China Trading Desk (CTD) today released its China Outbound Travel Sentiment Survey, Q3 2025, showing the market has moved from rebound to routine: short booking windows persist even as intent and spend stay firm. 78% of travellers still book less than a month out, while 73% expect one to two overseas trips in the next 12 months. Planning remains digital-first, with pre-departure research nudging up to 79%.

As China’s summer travel season draws to a close, online conversations across the country’s leading platforms reveal a deeper evolution in how consumers approach tourism. Whether it’s redefining romance, embracing wellness, or challenging destination perceptions, travel is no longer just a leisure activity—it’s a reflection of identity, class, and modern values. This month’s insights from Weibo, Douyin, Xiaohongshu, Baidu, and Zhihu paint a detailed picture of a travel cultur

China’s He Economy is reshaping digital and lifestyle spending, as men across different age groups drive growth in gaming, e-commerce, finance, and smart living. With 6.34 billion monthly active users spending an average of 168.3 hours online, male consumers are emerging as a powerful force in China’s internet economy. From the rise of the “appearance economy” and short drama consumption among older men to the investment habits and quality-driven purchases of the middle class

China’s silver-haired consumers are becoming a driving force in the country’s digital economy, with more than 160 million seniors online and internet penetration nearing 80%. Once seen as peripheral, older users on Douyin are shaping trends in fashion, health, food, and lifestyle consumption. The article explores how self-care, social interaction, and health needs drive senior shopping behaviour, the gendered patterns influencing product choice, and why comfort, authenticity,

China’s internet advertising market grew to RMB 359.85 billion in H1 2025, up 5.6% year-on-year, as the sector enters a “regulated maturity” phase. QuestMobile’s latest report highlights stronger regulatory oversight, market dominance of Taobao, Douyin, and WeChat, and surging ad spend in lifestyle sectors like beauty and mother-and-baby. Mobile channels remain the core driver, with Xiaohongshu, Kuaishou, and Bilibili gaining traction for targeted campaigns.

China’s 2025 summer outbound travel season marked a strong recovery, with international flights up 9.8% year-on-year and demand surging for Europe, South Asia, and Central Asia. Travellers favoured premium hotels and longer family stays, while students shifted to higher-quality, in-depth trips. Shopping remained central, led by fashion and luxury goods, with cross-border transactions on WeChat Pay increasing by 34%. Top trending destinations included Spain, Austria, Italy, Cr

China’s 2025 “Super Golden Week” is set to ignite record-breaking travel and spending as the National Day and Mid-Autumn Festival combine into an eight-day holiday. In 2024, Golden Week saw 7.6 million border crossings, up 33.2 per cent year on year, while international flights climbed 38.2 per cent. This year demand is even stronger, with bookings already surging for visa-free hotspots in Southeast Asia and long-haul escapes to Europe. Alongside booming outbound tourism, ret

This is not just another think-piece. It’s a do-list for every player in travel retail – airport operators, duty-free retailers, luxury brands, airlines and DMOs. Why? Because the customer has changed. It’s now the She Economy that sets the pace: she researches upstream on RED (Xiaohongshu) and Douyin, compares by reflex, and still wants human help at the point of truth. If your part of the journey can’t show proof in one scan and assistance within ten metres, then you’re l

China’s Q2 2025 business travel market shows steady domestic strength and selective outbound recovery. TMCs cite corporate performance as the top demand driver (4.12/5), but 86% face client budget cuts, pressuring pricing and volumes. Outbound travel grew for 21.12% of travellers, led by foreign firms, while strategic shifts, revenue declines, and policy guidance drove reductions. Location (64.4%) and brand (53.49%) dominate hotel choices; smart hotels remain niche (22.32%).