China's outbound tourism sector is poised for steady growth this summer, as reported by Airbnb, the United States-based lodging and short-term vacation rental provider. Chinese travelers are increasingly favoring destinations in Asia and Europe, with their choices significantly driven by personal interests rather than traditional itineraries.

Supporting this trend, Airbnb data reveals a substantial increase in activity. The number of Chinese users searching for outbound stays with check-in dates between May 30 and June 3 registered a more than twofold increase year-on-year. During the Dragon Boat Festival break, the most sought-after overseas destinations included Japan, South Korea, France, Italy, the United States, the United Kingdom, Spain, Thailand, Malaysia, and Switzerland, according to Airbnb.

Japan and South Korea, in particular, remain top choices, with search volumes for these countries surging over threefold year-on-year. Notably, Gen Z travelers — those born between the mid-1990s and early 2000s — are leading this charge, with their searches for outbound stays jumping nearly threefold compared to the same period last year.

A key motivator for these trips, according to a joint study by Airbnb and consulting firm Kantar, is the desire to experience local cuisine, which has become the number one reason for Chinese travelers going abroad. This culinary interest is reflected in search trends; for instance, the Italian city of Bologna, renowned as the birthplace of authentic Bolognese sauce, saw a nearly 20-fold year-on-year surge in search volume this summer.

Beyond food, young Chinese travelers also show a strong aspiration to immerse themselves in local culture and art. The return of Japan's Setouchi Triennale, a contemporary art festival held every three years, has rekindled interest in this island-hopping art destination. Consequently, Takamatsu, its gateway city, saw searches climb more than three times, while Fukuoka experienced a search increase of over four times year-on-year.

Qi Yue, who is in charge of business growth operations at Airbnb China, highlighted that niche destinations such as Egypt and Vietnam are increasingly gaining traction. These travelers are often driven by specific interests and prefer to seek more in-depth, unique experiences. Qi Yue also noted that young people are utilizing short-haul travel to attend events like concerts or to connect with nature and experience diverse landscapes. A striking example is Incheon, South Korea, which experienced an explosive 40-fold year-on-year increase in search volumes, largely driven by its summer music festival.

Kong Zhiqiu, head of Airbnb China, shared insights into evolving accommodation preferences. Based on studies, over 80 percent of respondents from China said they are more likely to choose an accommodation option that offers add-on services, with a rising demand for amenities related to food, photography, and fitness. Furthermore, a recent global survey revealed that more than 95 percent of respondents from China often book an experience when they travel, and over 60 percent of these Chinese respondents cited the authenticity of the experience as one of the most important factors when booking.

The robust growth in outbound tourism is also fueling increasing demand for short-term home rentals and homestay services, as observed by Lai Zhen, an analyst at market research company iResearch. These services are becoming more wide-ranging to cater to the diverse needs of tourists. Lai Zhen explained that travelers typically use such services for various purposes, including get-togethers, reunions, team-building activities, and enhancing parent-child bonding. There is also a noticeable rise in demand for leisure tourism, with more individuals inclined to connect with nature and escape the hustle and bustle of urban life.

Experts have pointed out that long-distance tours are becoming increasingly preferred by Chinese travelers. This preference is supported by several factors, including more relaxed visa policies implemented by various countries and an increase in the number of available international flights, making distant destinations more accessible.

The resurgence and growth of China's outbound tourism sector are expected to provide a substantial bolster to the global tourism industry and aid the economic recovery of countries that rely heavily on tourism revenue. Dai Bin, president of the China Tourism Academy, remarked that an increasing number of Chinese tourists are demonstrating a preference to invest in a better lifestyle during their travels. This includes opting for good hotels, fine dining experiences, and high-quality cultural performances, which collectively will inject warmth and vitality into international destinations.