With summer holidays in full action, there are some new trends observed in Chinese tourists in 2025, and they all indicate towards experience, learning, and adventure. Chinese online travel agency Tuniu released some findings into where and how Chinese tourists are traveling domestically as well as abroad. Even though group tours remain most popular, there also seems to be increasing momentum in solo traveling, as Chinese tourists demand learning and immersive experiences like never before.

A Growing Interest in Africa and Adventure

One of the most notable trends for 2025 is the increasing number of Chinese travelers heading to Africa. Destinations like Kenya, South Africa, and Morocco are seeing a surge in interest, driven in part by viral content on social media platforms like Weibo and Douyin, the Chinese version of TikTok. With improved flight connections and the allure of unique wildlife experiences, such as safaris, Africa is becoming a top destination for adventurous Chinese tourists.

The popularity of safaris is particularly strong, with Kenya and South Africa standing out as top choices. “The experience of seeing the ‘Big Five’ animals in their natural habitat has fascinated Chinese travelers,” said a spokesperson from Tuniu. Social media influencers showcasing their own African travels have sparked a greater curiosity, making Africa more accessible and desirable for Chinese tourists seeking to explore new horizons. Morocco, known for its rich history and vibrant culture, has also caught the attention of Chinese travelers seeking both adventure and cultural immersion.

Domestic Tourism and the Rise of ‘Edutainment’

While international travel is gaining momentum, domestic tourism remains a staple for many Chinese travelers. Cities like Shanghai, Beijing, and Sanya are still among the most popular domestic destinations, with their attractions and modern amenities appealing to a broad range of tourists. However, Chinese travelers are increasingly seeking more than just sightseeing. There has been a noticeable uptick in the demand for “edutainment” — a combination of education and entertainment — as families and younger tourists look for engaging, educational experiences.

For example, Beijing’s recently opened Pop Land, which features interactive attractions and themed entertainment, is proving to be a popular destination for families and younger travelers. These attractions, such as Labubu, provide emotional and nostalgic connections, making them particularly appealing to those seeking more than just a traditional vacation. The focus is on experiences that ignite creativity, learning, and personal connection. With a rising number of tourists seeking more than passive sightseeing, this “edutainment” trend is expected to continue well into 2025 and beyond.

Independent Travel on the Rise

Although group travel still remains the dominant form of tourism in China, accounting for 34 percent of all trips, independent travel has been steadily gaining ground, now representing 30 percent of all trips. Younger travelers, in particular, are seeking the freedom and flexibility that independent travel provides. With improved access to booking platforms and greater travel resources, independent travel has become more accessible and appealing.

According to Tuniu’s findings, many Chinese travelers are opting for independent trips to both domestic and international locations that offer more personalized experiences. Whether exploring the mountains of Xinjiang or hiking in Inner Mongolia, independent travelers are seeking off-the-beaten-path destinations where they can explore at their own pace.

This shift in travel preferences aligns with broader global trends, where travelers are increasingly opting for unique and personalized experiences over packaged tours. The increasing demand for adventure travel, including RV trips, aerial tours, and hiking, reflects a growing interest in outdoor and nature-based activities, particularly among younger generations.

Japan, the Maldives, and Thailand: Continuing Popular International Destinations

While African adventures are on the rise, Asia remains the primary destination for Chinese travelers seeking international holidays. Japan, the Maldives, and Thailand continue to be among the top international choices. These destinations are favored for their proximity, ease of access, and cultural appeal.

Japan’s blend of modern innovation and traditional heritage makes it a favorite among Chinese tourists, while the Maldives offers luxurious beach resorts and clear blue waters that are perfect for relaxation and indulgence. Thailand, with its vibrant culture, excellent cuisine, and affordability, continues to draw tourists looking for a diverse, yet accessible, international experience.

The Future of Chinese Travel: Combining Experience with Education

Looking ahead, the key theme for Chinese travelers in 2025 is a desire for experiences that combine education with entertainment, as well as an increasing preference for more personalized, independent journeys. Families are seeking educational opportunities that allow them to learn while having fun, creating a new wave of travel that blends cultural immersion with hands-on activities.

In addition, adventurous travelers are likely to continue exploring beyond China, with more opting for experiences like safaris, nature expeditions, and cultural immersion in regions like Africa. The increasing availability of flights and social media influence will further drive this trend, making destinations like Kenya, South Africa, and Morocco even more popular among Chinese tourists.

Moreover, the surge in edutainment will see more destinations worldwide focusing on interactive learning experiences. In China, cities like Beijing and Shanghai are already establishing themselves as hubs for luxury and educational travel, catering to families who want to combine vacation time with personal growth and discovery.

Reflecting on Changing Travel Habits

As Chinese travelers continue to evolve, their preferences indicate a growing desire for travel that offers not just relaxation but also deeper personal connections, learning experiences, and the opportunity for self-discovery. Whether exploring the wild savannahs of Africa, hiking the rugged landscapes of China’s countryside, or enjoying family-friendly educational trips, 2025 promises to be a year where experience truly takes center stage in travel.

Finally, Chinese 2025 travel trends represent a larger shift in international tourism in which learning, adventure, and real experiences will come to mean so much more than traditional sightseeing. Closer or farther abroad, Chinese tourists will go on to redefine what we thought traveling in the next several years entailed.

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