Summary of Key Points
In the first half of 2026, the Chinese outbound travel market demonstrated remarkable resilience, continuing its recovery trend: the number of outbound travelers increased by 10.5% year-on-year, and there was a strong demand for visas. The destinations became more diverse, with the Schengen Area in Europe, North America, and South Korea becoming popular choices. The cities from which travelers set off expanded from the traditional major cities (Beijing, Shanghai, Guangzhou) to second- and third-tier cities. Travelers favored personalized experiences, and the elderly (the "silver generation") became an important driving force for growth. Reservations for popular visas were in high demand, so it's essential to plan in advance.
I. Overall Market: Resilience on the Rise
Despite the complex global travel landscape, Chinese enthusiasm for outbound travel remained unchanged. Data from the National Immigration Administration shows that the number of mainland residents traveling abroad reached 88.023 million, a 10.5% increase from the previous year. VFS Global, a major visa processing agency, also reported that the volume of visa applications in the first half of the year was roughly the same as last year. This indicates that despite external uncertainties, the desire to travel abroad remains stable, and the market's ability to withstand risks is strong, with the recovery trend continuing.
II. Destinations: Each with Its Own Appeal
1. Europe is Extremely Popular: The number of visa applications to the Schengen Area (which allows access to more than 20 European countries) increased significantly. Established popular destinations like Germany and Italy saw rapid growth, while lesser-known countries such as Belgium, Bulgaria, and Norway also became popular. For example, the World Cup performance of Erling Haaland boosted interest in Norway, with a surge in inquiries about its fjords and snow-capped landscapes—football has become a new "key" to exploring Norway.
2. North America: Boosted by the World Cup and Study Tours: The World Cup in North America, along with the resumption of group tours to Canada in November, led to increased interest in traveling to the U.S. and Canada. There was also a release of previously pent-up demand for study tours (such as visiting North American universities), as well as steady demand for business travel.
3. South Korea: A Short-Term Boom: From January to July, 3.99 million Chinese tourists visited South Korea, making China its largest source of visitors. South Korea expects to welcome over 7 million tourists this year, with China remaining its top market.
III. Cities of Origin: Beyond the Big Three, More Cities Are Emerging
In the past, outbound travel was mainly concentrated in Beijing, Shanghai, and Guangzhou. However, this is changing. Cities like Hangzhou and Chengdu have seen a noticeable increase in visa applications due to the expansion of direct flight routes. Shenzhen, Wuhan, Xi'an, and Kunming have also seen strong growth. Although Kunming doesn't have direct flights to Europe, its local residents' purchasing power has increased, attracting people from surrounding areas to apply for visas. This shows that the demand for outbound travel is spreading to more cities, and more people from various regions have the means to travel abroad.
IV. Traveler Demographics: The Silver Generation Takes the Lead, and Personalized Experiences Are in Demand
1. The Silver Generation Accounts for Over One-Third: The elderly are a key driver of long-distance travel to Europe, with a preference for cultural sites, natural attractions, and cruises.
2. No More Rush to See Everything: More travelers are opting for high-quality small groups, in-depth study tours (e.g., art classes in Europe), or interest-based trips (e.g., following the World Cup to watch matches), rather than traditional large-scale tours. These immersive and personalized experiences are more popular.
V. Visa Precautions: Popular Destinations Are in High Demand, Plan Ahead to Avoid Delays
Although the summer vacation is coming to an end, holidays like National Day, Christmas, and New Year's Eve are approaching, visa reservations for popular Schengen countries are still in high demand, with some periods being extremely competitive. It's recommended to plan your travel itinerary early, monitor visa reservation status in advance, and avoid last-minute rushes. Also, be aware of international public holidays (e.g., Easter and Christmas in Europe) to prevent delays in visa processing. It's always better to prepare in advance.
Overall, the 2026 outbound travel market has maintained its previous momentum while incorporating many new changes: more cities are participating, a wider range of destinations are being chosen, and there is a growing emphasis on personalized experiences. If you're planning to travel abroad, don't forget to plan your visa in advance!