At a glance

Young Chinese travelers are high independent, attracted to unusual experiences and consider social media to be crucial to their experience.

Why it matters

Outbound travel from China is booming, and a huge opportunity for the travel category. More than one third of the Chinese travellers that travelled overseas are young Chinese under 30 years old.


  • Social media (40%), Friends and family (33%) and KOLs (22%) were influential in how young Chinese travellers gather travel inspiration.
  • WeChat, Weibo and Little Red Book, the survey found, are the top three social platforms where they share their travel experiences after the trip.
  • 36% of Chinese overseas travellers aged 18-29 expected to make all their travel arrangements and go without a tour guide for their next trip, compared to 22.3% of all Chinese overseas travellers surveyed.