelers aged 18-35 as the market segment with the most potential for growth.

This summer’s survey is Dragon Trail’s first time taking a deeper look at the MICE market in our research – the results reveal the value of destination safety and stability, alongside opportunities to develop experiences and wellness offerings for corporate travelers. Our breakdown of priorities by type of corporate/MICE travel should prove particularly helpful for destinations seeking to attract this market.

We also revisited some of the same questions about AI that we asked travel agents one year ago, revealing – unsurprisingly – an uptick in adoption and nearly universal use of this technology by China’s outbound travel trade. Over the last year, Dragon Trail has been rolling out new AI tools for B2B marketing, including AI-powered support for live events and AI-enhanced travel trade marketing hubs, helping our clients to connect more easily to the Chinese travel trade and empower travel agents to keep selling to this highly receptive market.

Please get in touch with Dragon Trail to discuss how we can help you to get AI-ready for the Chinese market.

These are the 5 key insights from the report:

1) Chinese travel agents say outbound travel demand has remained robust
International travel has faced strong headwinds in 2026, including mass flight cancellations, geopolitical conflict, and rising fuel costs. But Chinese travel agents maintain that the market remains robust, with 77% reporting increased demand for outbound trips in the first half of 2026 compared to one year earlier, and 70% saying demand for summer trips has increased since last year.

2) Regional destinations stand out, with strong performance for Thailand
Survey results underscore Thailand’s comeback as the leading outbound travel destination for mainland Chinese, with the country’s visa-free policy and good value for money helping it to stand out. But demand for trips to Japan remains high, survey respondents maintain, despite diplomatic tensions and reduced flight capacity. South Korea and Singapore also top destination lists for 2026.

3) Young Chinese travelers represent the fastest-growing market segment for outbound trips, while top-tier cities still dominate
Chinese travel agents identified young travelers aged 18–35 as the fastest-growing market segment for outbound trips, chosen by 47% of respondents. Meanwhile, 40% said that travelers from Tier 1 and Tier 2 cities were the fastest-growing group – compared to just 6% who saw the most growth potential from lower-tier Chinese cities.

4) MICE trends overlap with the outbound leisure market, including high demand for safe destinations and immersive experiences
Safety and security is a top factor for leisure travelers when choosing a destination, and our research shows that this priority also applies to Chinese corporate groups traveling outbound. Travel agents identified customized and immersive experiences and wellness as the biggest growth opportunities for MICE travel in the coming years.

5) Nearly all Chinese travel agencies are using AI, with accelerated use expected for the future
99% of survey respondents said their companies were using AI, up from 82% one year ago. 89% expect increased AI adoption in the coming year. AI technology is being used in a variety of scenarios, with product data management and language tools chief among them. There is strong potential for AI to drive greater personalization, but obstacles around customer data use limit results so far.

Dragon Trail’s B2B marketing services include digital solutions such as AI-enhanced trade marketing hubs, training courses and live webinars; trade representation; and a full range of event management, including offline, hybrid, and digital events and FAM trips. Click here to learn more, or contact us to discuss how we can connect you to the Chinese travel trade.

About this report

The Chinese Outbound Travel Trade Survey: July 2026 is published by Dragon Trail Research (a division of Dragon Trail International), based on our own survey of 310 travel agents currently selling outbound travel for mainland Chinese travel agencies. In addition to trade and consumer reports, Dragon Trail Research also offers a number of services to travel brands and businesses, including bespoke consumer and trade surveys, focus groups and more. Please click here or contact us for more information on how we can help you get the information you need on China’s travel market.

About Dragon Trail

Dragon Trail Research is a division of Dragon Trail International, an award-winning marketing solutions company with roots in China and extensive experience in the global travel and MICE sectors. Since 2009, our international team of digital solutions and marketing specialists has been helping leading brands around the world to become more globally connected and competitive. Our clients span the travel, MICE, education, and trade sectors, including national and regional destination marketing organizations, event organizers, international organizations, hotels, airlines, cruise lines, attractions, retailers and more.