China’s outbound tourism and the importance of major international events, everyone would love to host megastars like her: when pop icon Taylor Swift performed in Singapore last year.

Not only did the US singer captivate 300,000 fans at six sold-out concerts, but she caused a stir in international relations as well.

Other countries in the region were less than amused that the city state had apparently negotiated an exclusive contract with the artist, which meant that Swift only performed in Singapore while other destinations in Southeast Asia were left empty-handed.

The controversy showed how important major events have now become for tourism in the region. According to analysts’ estimates, the six concerts generated an additional 370 million US dollars in revenue for the city state. Asian holidaymakers are now more willing than ever to visit other countries for attractive events, and to accept high air fares and accommodation costs.

The main drivers of this trend are travellers from the People's Republic of China. In the run-up to the Swift concerts, Chinese demand for hotel bookings in Singapore increased by about 400 per cent.

China’s comeback on the international travel market

This development highlights the important role that China's outbound tourism now occupies in the international travel market again. After 87 million trips in 2023, the market last year witnessed an impressive comeback with around 130 million outbound travellers, a figure almost on a par with pre-pandemic levels.

Market observers predict a continuing upward trend for 2025, with traveller numbers possibly reaching 155 million. There is currently no weakening of this trend in sight. Forecasts indicate that Chinese outbound travel could already reach 200 million in 2028.

Young people are the travel market’s driving force.

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