China Trading Desk – Chinese outbound travellers return in force with 155 million projected 2025 trips

CHINA. The latest report from China Trading Desk reveals that Chinese tourists are projected to take over 155 million international trips in 2025, surpassing pre-pandemic levels. Of these, 28% are now budgeting over CNY50,000 (US$6,890) per trip.

The China Outbound Travel Sentiment Survey findings for Q1 2025 highlight a surge in high-spending travellers, combined with digital-first shopping habits and a growing demand for exclusive luxury products. 

The report shows that 58% of Chinese travellers plan to shop at airports before boarding, while 28% remain undecided, presenting an opportunity for retailers to engage with these travellers through targeted promotions or in-store experiences. 

According to the China Outbound Travel Sentiment Survey for Q1 2025 72% of Chinese travellers are planning multiple international trips this year, signalling a long-term shift towards increased mobility and tourism spending. 

These travellers are making faster decisions and searching for premium experiences, with digital content and social media playing a key role in shaping travel choices. 

The last-minute booking culture 

China Trading Desk reveals a growing trend towards spontaneity in travel planning, with 76% of Chinese travellers now booking trips less than a month in advance. This shift is particularly noticeable among younger and high-net-worth travellers, who value flexibility.  

As a result, airlines, hotels and travel service providers are adjusting pricing strategies, optimising last-minute inventory and improving mobile-first booking experiences. 

While Southeast Asia (Singapore 17%, Malaysia 12%) remains the dominant region for Chinese outbound travel, the survey reveals an emerging preference for long-haul destinations.  

Europe (10%) has climbed to the fifth-most-preferred destination, surpassing Thailand, which fell from fourth place in Q4 2024 to seventh in Q1 2025. 

Chinese travellers are engaged in airport shopping, with 61% likely to purchase duty-free products after seeing a social media promotion.  

Price promotions and free gifts (36%), followed by tastings and samplings (27%) are the strongest incentives for engagement at the airport. Highlights from the China Outbound Travel Sentiment Survey appear below. 

Travel budgets and spending 

• 49% of travellers plan to spend at least CNY25,000 (US$3,444) per trip, with 24% budgeting over CNY50,000 (US$6,890). 

• Luxury spending is highest among travellers from tier one cities, with a focus on shopping, fine dining and premium travel experiences. 

• The top travel expenses are accommodation (19%), airfare (17%) and food (16%). 

Travel retail insights 

• 79% of Chinese travellers research shopping before their trip, showcasing a preference for planned purchases. 

• Beauty and skincare products lead duty-free shopping, followed by luxury fashion, watches and fine wine. 

• 61% of travellers are influenced by social media promotions on social platforms such as Xiaohongshu (Little Red Book) and Douyin when shopping at airports. 

• 98% compare duty-free prices online before buying, making competitive pricing and online visibility key factors. 

Digital influence 

• Xiaohongshu is the top platform for travel discovery, followed by Douyin and Ctrip. 

• Social media and influencer marketing play a key role in shaping travel decisions, with 38% of travellers influenced by digital content. 

• Mobile payments dominate purchases, with Alipay and WeChat Pay accounting for 44% of transactions. 

Airport shopping preferences 

• 58% Chinese travellers plan to shop at airports before departure. 

• Beauty (23%) and fashion accessories (17%) are the most popular duty-free categories. 

• 98% compare duty-free prices with online platforms, emphasising the need for clear pricing and digital engagement. 

China Trading Desk CEO and Founder Subramania Bhatt commented: “As China’s outbound travel market surpasses pre-pandemic levels, travel retail is experiencing a digital transformation with heightened awareness and demand for exclusive products from travellers.  

“Luxury brands, duty-free stores and global travel retailers must adapt to the digital-first, high-spending Chinese traveller, whose tastes have changed since 2019.  

“The businesses that invest in omnichannel experiences, short-form content marketing and seamless payment integration will be the biggest winners in 2025’s travel retail boom.”