1、EXPERT VOICES TO GUIDE THE TRAVEL EXPERIENCEChinese Outbound Travel Trade SurveyDragon Trail ResearchJuly 2025Photo:Mikita Yo,Unsplash2Dragon Trail ResearchChinese Outbound Travel Trade Survey3|WWW.DRAGONTRAIL.COM 2025The Chinese travel trade has been busy since China reopened for international leis

2、ure travel at the start of 2023.Theyve been traveling the world,attending training courses both online and offline,adapting to meet new consumer demands,and embracing the newest technology.That makes it all the more important for outbound destinations and businesses to keep up to date,too.Starting i

3、n 2025,Dragon Trails Chinese outbound travel trade surveys are now bi-annual,and this is our second report of the year.Its based on a survey of 280 Chinese travel trade professionals currently selling outbound trips,conducted between 17-23 June.The report covers four main topics:Market status,B2B ou

4、treach,a deep-dive on Chinese travel to Europe,and AI technology.Our survey findings reveal a generally positive outlook 61%of travel agents said the outbound travel market has improved from 2024.They also highlight the benefits of B2B engagement and outreach.The vast majority of travel agents have

5、attended recent FAM trips and training for outbound destinations,and these experiences have directly enhanced their ability to sell travel and to work with clients,whose demands for increasingly personalized service and products continue to grow.There is also an interesting correlation between globa

6、l destinations that are doing the most outreach and those that the travel trade see as having the most potential for sales.Looking towards the future,although AI is very new for the travel industry most of Chinas OTAs only introduced consumer-facing AI tools between February and April of 2025 its ad