In-depth research reports on China's outbound travel market — free to download.
Our most comprehensive study to date, surveying 10,000+ potential travelers from Tier 1 and Tier 2 cities regarding their 2024 travel horizons, destination preferences, spending intentions, and post-pandemic recovery patterns.
A comprehensive guide to the platforms, channels, and consumer behaviors that define how Chinese travelers discover, research, book, and share travel experiences — from WeChat and Douyin to Xiaohongshu and Ctrip.
A joint research report with Dong Connection profiling the attitudes, behaviors, and aspirations of China's high-net-worth outbound traveler segment — one of the fastest-growing and highest-value audiences for the global luxury travel industry.
The next edition of our flagship whitepaper is in production. Drawing on fresh survey data from over 10,000 Chinese travelers, it will capture how motivations, destinations and booking behavior are evolving as outbound travel reaches full recovery.