April 2025 travel trends across China’s top platforms reveal booming domestic tourism, rising safety concerns for Japan and the U.S., and record-breaking demand for short-haul escapes like Thailand and Jeju Island. Douyin spotlights viral 24-hour overseas trips, Xiaohongshu highlights budget adventures, and Baidu sees spikes in safety and travel insurance searches. As outbound travel nears 2019 levels, brands must adapt to a fast-shifting, experience-led travel landscape.

The 2025 Hurun China HNWI Quality of Life Report highlights a major shift among China’s affluent consumers—from material luxury to experience-driven spending. With travel (61%), children’s education (59%), and wellness (54%) topping priorities, younger HNWIs (average age 35) now favour private jets, cultural tourism, digital collectables, and luxury SUVs. As high-end alcohol and gifting trends evolve, brands must embrace empathy, personalisation, and cross-border lifestyle of

2025 marks a pivotal inflection point in global tourism — and Chinese travellers are once again leading the charge. After years of pandemic disruption, China’s outbound travel market is not just recovering, it’s accelerating toward a new horizon: 200 million international trips by 2028.

According to market research firm, China Trading Desk‘s latest China Outbound Travel Sentiment Survey for Q1 2025, a majority (58%) of Chinese travellers have the intent to shop before boarding in the airport, while 28% are undecided – a clear opportunity for targeted promotions or in-store engagement to convert potential shoppers.

Risk Alert for Chinese Tourists Traveling to the U.S. Due to escalating tensions in China-U.S. trade relations and rising safety concerns within the U.S., the Ministry of Culture and Tourism has advised Chinese citizens to carefully assess risks before travelling to the United States. According to China Trading Desk’s forecast, approximately 819,000 Chinese visitors are expected to travel to the U.S. in the next six months.

As China’s Gen Z navigates a world of uncertainty, emotional resilience has become the new currency. From self-soothing shopping and micro-communities to soft rebellion at work and emotional detachment from family norms, youth are redefining lifestyle choices not through status—but through self-care. In this emotional economy, brands that offer genuine resonance, like Huawei’s storytelling-led FreeBuds Pro 4 campaign, are emerging as trusted companions, not just product provi

Luxury handbags in China are not just status symbols—they’re cultural markers, emotional companions, and digital conversation starters. From

The Chinese government has issued warnings to its citizens about travel to the US amid ongoing tariff wars. The Chinese Ministry of Culture and Tourism on April 9 reminded its citizens to assess travel risks amid “deterioration of Sino-US economic and trade relations and the domestic security situation in the US”.

China’s Embassy in Japan Issues Travel Safety Alert The Chinese Embassy in Japan warns of increased risks for tourists including telecom fra