What’s really driving Chinese outbound travel in 2026?

In Episode 36 of China Tourism Tuesday, we dive deep into the latest May Day outbound travel trends, unpacking the data, personal experiences, industry war stories, and key insights shaping the market right now.

From the growing influence of the economy on traveler behavior, to the rise of experiential tourism and immersive destination content, the conversation explores what Chinese travelers are really looking for heading into the summer season.

One major takeaway? Aspirational, emotionally engaging travel content is becoming more important than ever in influencing destination choice.

A fascinating discussion for anyone working in tourism, hospitality, destination marketing, or the China outbound travel space.

China Tourism Tuesday Episode 36

In today’s episode of China Tourism Tuesday, we are thrilled to sit down with two industry experts - Alfred Li and Antonio Teijeiro - to dive deep into the most pressing trends shaping China’s tourism landscape, especially as the highly anticipated May 1st holiday approaches. Together, we explore the booming outbound tourism market, breaking down how post-pandemic travel habits have shifted and what travelers are seeking in their international getaways this holiday season. We also unpack the growing role of AI in tourism: from its emergence as executive tour guide agents that streamline trip planning to its impact on marketing strategies, as brands leverage new AI developments to connect with consumers. Additionally, we discuss how GEO development is revolutionizing destination and experience recommendations, tailoring suggestions to travelers’ locations and preferences, and examine the fierce competition among influencers and brands during peak consumer spending periods like the May 1st holiday, where many struggle to stand out in a crowded market.

China Tourism Tuesday Episode 35

China Tourism Tuesday - Episode 35

In  our latest episode 34 of the China Tourism Tuesday podcast series we have the well respected China outbound tourism industry veteran,  @AlfredLi, as a special guest. Having served in various roles for 13  years with New Zealand Tourism and ultimately serving as their China  manager, Alfred has a depth of insight into the China tourism market  that is hard to match. Besides discussing the China outbound tourism  market in general we also have a deep dive discussion into AI assisted  search in China, which platforms of relevance to the tourism industry it  is already a reality but most importantly how AI assisted search and  Generative Engine Optimisation (GEO) will impact on tourism related  search on China’s leading OTA and social media platforms. If you have  any comments please do let us know and remember to subscribe!ode 34 of the China Tourism Tuesday podcast series we  have the well respected China outbound tourism industry veteran, @AlfredLi, as a special guest. Having served in various roles for 13 years with New Zealand Tourism and ultimately serving as their China manager, Alfred has a depth of insight into the China tourism market that is hard to match. Besides discussing the China outbound tourism market in general we also have a deep dive discussion into AI assisted search in China, which platforms of relevance to the tourism industry it is already a reality but most importantly how AI assisted search and Generative Engine Optimisation (GEO)will impact on tourism related search on China’s leading OTA and social media platforms. If you have any comments please do let us know and remember to subscribe! 

China Tourism Tuesday 34

In Episode 33 of China Tourism Tuesday,  we sit down with Jane Carter and Qing Hui from China Outbound and  Inbound Travel Market (COITM), to unpack what’s happening on the ground  right now.

With COITM kicking off soon in Beijing, we discuss what  this signals for the industry, how sentiment has shifted among Chinese  travel professionals, and what destinations, hotels, and tourism boards  should realistically expect from the China market in 2025 and beyond.

You can reach out to Qing Hui at qqing@converge-expo.com, and Jane at jcarter@converge-expo.com. 

For more information on COITM, visit www.coitm.cn.

China Tourism Tuesday Episode 33

In Episode 33 of China Tourism Tuesday, we sit down with Jane Carter and Qing Hui from China Outbound and Inbound Travel Market (COITM), to unpack what’s happening on the ground right now.

With COITM kicking off soon in Beijing, we discuss what this signals for the industry, how sentiment has shifted among Chinese travel professionals, and what destinations, hotels, and tourism boards should realistically expect from the China market in 2025 and beyond.

In today’s episode of China Tourism Tuesday, we sit down with Charel van Dam, Marketing Director of the Netherlands Board of Tourism and Conventions (NBTC).

We explore the past, present, and future of promoting European destinations, through the lens of the Netherlands’ tourism strategy. From what has worked before and which benchmarks have already been met, to today’s best practices and the “low-hanging fruit” still available to European tourism marketers.

The conversation places Europe squarely between China and the United States, unpacking how European destinations can position themselves in 2026’s uncertain geopolitical and economic environment; and what smart, pragmatic marketing looks like right now.

China Tourism Tuesday Episode 32

In today’s episode, we review the 2025 travel trends with our China travel trade and digital teams, sharing insider insights from the front lines of RedNote’s global expansion and predicting the next up-and-coming destinations for Chinese outbound tourism, including rising interest in Russia and the Middle East.

China Tourism Tuesday Episode 31

Episode 30 of China Tourism Tuesday sits down with Samuel Yu, Senior Marketing Executive for Seychelles Tourism in China, for a wide-ranging conversation on how destinations are navigating a fast-changing China outbound market as we move into 2025 and 2026.

From Seychelles’ positioning philosophy in China to key growth segments like MICE, social media strategy, and how tourism boards read economic and geopolitical signals in real time, this episode offers practical insight into how smart destinations stay relevant - and resilient - in a shifting landscape.

China Tourism Tuesday Episode 30

On this week’s episode, we’re diving into the big shifts shaping winter and Christmas travel for Chinese tourists. Russia has suddenly emerged as one of the hottest outbound destinations, even overtaking longtime favourites like Singapore and the UK, thanks to its brand-new visa-free policy for Chinese travellers.

Meanwhile, diplomatic tensions with Japan have caused a sharp drop in China-to-Japan travel, pushing a new wave of tourists back toward Southeast Asia, especially Thailand, although Thailand’s recent airport tax increase is raising a few eyebrows. The Philippines, Malaysia, and Cambodia are also seeing renewed momentum, even as Thailand and Cambodia find themselves once again navigating border tensions.

China Tourism Tuesday Episode 29

China Tourism Tuesday is a weekly podcast show featuring highlights of China's outbound tourism industry with hosts Charl Albertyn in Shanghai and Michael Jones in Amsterdam at 2pm China time. Reducing the noise...we delve into China's latest outbound tourism numbers and trends, the role of tour operators, highlights from and what is trending on China's leading social media platforms influencing the market while providing considered commentary on what really matters in this vast challenging but lucrative market. 

China Tourism Tuesday 

Co-founder of China Create Consulting. The China outbound tourism marketing and promotion agency for international brands. 

Michael Jones

Shows