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%).

China’s high-net-worth individuals (HNWIs) remain a formidable yet evolving consumer force. Despite a slight decline to 5.13 million households in 2024, their spending power is resilient—48% spend RMB 30,000–69,999 monthly, with 15% exceeding RMB 70,000. Eighty-three per cent seek “consumption upgrading”, balancing exclusivity with low-key discretion. While 77% value luxury as a status marker, many are open to premium domestic alternatives. Travel preferences prioritise safet

China’s fragrance market is evolving rapidly, revealing distinct differences between lower-tier city consumers and CS (Cosmetic Store) channel shoppers. Women dominate nationwide, yet men’s interest is growing in lower-tier markets. Younger consumers are more exploratory, while higher-tier shoppers use fragrance daily and favour international luxury and niche labels. CS channel shoppers stand out for their adaptability, deeper emotional connection to scent, and openness to do

China’s internet marketing landscape is undergoing structural transformation—driven by policy direction, AI innovation, and a digitally fluent consumer base. With advertising spend projected to reach 1.49 trillion RMB by 2026 and short video emerging as a dominant format, the shift from functional messaging to emotionally intelligent, AI-powered marketing is accelerating. Brands must adapt to a new paradigm where relevance, creativity, and personalised experience define engag

China’s baijiu industry in 2025 is transitioning from rapid expansion to strategic consolidation, driven by policy tightening, economic caution, and evolving consumer habits. While leading brands maintain steady growth through scale and digital control, regional and mid-tier players face shrinking margins and weakening demand. E-commerce platforms like JD.com, Tmall, and Douyin are emerging as key battlegrounds. Advertising is shifting toward national media like CCTV and imme

Hainan’s tourism retail sector is undergoing a dramatic transformation—duty-free sales have surged from RMB 16 billion in 2012 to over RMB 309 billion in 2024, a nineteen-fold increase. In 2023, global air travel reached 8.7 billion passengers, with China reclaiming its position as the world’s second-largest aviation market. Drawing on the 2025 White Paper by KPMG China and The Moodie Davitt Report, this article reveals how policy reform, immersive retail design, and Gen Z de

China’s travel landscape remains vibrant as summer approaches its peak. Insights drawn from key platforms — Weibo, Douyin, Xiaohongshu, Baidu, and Zhihu — illustrate the shifting patterns of Chinese travel behaviour, with strong outbound sentiment, evolving digital influence, and a growing preference for value-driven experiences.