Hosted by
ITB China and the U.S. Department of Commerce’s International Trade Administration (ITA)

US-China Tourism on the Rise: A Bright Outlook for Destinations and Travel Businesses in the US

With international travel returning to normal and in many cases fully recovering by the end of 2024, the US-China travel corridor is also seeing a revival with a strong return of Chinese travelers. Absent from this market for years in many cases, US destinations and travel companies are now looking to (re-)enter the important Chinese market and (re-)build their China business. 

Jointly hosted Webinar Underscores Future Opportunities

On November 13 and 14, ITB China and the U.S. Department of Commerce’s International Trade Administration (ITA) co-hosted a webinar to provide an update on the current state of the U.S.-China travel trade, the latest travel trends in China, and practical suggestions on how to engage the Chinese market and promote U.S. tourism in China. 

“Chinese travel and tourism to the United States is experiencing a robust revival, offering a distinct growth opportunity for the U.S. tourism industry. With shorter visa appointment wait times, increased flight availability, and a rising wave of interest from Chinese travelers, we now have an unparalleled opportunity to welcome more Chinese visitors to the United States. As these positive trends continue, U.S. destinations and service providers have an ideal moment to showcase their attractions and engage with this expanding Chinese interest in U.S. travel,” said Cody Dietrich, Commercial Officer at the U.S. Consulate General in Shanghai, during the webinar.

The event was attended by more than 70 participants from the US travel industry, including destination representatives, accommodation and transportation providers, tour operators, attraction and other travel service suppliers. 

The webinar is part of the Trade Event Partnership Program (TEPP) between ITB China and ITA, intended to support and increase travel trade between China and the United States of America. 

Growth of Long-Haul Travel from China

According to official data on travel during the Chinese National Day holiday, mainland Chinese residents made 7.6 million outbound and inbound trips, a year-on-year growth of 33.2%. Reports from Trip.com show that the United States was among the top 10 popular destinations for travel during the National Day holiday.

“With generational shifts, increasing travel maturity and changing preferences, the industry is witnessing a growing trend among Chinese travelers for more immersive experiences, opting for fewer and lesser-known destinations and longer stays. This trend offers opportunities for deeper cultural exchanges between visitors and local communities, and more quality time spent on diverse travel experiences,,” said Lydia Li, Director of ITB China, during the event, presenting the latest available data and findings from behavioral observations.

Travel itineraries have lengthened post-pandemic, with 8-10-day trips now averaging 12-13 days. A notable increase in demand for longer trips, especially those longer than 20 days, such as Western Europe, South America and North America.

Gradual resumption of China-US flights and increasing demand

In February 2024, the U.S. Department of Transportation released a notice permitting Chinese airlines to increase the number of round-trip flights between China and the U.S. from 35 to 50 flights per week.

According to data from the U.S. Department of State, in 2023, the United States issued 520,000 non-immigrant visas to Chinese passport holders, which includes mainland residents and overseas Chinese, representing a recovery to 43% of the 1.2 million issued in 2019. 

Flight AI data indicates that the United States tops the list for searches on long-haul overseas travel tickets during China’s summer vacation period, highlighting the sustained interest and potential in the U.S. tourism market. The outlook for U.S. tourism is positive, with expectations for continued growth and interest.

This interest is also reflected in the latest buyer survey data of ITB China. More than 500 high-level hosted buyers in 2024 explicitly stated a keen interest in sourcing travel products and meeting with destination representatives from North America during the three-day show.

China on Track to Become One of Top Five Sources of U.S. Tourism by 2025

According to data from Brand USA, as of 31 August this year, the number of Chinese visitors has already surpassed the 2023 total (1.12 million) and is projected to become the world’s fifth largest source of tourism this year, rebounding to 73% of 2019. By 2025, the number of Chinese visitors to the U.S. is expected to approach and reach 2019 levels, an exciting milestone of 3 million visitors.

China-U.S. Official Tourism Agencies Actively Endorse Bilateral Tourism

The 14th China-U.S. High-Level Tourism Dialogue, with the theme “Tourism as a Catalyst for China-U.S. People-to-People Exchange,” commenced on 22 May 2024 in Xi’an, Shaanxi. Jointly organized by China’s Ministry of Culture and Tourism, the Government of Shaanxi Province, the U.S. Department of Commerce, and the U.S. Travel Promotion Board, the dialogue brought together nearly 400 delegates from both countries. Participants agreed that promoting two-way tourism not only strengthens the bond of friendship between the peoples of China and the U.S., but also contributes to the economic growth of both nations. Both sides called for further steps to improve the conditions for the revitalization and expansion of tourism.

As the premier B2B platform connecting the Chinese travel market with international travel suppliers, ITB China provides ample opportunities for US exhibitors to meet, network and do business with China’s top travel agencies. 

Register your stand before January 31 and join ITB China 2025, May 27-29 in Shanghai!