Chinese Market: Opportunities for Global Destination Management Companies (DMCs) in 2025

Intro: Global DMCs

The resurgence of China’s outbound tourism in 2025 presents significant opportunities for global Destination Management Companies (DMCs). During the 2025 Spring Festival, outbound travel from China to other Asian destinations grew by 48% year-on-year, narrowing the gap with 2019 levels to just 8%. This rebound underscores the potential for DMCs to cater to the evolving preferences of Chinese travelers. In this case, what’ are the opportunities for global Destination Management Companies (DMCs) in 2025? Keep reading to find more details.

Part 1: Emerging Preferences Among Chinese Tourists

• Health and Wellness Tourism

Chinese travelers are increasingly seeking health-conscious experiences, integrating wellness tourism elements such as spa treatments, yoga retreats, and nature-based activities into their travel plans. This trend reflects a growing demand for destinations that offer relaxation and health benefits. Notable international destinations catering to this demand such as Thailand, Japan, Sri Lanka, etc.

• Experiential and Authentic Travel

Significant increases in 2024-2025 of Chinese visitors to offbeat European destinations like Croatia, Hungary, Albania, and other Balkan countries.

The reason is a growing desire among Chinese tourists for immersive experiences that offer cultural enrichment and adventure. This shift towards experiential travel emphasizes authentic interactions, allowing travelers to deeply engage with local cultures and traditions.

• Digital-First Travel Planning

Chinese travelers are increasingly relying on digital platforms to inspire and organize their trips. Xiaohongshu, initially recognized for beauty and fashion content, has evolved into a comprehensive lifestyle platform where users share travel experiences, itineraries, and recommendations. This user-generated content offers authentic insights, heavily influencing destination choices among young travelers. Similarly, Douyin provides short-form videos that showcase destinations, activities, and local cultures, serving as both entertainment and travel inspiration.

Part 2: Opportunities for Global DMCs

• Tailoring Wellness and Sustainable Packages

DMCs can capitalize on the wellness trend by developing offerings that emphasize health benefits and environmental stewardship. Highlighting relaxation, health benefits, and eco-friendly practices can attract health-conscious and environmentally aware travelers.

• Leveraging Digital Platforms

Digital platforms have revolutionized how Chinese tourists plan and experience travel. Engaging potential travelers through influencer collaborations and interactive content on popular Chinese social media platforms is crucial for overseas DMC marketing in 2025. This approach not only enhances destination visibility but also fosters authentic connections with travelers.

• Catering to Independent Travelers

There is a growing preference for independent travel experiences among Chinese tourists. The market development of solo travelers (+8%) and couples (+6%) among the intra-regional travel market compared to 2019 indicates a shift toward more personalized travel experiences. DMCs can cater to this trend by providing customizable itineraries and support services that appeal to solo travelers and couples seeking unique experiences.

Conclusion

In conclusion, the resurgence of China’s outbound tourism in 2025 offers significant opportunities for global DMCs. By aligning with current trends and traveler preferences, such as health and wellness tourism, sustainable travel, and digital engagement, DMCs can play a proactive role in capitalizing on this market resurgence. Staying attuned to challenges and implementing strategic adaptations will be key to thriving in this dynamic landscape.

World Wander Partners specializes in assisting global tourism service providers in attracting Chinese outbound tourists through tailored marketing strategies. Founded in 2013, the company has established a strong presence in the Chinese tourism market, offering a range of services including marketing, representation, website development, and translation. Contact us now and get a tailor-made solution Free!