The educational tourism market in China, encompassing both domestic and international tours, has experienced a strong rebound post-pandemic, shown by a surge in demand for study tours in summer 2023. National policies and parental preferences present promising opportunities for market growth, driving key players to offer diverse international and local tour options.
Educational tourism predominantly caters to students from primary and middle schools, with a primary focus on families residing in first-tier and new first-tier cities like Beijing, Shanghai, Guangdong, Hangzhou, Chongqing, and Chengdu. These families are looking for a mix of education, leisure, and outdoor experiences to provide their children with holistic educational opportunities. This landscape reflects a growing trend among Chinese families toward providing children with early exposure to diverse educational settings and enriching experiences.
Current market size and direction of the educational tourism market in China
Post-pandemic situation
The educational travel market in China has shown strong resilience and growth following the COVID-19 pandemic. In 2022, the number of participants in study tours surpassed pre-pandemic levels, with over 6 million individuals taking part. The educational tourism market size in China was RMB 31 billion in 2022, of which domestic study tours account for 51.6% and international study tours account for 48.4%. Moreover, from 2022 to 2023, demand for summer study tours increased more than 30-fold according to Trip.com.
Data from the Baidu Index shows that searches related to educational tour travel experience peak during the summer months. Although search volumes experienced a decline during the pandemic period, 2023 saw a resurgence surpassing 2018 levels. This hints at a strong recovery and renewed interest in educational tour travel experiences following the pandemic.
Opportunities for market growth
The implementation of the national three-child policy, combined with young parents’ increasing focus on expanding their children’s education beyond the classroom, is set to boost children’s educational tourism market growth in China. As families expand and prioritize well-rounded educational experiences for their children, there will be a growing demand for educational tours, study programs, and cultural activities tailored for children.
Main players in the educational tourism industry in China
When comparing the leading market players in the international educational tourism industry, two prominent agencies stand out: EF (Education First), a Swedish company, and New Oriental (新东方), a leading local Chinese agency in China.
Focus on children and a strong social media presence
Both EF and New Oriental have a strong presence on local social media platforms, such as Xiaohongshu. EF has a dedicated page showcasing educational travel tours, with a total of 23,000 followers. In comparison, New Oriental leverages multiple accounts tailored to its various offices, with its Beijing account boasting 19,600 followers.
Both EF and New Oriental offer educational travel tours to children as young as 7 years old. EF’s programs cater to individuals up to 24 years old, offering a diverse range of educational opportunities that span multiple age groups. In contrast, New Oriental focuses on students up to 21 years old. While both agencies also offer special programs for adults, their focus remains on their offerings for children and teenagers.
New Oriental’s advantage for local tours
Compared to EF, New Oriental holds a distinct advantage in its extensive offering of local destinations, with nearly 150 Chinese cities listed on its website. This expansive coverage allows New Oriental to cater to travelers seeking educational tours closer to home and that can deepen their understanding of local culture.
New Oriental offers parent-child trips
EF and New Oriental both provide independent and group travel options. New Oriental distinguishes itself by offering programs for parents and children to participate together, both abroad and within China. This caters to the preference of younger parents, who recognize the importance of spending time with their children. According to a 2023 survey by iiMedia Research (n = 1,390), 98% of parents agree on the importance of parent-child education.
| EF | New Oriental | |
| Age group | 7-24 | 7-21 |
| Duration | 2-4 weeks | Local: 1 – 7 days International: 1 week – 3 weeks |
| Destinations | 20 countries, 50 destinations | 21 countries and 150 cities in China |
| Types of trips | Independent (16+) or tour | Independent, tour, or parent and child |
| Package | Round-trip air tickets Airport transfers Courses and activities Meals Accommodation | Round-trip air tickets Airport transfers Courses and activities Meals Accommodation Insurance Transportation |
Local study tours
Exploring China beyond the classroom during weekends and vacations
During summer vacations, national holidays, and even weekends, parents aim to provide their children with a more comprehensive education by exploring knowledge beyond the classroom. Besides, in many cases, participating in cultural tours helps students gain a deeper understanding of traditional Chinese culture and achieve personal growth.
Popular destinations for local study tours
Study tours within China typically range in cost from a few hundred RMB to approximately RMB 7,000 – 8,000. Children may engage in volunteer activities, visit museums, tour universities to gain insights into higher education, visit embassies to learn about international relations, and even conduct experiments at research institutes to foster hands-on learning and scientific exploration. Most of these study tours are led by tour guides. While there are some parent-child tours available, most educational tours are designed specifically for children, focusing on age-appropriate activities. There are also increasing government initiatives to provide hands-on STEM education through science centers.
Popular destinations within China for educational cultural tours include historic cities like Xi’an and Beijing. These cities are renowned for their rich cultural heritage and iconic landmarks such as the Terracotta Army and the Great Wall. Additionally, cities boasting prestigious universities like Tsinghua and Peking University in Beijing and Shanghai Jiaotong University offer unique opportunities for students to visit prestigious educational institutions.
To enrich students’ learning experiences and make study trips more engaging, many museums across China have extended their opening hours. There are also increasing government initiatives to enhance the overall experience of museum visits to be more interactive and educational. These are efforts to boost cultural tourism and create authentic regional learning experience in these historic cities.
International study tours
Expanding horizons with international educational trips
International educational summer trips are increasingly popular among families seeking to enhance their children’s cultural knowledge and global exposure. These educational trips and cultural tours are not solely focused on improving English proficiency, as most participating children are already proficient in English. Instead, the emphasis is on seeking new experiences and foreign education models that prioritize discussions over memorization.
For many parents, these international trips represent the first step towards future education abroad during college. Students are starting these experiences at younger ages, including elementary and middle school students, not just high schoolers. This trend reflects a broader shift towards early exposure to diverse educational settings and global perspectives.
Cost and popular destinations of international study trips
Popular destinations for international educational summer trips include the UK, the US, and Singapore, each offering unique educational experiences. The cost of these trips can vary significantly, ranging from over RMB 10,000 to as much as RMB 100,000.
For instance, programs that involve attending learning camps with top UK universities like Oxbridge, accompanied by a guardian, can reach the higher end of this range. In Singapore, the average cost for such trips is around RMB 15,000, providing students with exposure to the city-state’s renowned education system and multicultural environment. Trips to the US, offering comprehensive educational experiences and exposure to diverse academic and cultural settings, typically cost around RMB 50,000. These costs encompass tuition fees, accommodation, travel expenses, and additional program fees.
China’s educational tourism landscape: post-pandemic resurgence, main players, and trends
- The educational tourism market in China has rebounded strongly post-pandemic, with participant numbers exceeding pre-pandemic levels in 2022.
- EF (Education First) and New Oriental (新东方) are prominent agencies in China’s educational tourism market, offering diverse international and local tour options.
- Educational tourism primarily targets students from primary and middle schools, with families from major cities showing significant interest.
- Trips emphasize a blend of education, leisure, and outdoor experiences, catering to families seeking comprehensive educational opportunities.
- Local educational tours can last one day to a week and cover historic and cultural cities within China, offering visits to universities and museums.
- International study trips are popular for enhancing cultural knowledge and global exposure, with destinations like the UK, the US, and Singapore being particularly popular.
