China’s 2025 summer travel season marks a powerful resurgence in outbound tourism, nearing pre-pandemic levels. Over 6 million first-time flyers are expected, with family and student travellers leading the surge. Southeast and North Asia remain top destinations, while cruise bookings have soared 60%, driven by themed and luxury itineraries. Despite economic caution, nearly half of outbound travellers plan to spend over 25,000 RMB, with strong demand for four-star hotels. Digi

Imagine this: A Chinese Gen Z traveller books her ticket to Paris two weeks before departure. She’s already finalised her skincare wish list via Xiaohongshu posts, previewed prices on Ctrip, watched an influencer tour on Douyin – and hasn’t stepped foot into a single store.

The 2025 "618" shopping festival marked a turning point in China’s retail landscape, reflecting rising consumer sophistication, diversified spending, and the shift from discount-driven sales to service-led strategies. Over 92% of consumers participated, with a growing focus on premium goods and convenience. Insights from iiMedia Research show strong engagement, platform differentiation, and increasing trust in brand-owned livestreams. As AI-driven innovation and real-time ret

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.

New Flight Rules: Unsafe Power Banks Banned Starting 28 June, China’s aviation authority has banned passengers from carrying uncertified or recalled power banks on domestic flights, following several mid-air fire incidents. This comes as travel sentiment remains strong, with 69% of Chinese travellers planning 1–2 international trips over the next 12 months.

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.