In Brief

With 160 million passports in Mainland China alone, the Greater China outbound travel market has an enormous potential.

Beyond the sheer size, its evolution is also visible in quality: A rising middle class, increasingly individual lifestyles plus growing travel experience - constantly create new interests and needs.

From leisure to business, from economy to luxury, the demand is manifold if you know where to look and who to talk to.

To be successful in this market, you need know-how, networks, strategy and consistency - and ideally hands on the ground to support you.


Insights

What matters to Chinese B2B buyers when sourcing hotel rooms for their groups abroad?

Based on our experience with more than 2000 hotel group bookings within 10 years, this article identifies and explains the Top 10 FAQ posed to us by Chinese travel agents.

What are Chinese luxury travelers looking for?

Competitive advantage does not come from adding more luxury amenities anymore, but from designing journeys that are genuinely relevant to the individual traveler. This article explores what Chinese luxury travelers are looking for today.

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LAST UPDATE: October 15, 2026

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