China’s Outbound Travel Is Having a Comeback and First-Timers Are Driving it

China’s outbound tourism sector is expected to make a strong comeback this year and surpass pre-Covid levels for the first time, according to new projections from China Trading Desk to be released Tuesday.  

The group expects in excess of 155 million international trips from China, and says around around 72% of Chinese travelers are planning multiple international trips.

One notable trend: A rise in first-time outbound travelers. Nearly 38% of Chinese travelers will be traveling abroad for the first time. These travelers are younger — almost 64% are below 30 years, and 60% of them are female.

For brands, this is a golden opportunity to tap into an eager market that’s looking for guidance on everything, from figuring out duty-free shopping to navigating the ins and outs of overseas travel.

What platforms do these newbies turn to for travel inspiration? Platforms like X