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.

China’s consumer market is accelerating in 2025, from Gen Z-led outbound travel and outdoor ad resurgence to digital-savvy seniors and luxury campaigns on OTT. Hainan’s wellness boom and shifting platform ROI mark a turning point.

Central Asia Emerges as China’s Hot New Outbound Destination China’s outbound travel to Central Asia surged 100% YoY in H1 2025. Destinations like Uzbekistan (orders up 60%) and Kazakhstan (flights up 60%) saw a spike, especially from Urumqi, Beijing, and Xi’an. Visa waivers and group-tour access are boosting appeal, especially among retirees—but young travellers are growing fast.

Big city lights? Too dull, say bright-eyed Chinese travellers who prefer to dream of far-flung locales – areas more likely to drain their life alongside their bank account. And oh, what a thrill.

Teenagers in 2025 have grown up online, with digitized lives that seldom see a day without a screen. Combined with the booming wellness industry, that internet-overload has carved a new generation in search for “digital detox vacations,” with Gen Alpha growing up to be a key target consumer-base for luxury wellness retreats.