From niche locations to immersion: Four nations witness shift in Chinese outbound travel

Chinese outbound tourism is undergoing a significant transformation, moving away from crowded popular spots toward niche destinations and immersive local experiences. This shift was highlighted at a Wednesday tourism promotion event in Shanghai by four Central and Eastern European countries—Slovakia, the Czech Republic, Hungary, and Poland.

Co-hosted by the European Travel Commission and the nations' tourism boards, the event focused on niche destinations, local flavors, and sustainable travel, with representatives sharing insights into evolving Chinese travel habits. 

"Chinese travelers no longer only visit during peak seasons or rush to popular attractions. They are starting to avoid crowds, seek hidden gems, and are more eager to experience local lifestyles," Gabor Kelemen, head of Asia for the VisitHungary National Tourism Organization, said. Data from Kelemen showed an 18 to 19 percent year-on-year increase in Chinese tourists to Hungary in the first three quarters of 2025, with guest nights rising by 11 to 12 percent, both exceeding 2024 levels.