China’s Xinjiang – an ethnically diverse region that still faces Western sanctions over a slew of human-rights issues – plans to open up to more foreign visitors, as the local government strives to boost tourism and diversify the regional economy.

Why Are Young Chinese Travelling More Often? Reasons include escaping pressure, exploring the unknown, self-expression on social media, and turning travel into a lifestyle. Travel is also seen to rebuild social connections and fight existential anxiety. According to a China Trading Desk, 56% of today’s travellers are young people.

Explore China’s fast-shifting market, from outbound travel and 618 shopping to lifestyle-led drinking and Gen Z trends, all through the lens of our upgraded China Travel Dashboard 3.0.

Weibo highlighted chaotic group tours, youth-led “stall tourism,” and rising demand for offbeat escapes. Douyin captured both tragedy and trend, as sunrise selfies and soaring holiday spending coexisted with sombre headlines. Xiaohongshu turned travel prep into performance, with beauty rituals and social status driving engagement. Baidu revealed a surge in niche destinations like Uzbekistan and Gen Z’s growing love for companion-style trips. Zhihu brought critical depth, fuel

Italy Feels Like a Laid-Back Chinese Countryside An increasing number of Chinese tourists say visiting Italy reminds them of a “relaxed Hunan village.” According to China Trading Desk’s Travel Dashboard, 468,000 Chinese travellers are expected to visit Italy over the next six months—a year-on-year increase of 63,000.

China’s alcohol industry in 2025 is undergoing a profound transformation—from traditional banquets to emotionally driven, highly personalised drinking experiences. Beyond its 6.6% YTD growth, what truly defines the market is a behavioural shift led by Gen Z and Millennials: drinking to self-soothe, express identity, or elevate lifestyle moments. Trends like “mildly tipsy” solo rituals, the rise of DIY home bars, and the explosive popularity of #CityDrink culture reflect how a

China is entering a new phase of global business travel leadership in 2024–2025, with outbound corporate travel by private enterprises surging past pre-pandemic levels—up 144% compared to 2019, according to Trip.com Group’s 2024–2025 Business Travel Market White Paper. Now accounting for 25% of global and 62% of Asia-Pacific business travel spend, China is redefining mobility with a shift toward strategic, decentralised, and experience-led travel. From rising demand for train

An extended period of weak consumer sentiment in China has been taking its toll across many sectors and travel retail did not escape last year. By far the biggest player in the market, China Duty Free Group (CDFG) - part of China Tourism Group Duty Free Corporation (CTG), listed on both the Hong Kong and Shanghai stock exchanges - felt the impact.

The growing spontaneity of travel planning among Chinese outbound travellers has been identified as a 'defining trend' in the latest China Outbound Travel Sentiment Survey for Q1 from China Trading Desk. TRBusiness assesses the indicators and what it means for travel retail in 2025 and beyond.