PATA Annual Summit 2026 · Hall B, 3F · HICO, Gyeongju

Salon Session 2

China Tourism
Dialogue

China Outbound & Inbound — Decoded

China's travel market has not just recovered—it has fundamentally transformed. Traveller behaviour, distribution channels, and policy environments are evolving rapidly, reshaping both outbound and inbound travel. This session brings together leading voices from China and international markets to decode the latest developments, examine what is working and what is not, and uncover where the real opportunities and challenges lie going forward.

Moderators

Soon Hwa Wong PATA Ambassador for Greater China Moderator

George Cao Co-founder & CEO, Dragon Trail International Moderator

Scan to translate

Q1 Transit Architecture

China is increasingly positioning itself as a global transit hub. Is this a new opportunity—or a structural threat—to traditional Asia Pacific aviation hubs?

Directed to Mayur (Mac) Patel · OAG Aviation

Q1 · Transit Architecture

Mayur (Mac) Patel Regional Commercial and Industry Affairs Leader – Asia Pacific, Middle East and Africa, OAG Aviation Panellist

Q1 Transit Architecture

Response summary pending

Q2 Capacity Redeployment

As international capacity returns, where is it actually being deployed—and what does that signal for key destinations across Asia Pacific?

Directed to Mayur (Mac) Patel · OAG Aviation

Q2 · Capacity Redeployment

Mayur (Mac) Patel Regional Commercial and Industry Affairs Leader – Asia Pacific, Middle East and Africa, OAG Aviation Panellist

Q2 Capacity Redeployment

Response summary pending

Q3 Inbound Conversion

China is expanding international air connectivity rapidly. To what extent can this translate into meaningful inbound tourism growth, versus simply enabling outbound travel?

Directed to Mayur (Mac) Patel · OAG Aviation

Q3 · Inbound Conversion

Mayur (Mac) Patel Regional Commercial and Industry Affairs Leader – Asia Pacific, Middle East and Africa, OAG Aviation Panellist

Q3 Inbound Conversion

Response summary pending

Q4 Demand Behaviour Shift

How has China outbound travel evolved post-COVID? Are travellers spending less, travelling shorter, or becoming more selective in how they travel?

Directed to Ning Guoxin · U-Tour Group

Q4 · Demand Behaviour Shift

Ning Guoxin Chief Government Affairs Officer, U-Tour Group Panellist

Q4 Demand Behaviour Shift

Response summary pending

Q5 Emerging Source Markets

We're seeing increasing momentum from beyond Tier 1 cities. Which emerging source markets in China are showing the strongest outbound potential—and why?

Directed to Ning Guoxin · U-Tour Group

Q5 · Emerging Source Markets

Ning Guoxin Chief Government Affairs Officer, U-Tour Group Panellist

Q5 Emerging Source Markets

Response summary pending

Q6 Destination Decision Drivers

Today's Chinese traveller is more experienced and discerning. What are the top factors now influencing destination choice—price, visa policies, connectivity, experiences, or something else?

Directed to Ning Guoxin · U-Tour Group

Q6 · Destination Decision Drivers

Ning Guoxin Chief Government Affairs Officer, U-Tour Group Panellist

Q6 Destination Decision Drivers

Response summary pending

Q7 Inbound Recovery Momentum

With visa-free policies and reopening momentum, what are you seeing in terms of inbound recovery—and which markets are driving this growth?

Directed to Emily Wang · Sanya Tourism Board

Q7 · Inbound Recovery Momentum

Emily Wang Director, Overseas Marketing, Sanya Tourism Board Panellist

Q7 Inbound Recovery Momentum

Response summary pending

Q8 Source Markets & Positioning

Which international markets are you actively targeting today, and how are you positioning Sanya to stand out in a competitive global landscape?

