China Trading Desk has released its Q2 2025 Outbound Traveller Survey, showing strong recovery trajectory, evolving with renewed confidence and discernible shifts in consumer priorities.

Xiaohongshu wants you deep in niche rabbit holes with people who care about the same weird stuff you do. “This isn’t just a slogan change,” says Ashley Dudarenok, “it’s Xiaohongshu cementing its moat against rivals like Douyin.”

After graduating from Fudan University’s prestigious MBA programme this year, Dong Wenxin wants to keep in touch with his fellow students. The 30-year-old figured many former students probably felt the same way – eager to reconnect even when scattered across China.

A growing percentage of Chinese travelers are going abroad for the first time. China Trading Desk's second-quarter survey revealed that 44% of Chinese travelers are making their first international trips, up six percentage points from the previous quarter.

CHINA. China Trading Desk’s latest survey highlights the need for the travel retail sector to rethink its approach, as Chinese travellers become increasingly self-directed and digitally influenced.

As China progresses through mid-2025, the outbound travel market continues to chart a strong recovery trajectory, evolving with renewed confidence and discernible shifts in consumer priorities. That is according to China Trading Desk (CTD) and its latest China Outbound Travel Sentiment Survey for Q2 2025. The survey reflects this ongoing transformation, capturing the “nuanced behaviours and motivations of a market steadily returning to pre-pandemic vibrancy”.

Outbound travel market rebounds, fueled by digitally-savvy newcomers prioritizing value-conscious luxury experiences over traditional status symbols.

As China progresses through mid-2025, the outbound travel market continues to chart a strong recovery trajectory, evolving with renewed confidence and discernible shifts in consumer priorities. That is according to China Trading Desk (CTD) and its latest China Outbound Travel Sentiment Survey for Q2 2025.

China's outbound tourism is back in full swing, but the real shift is in why. people are travelling and how they're deciding where to go, what to book, and what to buy.