This paper investigates potential factors influencing Chinese residents’ demand for outbound travel. Based on survey data from the Chinese Family Panel Studies project conducted in 2008, we utilize several discrete choice models to analyze (1) factors explaining Chinese residents’ participation in outbound travel in the last five years and (2) factors explaining various types of outbound travel. We highlight the importance of age, hukou type, personal income, education level, domestic tourism participation, foreign language proficiency, life satisfaction, and Internet use to explain Chinese residents’ outbound travel. We also observe regional differences and urban-rural differences by estimating the model using different sub-samples. Finally, implications are presented concerning marketing efforts in targeting potential Chinese outbound tourists.