Chinese outbound travel has become one of the important markets for many countries in the last decade. Chinese travelers tend to travel in groups when they visit overseas destinations. Travel agencies, therefore, play an important role in this outbound market. However, little research has been conducted regarding travelers’ choice of travel agencies in China. This study aims to examine factors that influence the tourists in mainland China when choosing travel agencies for both short-haul and long-haul outbound leisure travel. It will also explore whether there are any significant differences among the demographic variables and selected factors when choosing travel agents. This study provides valuable marketing suggestions for destination market organizations and travel agencies in China. Keywords: Mainland Chinese Travelers, Outbound Tourism, Travel Agency, Service Quality