As global mobility steadily resumes, China’s outbound travel and international education activities are experiencing a remarkable resurgence. And a new question emerges: how will this evolving flow of people, knowledge and culture reshape global engagement in the years ahead?
Education: UK-China University Partnerships Reaching New Heights
From 7 to 11 April ’25, a delegation of university presidents from 13 UK institutions visited China, covering Shanghai, Beijing, and Tianjin. Organised by the British Council, Universities UK International (UUKi), and UK Research and Innovation (UKRI), the delegation engaged in a series of meetings with Chinese universities, research institutes, and governmental bodies to strengthen cooperation in education and research.
The UK remains a leading destination for Chinese students. According to the British Council’s latest data, 41% of Chinese mainland students intending to study abroad in 2023–2024 chose the UK. Currently, over 150,000 Chinese students are pursuing higher education in the UK. In response to the evolving digital communication habits of Chinese students and parents, UK universities are also adjusting their outreach strategies. More than 50 UK universities have launched official accounts on RedNote and WeChat, engaging with prospective Chinese students through localised, social media-driven storytelling about campus life, academic opportunities, and career pathways.
Beyond mobility, institutional collaboration continues to expand. There are currently over 260 joint education programmes and institutions between China and the UK at the undergraduate level and above. In terms of research, joint publications between the two countries are three times more impactful than the global average, underlining the depth and strength of the academic partnership.
Tourism: Outbound Travel Rebounds Sharply as Destinations Adapt
Mirroring the revival of educational exchange, China’s outbound tourism sector is undergoing a strong rebound.
According to the China Tourism Academy’s 2024 annual report, Chinese outbound travellers visited over 210 countries and regions last year. In 2025, the number of outbound trips is projected to exceed 155 million for the first time, surpassing pre-pandemic levels.
The 18th China Outbound Travel and Tourism Market (COTTM 2025), held in Beijing from 24 to 26 April, attracted exhibitors from more than 50 countries and regions, including Russia, Egypt, Greece, Spain, Peru, and Tunisia. National tourism boards are rapidly adjusting their strategies, offering more Chinese-language signage, enhancing cultural resonance, simplifying consumer experiences, and customising services to better align with Chinese traveller expectations.
Destinations such as Tunisia, Spain, and Peru are implementing targeted campaigns for the Chinese market, including differentiated branding, collaborations with key opinion leaders (KOLs), and data-driven marketing initiatives to strengthen their competitive positions.
Platform data from Trip.com, Tongcheng Travel, and Fliggy further reflect this trend. During the 2025 May Day holiday, Japan, South Korea, Singapore, Malaysia, Vietnam, and Thailand remain the most popular short-haul destinations for Chinese travellers, while bookings to emerging markets like Iceland, Morocco, and Hungary have doubled year-on-year.
Meanwhile, Airbnb China’s latest report on outbound travel for the May Day holiday highlights a significant surge in traveller interest, with searches for outbound stays more than doubling compared to the previous year. Japan remains the most popular destination, driven by cultural festivals and relaxed visa policies, with cities such as Tokyo, Osaka, and Kyoto topping search rankings. Europe has also seen notable growth, particularly for outdoor and nature-based activities such as hiking, self-driving tours, and island holidays. Italy, Spain, France, and Portugal experienced sharp increases in search volumes. The report reflects broader shifts in Chinese travel behaviour, with a growing preference for slower, off-peak journeys, immersive cultural experiences, and active, nature-oriented holidays. As flexibility in travel scheduling becomes more common, these patterns are expected to inject further vitality into the outbound market.
Silver Generation and Generation Z Drive the Next Phase of China’s Outbound Travel, Powered by AI Innovation
China’s outbound travel market is undergoing a significant shift, driven by the rise of two key groups: the silver generation and Generation Z. Travellers aged 55 and above are becoming an increasingly important force, encouraged by new national policies promoting the development of the “silver economy.” With greater disposable income and a focus on health, comfort, and deeper cultural engagement, this demographic is moving away from traditional sightseeing tours towards high-end, customised travel. Industry data shows that per capita spending among senior travellers has reached around RMB 25,000, exceeding the overall average.
At the same time, Generation Z, who now represent nearly 80% of active online travel users, are reshaping the tourism landscape with their demand for personalisation, emotional resonance, and immersive experiences. Their travel decisions are heavily influenced by social media platforms such as Bilibili (A Chinese online video-sharing platform, and has become widely known as the “YouTube of China”) and RedNote, where authenticity, niche experiences, and sustainability are key themes.
Artificial intelligence is accelerating this transformation. AI-powered itinerary planning, real-time personalised recommendations, and predictive services are becoming standard tools in the travel industry. While technology is enhancing operational efficiency, industry leaders emphasise that human-centric service will remain crucial, particularly as travellers increasingly seek emotional value, meaningful interactions, and highly tailored experiences.
Together, these trends reflect a deeper structural evolution in China’s outbound travel market. Driven by demographic change, technological innovation, and policy support, Chinese travellers are not only returning to international destinations in greater numbers but are also redefining the way they explore and engage with the world.
Conclusion: Strengthening Connections in a New Era of Global Engagement
The simultaneous resurgence of China’s outbound tourism and education mobility highlights a broader structural shift in global engagement. Chinese travellers and students are not only key contributors to economic growth but also active participants in shaping international understanding, innovation, and cultural exchange. For countries, institutions, and industries seeking to thrive in this new landscape, adapting to the evolving needs and aspirations of the new generation of Chinese global citizens will be essential.
Check out more of our expert opinions on the dynamic landscape of Asian tourism in our Market Insight section. If you’d like to learn more about how to raise your profile and attract more Chinese visitors then reach out to us at Guanxi. Whether you’re looking to expand your reach in China or need expert advice on navigating the Chinese market, our team is here to help you. For more information, email us at [email protected] or visit our ‘Contact‘ page.