Domestic tourism has been widely encouraged by the government for decades, with Chinese responding enthusiastically. This is supported by ample evidence during the three Golden Holidays (Spring Festival and the week-long May and October holidays) when various tourist spots are overwhelmed and tour agencies enjoy a surge in sales. In contrast, it was a long and cautious process in opening the door for outbound tourism.

The government only officially recognized leisure outbound tourism in 1997 with the introduction of "Provisional Regulation on the Management of Outbound Travel by Chinese Citizens at Their Own Expense" (as opposed to family visits, business and official trips allowed since early 1980s). Ten years on, despite the official policy of "moderate and carefully managed growth", Chinese outbound tourism continues to balloon in step with the rapid economic growth of the country. Thus it comes as no surprise that the World Tourism Organization estimates that China will become a main source for outbound tourists by 2020 with 100 million per year.

World's Top Ten Outbound Countries by 2020