In 2024, China’s outbound tourism faced a shift, with a significant decline in long-haul international travel due to geopolitical tensions and economic uncertainties. Domestic travel, particularly inter-provincial trips, remained popular, and consumer spending on tourism grew, especially among high-income groups. Despite challenges, the outlook for 2025 is cautiously optimistic, with expectations for increased travel spending, especially among ultra-high-income earners. However, challenges like language barriers, internet connectivity, and payment issues persist for outbound travelers. The influence of new media platforms on travel decisions is growing, though traditional Online Travel Agencies (OTAs) like Ctrip maintain dominance. Solo travel is on the rise, driven by changing social trends, and consumers increasingly prioritize personalized and intuitive travel experiences.