In the latest ITB’s Travel Hero Podcast, host Charlotte Lamp Davies, of A Bright Approach talks with Lydia Li, Deputy General Manager at Messe Berlin Shanghai, about trends in Chinese travel. The Chinese outbound travel market is recovering well, with significant increases in trips to visa-free countries like Singapore, Thailand, and Malaysia, and growth in travel to Japan, South Korea, Saudi Arabia, UAE, Turkey, Maldives, and Europe. The post-90s generation now leads outbound travel, preferring personalized, immersive experiences. Social media, especially platforms like WeChat, Weibo, Douyin, and Xiaohongshu, is key for reaching travelers, with live streaming driving significant sales. Chinese travelers seek unique experiences and personalized services, and themed travel products are in high demand. AI is increasingly used in customer service and travel planning. In the MICE sector, there’s a shift towards more frequent, smaller events. The concept of "bleisure" (business and leisure) is growing, with employees extending business trips for personal enjoyment. The podcast emphasizes the benefits of blending business and leisure travel for personal well-being and local economies.