As China’s outbound travel market continues to recover, understanding the evolving behaviors of China’s affluent travelers has become a critical priority for international travel companies looking to expand their presence in the China market.
Based on the latest research and industry insights, this report outlines the travel consumption characteristics of China’s affluent travelers—defined as individuals with annual disposable income exceeding RMB 500,000—in 2025, and offers forward-looking projections for travel consumption trends in 2026. The aim is to help industry players position themselves more precisely in China’s rapidly evolving travel market.
2026 Outlook: Strong Travel Intent and Rising Spend
China’s affluent travelers not only show strong willingness to travel, but the proportion planning to take more than two outbound trips in 2026 far exceeds the national average.
Their expected travel spending is also set to rise significantly:
● 7.53% plan to increase travel spending by more than 80%
● 10.96% plan to increase travel spending by 50%–80%
Destination Preferences: Efficiency Meets Distinctive Experiences
The top consideration for China’s affluent travelers is “geographic distance and accessibility” (58.90%). This focus is not driven by cost sensitivity. Instead, it reflects a willingness to pay a premium for efficient access to distant yet distinctive destinations—optimizing time while ensuring seamless, top-tier travel experiences.
Travel Style: High-End Customized Travel as Preferred Choice
As many as 34% of affluent Chinese travelers prefer high-end customized travel. When facing complex long-haul itineraries or seeking a truly exceptional holiday, they are willing to pay a substantial premium in exchange for complete peace of mind, absolute privacy, and highly personalized services tailored precisely to their individual interests.
Holiday Travel: Chinese New Year as a Peak Window for International Experiences
During the Chinese New Year holiday, the combined intention for short-haul outbound travel (42%) and long-haul outbound travel (38%) among affluent travelers significantly exceeds that for domestic inter-provincial travel (22%). This signals that the Chinese New Year is rapidly evolving from a traditionally domestic, family-oriented holiday into a key time window for affluent households to pursue international and diversified travel experiences.
Looking for More Insights into China’s Travel Market?
In 2026, TravelDaily will host a series of industry events, including the TravelDaily Digital Intelligence Conference and the TravelDaily Conference. These events will bring together highly influential travel companies from China and around the world, as well as industry experts with extensive hands-on experience across multiple travel segments, to share the latest developments in China’s leisure and business travel markets.
We look forward to welcoming you as we unlock new opportunities in China’s travel market together.
For further information, please contact: xenia@traveldaily.cn
