A bi-annual survey of Chinese travel trade professionals currently selling outbound trips — covering market sentiment, B2B engagement, destination trends, and technology adoption.
Dragon Trail's Chinese Outbound Travel Trade Survey is a recurring primary research publication that captures the views of travel agents and travel trade professionals currently selling outbound travel for mainland Chinese agencies. Published bi-annually since 2023, it tracks market sentiment, sales performance, B2B engagement preferences, and technology adoption across consistent survey waves.
Unlike consumer-facing surveys, this series provides direct supply-side evidence from the people who sell and package Chinese outbound travel. It is designed for overseas tourism boards, hotels, airlines, attractions, and destination marketing organizations seeking to understand how to work effectively with the Chinese travel trade.
Each edition includes a themed deep-dive section — covering topics such as a specific world region, emerging travel niche, or technology trend — making it a practical reference for any brand or destination seeking to engage Chinese travel professionals.
JULY 2025
Based on a survey of 280 Chinese travel trade professionals conducted in June 2025, this edition reveals a broadly positive market outlook — with 61% of travel agents saying outbound business improved in H1 2025 compared to 2024. Key findings cover market status, B2B engagement, a deep-dive on Europe, and rapid AI adoption across Chinese travel agencies.
6 KEY INSIGHTS
Survey conducted 17–23 June 2025. Respondents were strictly vetted; invalid responses removed via data cleaning.