Home to nearly 70% of China’s post-90s and post-00s generation, Bilibili has built a community of 96 million users with travel interests, with the travel category growing 23% year over year.
In-depth travel guides, authentic reviews, and immersive cultural experiences have made Bilibili a key platform for shaping destination awareness among young travelers—and an increasingly important channel for travel brands to connect with this audience.
Young Chinese travelers are increasingly resistant to standardized itineraries. On Bilibili, niche, socially driven, and customized products with clear themes resonate far more strongly.
Bilibili users value authenticity and emotional depth. Travel brands that collaborate with creators and IP content aligned with their brand identity—and co-create story-driven, knowledge-rich content—are more effective at inspiring travel interest among younger audiences.
More insights into the new consumption needs of Chinese travelers will be shared at the 19th TravelDaily Conference in September 2026.
Highly influential players like Bilibili —companies shaping China’s and even the global travel industry—will join us at the conference to share the latest shifts in China’s leisure and corporate travel markets, including:
● What is changing in China’s travel market?
● What do Chinese travelers prefer today?
● Policy updates on China’s inbound and outbound travel;
● How China’s corporate travel demand is evolving.
Interested in new trends, shifts, and opportunities in China’s travel industry?
Contact: xenia@traveldaily.cn
