Wendy Wu Tours’ recent data shows China is firmly climbing the list of strongest opportunities for agents heading into 2026.
Founder Wendy Wu told trade partners last week that traveller attitudes are shifting quickly, helped by easier access, stronger infrastructure and more thoughtfully curated itineraries.
Wu emphasised that today’s China offering goes well beyond the traditional checklist. While first-time visitors still gravitate to Beijing, Shanghai and Xi’an, she noted growing interest in lesser-known regions, from dramatic national parks and river cruising experiences to culturally rich secondary cities that offer a more contemporary view of the country.
Fully inclusive premium touring continues to underpin the operator’s strategy. Wu highlighted that packaging flights, accommodation, guiding, transfers, sightseeing and most meals into one price simplifies the booking process for agents and gives travellers clarity around costs, a factor she says is increasingly influencing purchasing decisions.
Connectivity is another game changer. According to Wu, China’s high-speed rail network has dramatically reshaped how travellers experience the destination, opening regions that were once difficult to access and allowing for more diverse, experience-driven itineraries including the iconic scenes from Avatar, Zhangjiajie National Forest Park.
However, she also acknowledged that education remains key for the Australian market. Some travellers still carry outdated perceptions around visas, language barriers and ease of travel, but guided touring continues to address those concerns effectively, particularly for first-time visitors or older travellers seeking reassurance.
On the rise for Wendy Wu Tours are destinations such as Mongolia, Uzbekistan and Indonesia. Wu expects continued product diversification, including deeper cultural immersion and experiences aligned with seasonal Australian travel patterns. Interest is also being driven by travellers wanting to delve deeper and return to destinations and explore beyond the ordinary.
