Adventure travel has entered the mainstream in China, reshaping both domestic and outbound markets. What was once a niche associated with adrenaline sports or technical expeditions is now a much broader phenomenon: travelers seeking curiosity, connection, and cultural depth. As the Adventure Travel Trade Association (ATTA) continues to study this evolving market, it's clear that Chinese travelers are redefining what it means to be adventurous.
This article is based on an AdventureCONNECT held virtually in the ATTA member HUB in August 2025. To attend future events like this, check out our ATTA events calendar.
In the broader landscape, adventure travel today stands as one of the most powerful segments in global tourism—no longer niche, but mainstream. Recent ATTA research values the global outbound adventure travel market at a staggering $1.16 billion in 2024, up from $683 billion in 2017, reflecting a compound annual growth rate (CAGR) of approximately 8%.
A Market on the Move
China has long been one of the world’s most powerful outbound travel markets, but the pandemic marked a turning point. With borders closed, millions of Chinese travelers turned inward, discovering the landscapes, villages, and heritage of Yunnan, Sichuan, Guangxi, and beyond. Hiking, wellness retreats, and cultural immersion flourished domestically. Now, with borders open again, this appetite is translating into outbound demand, with travelers carrying their newfound love for adventure to global destinations.
The data highlights just how mainstream this shift has become. According to ATTA’s recent market sizing and segmentation research (full regional data will be available in Q4 2025), 70% of Chinese outbound travelers are Open to Adventure, comprising 16% Adventure Intensives, 28% Cultural Explorers, 12% Nature Enthusiasts, and 15% Experience Samplers. Together, these numbers illustrate that Chinese travelers are not confined to one vision of adventure. Instead, they embody a spectrum of motivations, from culture and conservation to physical challenge and multi-activity exploration.
Segment Deep Dive
Each segment in the Chinese adventure market provides unique insights for destinations and operators. The overarching Open to Adventure market comprises 70% of Chinese outbound travelers; they may hike or bike, but they’re just as eager for local cuisine or village traditions. They embody the idea that adventure is a mindset, not just an activity.
- Adventure Intensives (16%): Small but high-value. These travelers seek technical challenges like mountaineering or diving. They are often early adopters and big spenders on gear, guides, and logistics.
- Cultural Explorers (28%): A vital segment for destinations with strong heritage, foodways, and storytelling. They are less focused on adrenaline and more on meaning.
- Nature & Wildlife Enthusiasts (12%): Focused on biodiversity, conservation, and natural beauty. They are attracted to safaris, national parks, and ecological learning experiences.
- Experience Samplers (15%): Curious, flexible, and open to trying a little bit of everything. They respond well to itineraries that combine multiple activities and themes.
Generational Transformation
One of the strongest forces behind this evolution is generational change. Younger Chinese travelers, particularly Millennials and Gen Z want flexibility, authenticity, and stories worth sharing.
According to Tiger Li of Diverse China Travel, “The younger generation in China doesn’t want to just see the sites — they want to be the heroes of their own story. They’re looking for experiences they can share, both online and personally, that reflect curiosity, openness, and meaning.”
Social media plays a powerful role here. Platforms such as Xiaohongshu and Douyin (China’s TikTok) allow travelers to document their journeys in real time, while also serving as discovery tools. This means that storytelling is not only part of the experience, it is also a primary driver of trip inspiration and peer-to-peer influence.
Domestic Foundations, Outbound Expansion
Domestic adventure travel is the foundation on which outbound demand is now being built. During the years of closed borders, Chinese travelers embraced high-altitude trekking, local homestays, and cultural encounters at home. These experiences nurtured a taste for adventure that is now expanding abroad.
Destinations across Asia-Pacific, Europe, and the Americas are already seeing this play out. Thailand, Nepal, and Japan remain popular, but there is growing interest in South America, Africa, and non-traditional destinations. David Cheng of Benchmark Adventure says, “We see travelers who started hiking in Sichuan now booking treks in Peru or cultural routes in Spain. Their first adventure was domestic, but their appetite has expanded globally.”
This progression creates new opportunities for destinations that can meet Chinese travelers with the right mix of immersion, credibility, and infrastructure.
Digital-First Booking Behavior
Chinese adventure travelers typically rely on digital channels for trip planning and booking. They often use social platforms such as Little Reb book (小红书), TikTok (抖音), and WeChat (微信) for inspiration and direct purchases, while also turning to online travel platforms like Ctrip and Fliggy for comparison and reservations. Direct booking with airlines and hotels is still important, but bundling platforms and curated intermediaries are particularly valued for adventure travel, where trust and safety are priorities.
Mobile integration is non-negotiable. Payment systems such as Alipay and WeChat Pay, along with seamless mobile interfaces, are expected as standard. For operators outside of China, the ability to integrate these systems can determine whether they can effectively capture this market.
Sustainability and Community Impact
While sustainability has long been a central concern for European and North American adventure markets, Chinese travelers are increasingly seeking ways to travel responsibly.
Segments such as Cultural Explorers and Nature Enthusiasts are particularly drawn to experiences that emphasize environmental stewardship and cultural preservation. They want to know how their fees support local communities, how conservation projects are protected, and how their travel footprint can be mitigated.
This interest is not abstract. From regenerative tourism models to volunteer opportunities linked to reforestation or wildlife protection, Chinese travelers are asking concrete questions about how their journeys can give back. For destinations and operators, the takeaway is clear: sustainability should not be treated as an add-on. It must be built into the product and communicated transparently.
Future Outlook
The future of Chinese adventure travel is one of expansion, both in scale and in scope. The market is expected to grow significantly as outbound travel recovers, and the habits formed during the pandemic continue to influence demand. Adventure is no longer seen as fringe; it is a mainstream mindset shared by the majority of international travelers from China.
Destinations that succeed will be those that:
- Adapt to generational change, catering to younger travelers’ appetite for authenticity, flexibility, and storytelling.
- Invest in digital integration, ensuring visibility on key platforms and compatibility with Chinese payment systems.
- Prioritize sustainability, embedding community and environmental impact into every product.
- Differentiate by segment, recognizing that adventure travelers are not homogenous, but spread across multiple motivations and interests.
Hannah Pearson, Regional Director of APAC for the Adventure Travel Trade Association, sums this up, describing the shift as not just about activities but about attitude: “Adventure isn’t only about climbing mountains. For Chinese travelers, it’s about being open - open to people, open to stories, open to transformation.”
Conclusion
China's adventure travel market is entering a new era. It is large, diverse, and increasingly sophisticated, driven by younger generations and fueled by digital ecosystems. What ties these travelers together is not a single activity or destination but a mindset: curiosity, openness, and a desire for meaning.
For the global adventure travel industry, this represents both a challenge and an extraordinary opportunity. Those who can respond with authenticity, sustainability, and creativity will find themselves at the forefront of one of the most dynamic travel markets in the world.
To learn more about connecting with the outbound adventure-oriented Chinese traveler, contact ATTA’s Hannah Pearson.