News
Tourism Economics Insights Featured in ITB China Travel Trends Report 2026/27
The latest ITB China Travel Trends Report explores the forces shaping China’s inbound and outbound travel markets, including changing traveler expectations, emerging travel segments, and the growing role of AI.
September 30, 2026
Updated September 30, 2026ITB China has released its Travel Trends Report 2026/27, examining key developments across China’s outbound and inbound travel markets, themed travel, MICE, and AI and travel technology. Highlights include a market increasingly shaped by demand for quality, authentic experiences, and personalized services, alongside the growing influence of AI throughout the traveler journey.
The report brings together research from 1,700 ITB China Buyer Circle representatives with market data and industry insights from Tourism Economics, Fliggy and Ant International, as well as perspectives from across the travel and technology sectors.
Among the Tourism Economics insights featured is data from our 2025 Travel Trends Survey, which found that the share of global travelers using AI chatbots or virtual assistants to plan international trips had nearly doubled year over year, reaching almost one in five travelers.
The full report explores these shifts alongside changing traveler preferences, evolving opportunities across luxury, cruise, cultural and study, and outdoor and sports travel, and developments within China’s MICE market.
Read the full ITB China Travel Trends Report 2026/27.