Directed to Emily Wang · Sanya Tourism Board

Q8 · Source Markets & Positioning

Emily Wang Director, Overseas Marketing, Sanya Tourism Board Panellist

Q8 Source Markets & Positioning

Response summary pending

Q9 Air Connectivity Strategy

How critical is air connectivity in your growth strategy? Is Sanya—and Hainan more broadly—actively expanding international access, particularly from Asia Pacific?

Directed to Emily Wang · Sanya Tourism Board

Q9 · Air Connectivity Strategy

Emily Wang Director, Overseas Marketing, Sanya Tourism Board Panellist

Q9 Air Connectivity Strategy

Response summary pending

Q10 On-the-Ground Recovery

From an operator's perspective, how strong is inbound demand today—and how does it compare with pre-COVID levels?

Directed to Michael Zhou · Odynovo

Q10 · On-the-Ground Recovery

Michael Zhou President & CEO, Odynovo Panellist

Q10 On-the-Ground Recovery

Response summary pending

Q11 Experience Gaps

China's tourism infrastructure is world-class. Where are the biggest gaps in the visitor experience—service, accessibility, language, or booking systems?

Directed to Michael Zhou · Odynovo

Q11 · Experience Gaps

Michael Zhou President & CEO, Odynovo Panellist

Q11 Experience Gaps

Response summary pending

Q12 High-Speed Rail & Inbound Usability

China has one of the most advanced high-speed rail networks in the world. So why aren't more international visitors using it today? What's getting in the way—from booking and payment to language and accessibility—and what needs to change to make it seamless?

Directed to Michael Zhou · Odynovo

Q12 · High-Speed Rail & Inbound Usability

Michael Zhou President & CEO, Odynovo Panellist

Q12 High-Speed Rail & Inbound Usability

Response summary pending

Q13 China Market Re-engagement

How important is the China market today for Korea, and how does its recovery compare with other international source markets?

Directed to Insook Lee · Korea Tourism Organization

Q13 · China Market Re-engagement

Insook Lee Executive Director of Korea MICE Bureau, Korea Tourism Organization Panellist

Q13 China Market Re-engagement

Response summary pending

Q14 Strategy Reset

Chinese travellers have changed significantly. How has Korea adapted its positioning, products, and marketing strategy to remain relevant?

Directed to Insook Lee · Korea Tourism Organization

Q14 · Strategy Reset

Insook Lee Executive Director of Korea MICE Bureau, Korea Tourism Organization Panellist

Q14 Strategy Reset

Response summary pending

Q15 Competitive Edge

With many destinations competing for Chinese travellers, what gives Korea a competitive edge—and where do you see the biggest growth opportunities?

Directed to Insook Lee · Korea Tourism Organization

Q15 · Competitive Edge

Insook Lee Executive Director of Korea MICE Bureau, Korea Tourism Organization Panellist

Q15 Competitive Edge

Response summary pending

Q16 Spending Patterns

From a payments perspective, are Chinese travellers spending less overall—or simply spending differently?

Directed to David Mann · Mastercard Economics Institute

Q16 · Spending Patterns

David Mann Chief Economist, Asia Pacific, Mastercard Economics Institute Panellist

Q16 Spending Patterns

Response summary pending

Q17 Behavioural Insights

What does payment data reveal about where Chinese travellers are going, what they prioritise, and how behaviour has shifted post-COVID?

Directed to David Mann · Mastercard Economics Institute

Q17 · Behavioural Insights

David Mann Chief Economist, Asia Pacific, Mastercard Economics Institute Panellist

Q17 Behavioural Insights

Response summary pending

Q18 Payment Friction & Visitor Experience

How easy is it today for international visitors to make payments in China—particularly when using cash and international credit cards? And where are the biggest friction points that still need to be addressed to improve the overall inbound visitor experience?

Directed to David Mann · Mastercard Economics Institute

Q18 · Payment Friction & Visitor Experience

David Mann Chief Economist, Asia Pacific, Mastercard Economics Institute Panellist

Q18 Payment Friction & Visitor Experience

Response summary pending

PATA Annual Summit 2026 · Hall B, 3F · HICO, Gyeongju