A recent outbound survey by China Outbound and Inbound Travel Market (COITM) on the 2026 outlook among Chinese travel agents shows a high percentage, at 66.7 per cent, naming high-quality and niche in-depth tours as the type of products their customers are most interested in over the next three years.
Qing Qinghui, COITM founder and project director, said 62.5 per cent also identified wellness retreats and sustainable tourism, while 56 per cent cited the integration of technology and digital services.
Speaking at a webinar organised by Dragon Trail International on January 28, Qing said the majority of respondents, at 46.43 per cent, see a “steady recovery” in 2026, with increases of up to 10 per cent and demand “approaching or slightly surpassing 2019 levels”.
Another 33.33 per cent forecast steady growth of between 10 and 20 per cent.
A high proportion, 75.6 per cent, of Gen Z travellers seeking personalised and in-depth experiences was identified as the “main driving force for the development of the outbound market this year”, Qing commented. This was followed by “affluent and time-rich” seniors, at 67.26 per cent, and “new middle class” families emphasising quality and experience, at 48.81 per cent.
COITM’s research was conducted in the last two weeks of December 2025, with a sample size of 3,000 respondents and 310 valid questionnaires collected.
Qing shared that 55.36 per cent of respondents were large comprehensive tour operators and outbound and inbound travel agencies, while the majority, at 48.21 per cent, were middle management, department or product managers.
According to Qing, respondents ranked Asia-Pacific destinations – such as South Korea, South-east Asia, Australia and New Zealand – as the most popular for 2026, followed by South Asia and, “interestingly”, South America.
She noted that Europe and North America were no longer among the top destinations compared with a few years ago.
