Travel decisions for Chinese families are shaped by factors that are significantly different from western markets, particularly surrounding education. Understanding these dynamics is essential for tourism brands and destinations seeking to engage Chinese family travellers.

The pivot away from the USA is real. 2025 enrolments into American universities are falling dramatically and there is a forecast crash of around 75% in 2026.

Chinese students have long been integral to the UK’s higher education landscape, but their influence extends far beyond university campuses.

After graduating in Modern European Studies in 1984 and travelling extensively throughout Europe for a year, I embarked on a career in Teaching English as a Foreign Language (TEFL) which spanned 6 years and took me to Germany, Italy and France.