According to new data released in EternityX’s Labour Day 2025 Travel Trends & Insights Report, China’s outbound travel market is experiencing a robust resurgence.
Over the Labour Day holiday
period, border crossings, international flights, and overseas spending all
climbed at double-digit rates, reinforcing forecasts that 2025 will mark a
pivotal year in global Chinese tourism.
“This isn’t just a rebound. It’s
a redefinition of how Chinese travellers explore the world… From digital
behaviours to experiential priorities, the landscape has fundamentally
shifted,” said Charlene Ree, CEO of
EternityX.
“The modern Chinese traveller is
digitally fluent, experience-driven, and increasingly values depth over
distance. Brands who want to win in this space must move beyond traditional
tourism marketing and instead build relevance across the entire travel journey
- from discovery to purchase to sharing,”
added Charlene.
This Labour Day surge is a clear
signal, it’s time for brands to engage with intentionality, creativity, and
data-backed strategy.
Key Labour Day Metrics Point to
Sustained Global Demand
·
10.9 million border crossings, a +28.7%
year-on-year increase
·
11.15 million air passengers,
up +11.8% YoY
·
¥180.3 billion (~USD 25B) in
outbound tourism spending, up +8.0% YoY
(Source: fasion.ce.cn, citing Trip.com and
Tongcheng Travel, 30 April 2025)
This rebound underscores surging
traveller confidence and unlocks new momentum for tourism-dependent economies
in Asia, the Middle East, and beyond.
Experience Is the New Currency of Travel
Chinese travellers are shifting
from mass-market sightseeing to personalised, meaningful journeys:
·
Attraction ticket bookings
surged 150% YoY, led by scene-based travel such as anime-themed accommodations
in Japan and museum audio tours in France.
·
Adventure travel gained ground,
with spikes in snorkelling bookings in Malaysia and trekking in
Nepal.
(Source: EternityX, citing Trip.com and
DragonTrail, May 2025)
This marks a significant shift:
today’s Chinese outbound traveller seeks depth over distance,
and value through experience, not volume.
Digital Wallets Drive New Era of
Seamless Travel
·
Usage of Alipay and WeChat
Pay increased 30–50% YoY, now serving not just as payment tools, but
as end-to-end travel companions.
·
In-app mini-programs
recorded significant engagement spikes across Asian destinations.
(Sources: BusinessWire & NewsMorningPost, 6 May
2025)
These tools now influence
everything from itinerary planning to dining, shopping, and even museum
visits—reshaping the travel ecosystem for both consumers and merchants.
Airlines Fuel Recovery with
Route Expansion
·
Air China added flights to
Cairo, Toronto, Central Asia, and resumed Tokyo and Paris services.
·
China Eastern launched a
Shanghai–Abu Dhabi route on 28 April 2025.
·
United
Airlines introduced 7 new US–China routes, including Los Angeles to
Beijing.
·
Cathay Pacific increased
flights into Shanghai by 48% YoY.
(Source: Public Information, 10 May 2025)
This expansion unlocks critical
capacity and convenience, reinforcing recovery in both business and leisure
segments.
Future Outlook: Travel Forecasts
and Strategic Implications
Based on 2019–2028 growth
trends, Chinese outbound travel is forecast to reach 177–185
million in 2025:
·
Summer 2025: 111M–116M
travellers expected (62.7% seasonal share)
·
Golden Week 2025: 11.8M–12.4M
travellers (6.7% share)
(Source: EternityX projection model using Trip.com
data and National Bureau of Statistics trends)
Family-led short-haul
travel (particularly to visa-free Southeast Asian destinations) will
dominate Summer 2025, while luxury and immersive travel will
characterise Golden Week in Q4.
“Chinese outbound tourism is not
just rebounding—it’s evolving. With 111 to 116 million travellers expected this
summer and up to 12.4 million during Golden Week, brands have a narrow but
powerful window to connect. For Summer 2025, the focus should be on family-led,
experience-rich travel, especially across visa-free Southeast Asia.”
“As we move into Q4, high-spend
travellers will be seeking immersive, cultural, and luxury experiences in
long-haul markets like Europe and the Middle East. Acting early and activating
with precision will define the winners in this next wave of travel.” said Deric Wong, Chief Business Officer,
Global, EternityX.
“The rise
of digital-native, experience-seeking Chinese travellers is no longer
a trend - it’s the new market reality,” Deric added.
Labour Day 2025 has validated
not just a recovery in volume, but a transformation in traveller expectations
and behaviours. The implications for global brands are clear: winning in this
space requires more than seasonal promotions, it demands a shift toward precision
planning, market segmentation, and full-funnel activation.
With over 115 million
travellers projected this summer and another 12 million during Golden
Week, the opportunity is substantial—but so is the competition. Brands must
calibrate their strategies now: align content with evolving intent, leverage
digital ecosystems like WeChat and Alipay for contextual engagement, and
localise experiences that meet Chinese travellers where they are - both
physically and culturally.
The window to influence is
narrowing. Brands that adopt a data-informed, experience-led approach, anchored
in early activation and platform-native engagement, will be best positioned to
convert momentum into measurable market impact.
