Full Video: India and China Are Defining the Next Era of Outbound Travel
Indian and Chinese travelers are rewriting the rules of how travel is discovered, booked, and experienced, presenting both unprecedented opportunities and significant challenges for the global tourism industry. For destinations seeking to capitalize on this burgeoning market, adaptation goes far beyond mere translation; it necessitates a fundamental rethinking of payments, safety protocols, personalization strategies, and platform partnerships, essentially rebuilding the tourism infrastructure from the ground up to cater to the unique needs and preferences of these travelers. The Skift Global Forum East, held in Abu Dhabi on October 30, 2025, served as a crucial platform for dissecting these evolving trends, featuring insights from Cathy Wu, head of outbound travel in the tourism department of Xiaohongshu, and Rishi Raj Singh, chief marketing officer and chief business officer of MakeMyTrip, who jointly explored the transformative impact of Chinese and Indian tourists on the global outbound tourism landscape.
The rise of India and China as dominant forces in outbound travel is not an overnight phenomenon but rather the culmination of decades of sustained economic growth, increased disposable incomes, and a growing desire among their populations to explore the world. Historically, outbound travel from these nations was limited by factors such as restrictive visa policies, economic constraints, and a lack of readily available travel information. However, the liberalization of visa regimes, coupled with the proliferation of online travel agencies (OTAs) and social media platforms, has democratized travel, making it more accessible and affordable for a wider segment of the population.
China’s ascent to the top of the outbound tourism hierarchy is particularly noteworthy. Following economic reforms in the late 20th century, the nation witnessed an exponential increase in its middle class, eager to experience international cultures and destinations. This surge in demand has been further fueled by the government’s proactive efforts to promote tourism, both domestically and internationally. Similarly, India’s burgeoning middle class, empowered by technological advancements and increasing connectivity, is rapidly emerging as a significant player in the global travel market. According to a recent report by the World Tourism Organization (UNWTO), outbound travel from India is projected to grow at an annual rate of 8-10% over the next decade, surpassing many traditional source markets.
The impact of these demographic shifts extends beyond simply increasing the number of tourists. Indian and Chinese travelers exhibit distinct preferences and behaviors that require destinations to adapt their offerings accordingly. For instance, Chinese tourists often prioritize shopping and cultural experiences, while Indian travelers tend to favor family-friendly destinations and value-for-money accommodations. Moreover, both groups are increasingly reliant on mobile technology for travel planning, booking, and navigation, underscoring the importance of having a strong online presence and offering seamless mobile experiences.
One of the key challenges for destinations seeking to attract Indian and Chinese tourists is the need to address language barriers and cultural differences. While English proficiency is increasing in both countries, many travelers still prefer to communicate in their native languages. Therefore, destinations must invest in providing multilingual resources, including websites, brochures, and tour guides. Furthermore, it is crucial to be sensitive to cultural norms and customs, such as dietary restrictions and religious practices, to ensure a comfortable and welcoming experience for all visitors.
The payment landscape also presents a unique set of challenges. Traditional credit cards are not as widely used in India and China as they are in Western countries. Instead, mobile payment platforms like Alipay and WeChat Pay dominate the market. Destinations that fail to accept these alternative payment methods risk alienating a significant portion of potential travelers. Moreover, security concerns are paramount, particularly in light of increasing cybercrime and data breaches. Destinations must implement robust security measures to protect the personal and financial information of their visitors.
Personalization is another critical aspect of catering to the evolving needs of Indian and Chinese travelers. Generic travel packages and itineraries are no longer sufficient. Instead, travelers are seeking customized experiences that align with their individual interests and preferences. Destinations must leverage data analytics and artificial intelligence to understand traveler behavior and tailor their offerings accordingly. This includes providing personalized recommendations for activities, restaurants, and accommodations, as well as offering customized itineraries based on traveler demographics and interests.
"The rise of Indian and Chinese outbound travel is not just a trend; it’s a fundamental shift in the global tourism landscape," says Dr. Anya Sharma, a Senior Market Analyst at Global Tourism Insights. "Destinations that fail to adapt to the unique needs and preferences of these travelers risk being left behind. It’s no longer enough to simply translate your website into Mandarin or Hindi. You need to rethink your entire tourism infrastructure from the ground up."
The role of online platforms and social media cannot be overstated. Indian and Chinese travelers are highly active on social media, using platforms like WeChat, Weibo, Xiaohongshu, and Instagram to research destinations, share travel experiences, and connect with other travelers. Destinations must actively engage with these platforms to promote their offerings, build brand awareness, and solicit feedback from travelers. Furthermore, it is crucial to partner with influential travel bloggers and social media influencers to reach a wider audience and generate positive word-of-mouth. An estimated 45% of Chinese travelers rely on recommendations from social media influencers when making travel decisions, highlighting the importance of this marketing channel.
The long-term implications of the Indian and Chinese outbound travel boom are far-reaching. As these markets continue to grow, they will exert increasing influence on the global tourism industry. Destinations that successfully cater to the needs of Indian and Chinese travelers will reap significant economic benefits, while those that fail to adapt risk losing market share. Moreover, the influx of tourists from these countries will inevitably lead to cultural exchange and cross-border understanding, fostering greater global interconnectedness.
However, there are also potential challenges to consider. The rapid growth of outbound travel could strain infrastructure and resources in some destinations, leading to overcrowding and environmental degradation. It is crucial for destinations to implement sustainable tourism practices to minimize the negative impacts of tourism and ensure that future generations can also enjoy the benefits of travel. This includes investing in infrastructure improvements, promoting responsible tourism behavior, and protecting natural resources.
"The key to success in the Indian and Chinese outbound travel market is to understand the nuances of these cultures and to tailor your offerings accordingly," says Professor Jian Li, a Professor of Public Policy at the University of Beijing. "This requires a long-term commitment and a willingness to invest in the necessary resources. But the rewards are well worth the effort. Destinations that can successfully tap into these markets will be well-positioned for growth and prosperity in the years to come."
Looking ahead, several key trends are likely to shape the future of Indian and Chinese outbound travel. These include the increasing demand for sustainable tourism experiences, the growing popularity of experiential travel, and the rise of independent travel. As travelers become more sophisticated and discerning, they will seek out unique and authentic experiences that allow them to connect with local cultures and communities. Destinations that can offer these types of experiences will be well-positioned to attract Indian and Chinese tourists in the years to come. The increasing availability of direct flights between India and China and various destinations will further propel the growth of outbound tourism. According to industry reports, the number of direct flights increased by $1.2 billion last year alone.
In conclusion, the rise of India and China as dominant forces in outbound travel represents a paradigm shift for the global tourism industry. Destinations that can successfully adapt to the unique needs and preferences of these travelers will be well-positioned for growth and prosperity in the years to come. This requires a fundamental rethinking of payments, safety protocols, personalization strategies, and platform partnerships, as well as a commitment to sustainable tourism practices. The Skift Global Forum East provided valuable insights into these evolving trends, underscoring the importance of collaboration and innovation in navigating the complexities of the Indian and Chinese outbound travel market. The future of travel is undoubtedly being shaped by these dynamic and influential markets. It is imperative for the global tourism industry to acknowledge and adapt to these changes to ensure sustainable growth and mutual benefit.
