China’s consumer shift accelerates: Golden Week demand surges, premium travel thrives, seniors and male shoppers rise, and digital ads mature — precision strategies define market success.

China Trading Desk (CTD) has released its China Outbound Travel Sentiment Survey, Q3 2025, showing the market has moved from rebound to routine: short booking windows persist even as intent and spend stay firm.

CHINA. Digital marketing specialist China Trading Desk (CTD) has found China’s outbound travel market is entering a new phase of stability, according to the results of its Q3 Travel Sentiment Survey.

The survey indicates that 78% of travelers still book less than a month out, while 73% expect one to two overseas trips in the next 12 months.

China Trading Desk (CTD) today released its China Outbound Travel Sentiment Survey, Q3 2025, showing the market has moved from rebound to routine: short booking windows persist even as intent and spend stay firm. 78% of travellers still book less than a month out, while 73% expect one to two overseas trips in the next 12 months. Planning remains digital-first, with pre-departure research nudging up to 79%.

From deeply emotional travel motivations to strategic route planning for China’s National Day holiday, netizens across Weibo, Xiaohongshu, Baidu, and Zhihu are diving deep into what travel, ageing, safety, and personality mean in a post-pandemic, price-sensitive world. Here are 10 of the hottest topics shaping China’s consumer outlook:

Young Chinese tourists have been flocking to Nepal, a country renowned for its breathtaking scenery, rich Buddhist history, and reasonable prices. But recent political upheaval has led to a sharp decline in Chinese tourism, a market that had experienced rapid expansion. Nepal’s tourism industry has suffered greatly as a result of the unrest that began in early September and has made many prospective tourists wary.

Chinese tourism to Nepal is set to slump after days of deadly political unrest have left many travellers “scared” to visit, dealing a potentially lasting blow to a country that had been emerging as a trendy travel destination for young Chinese.

As China’s summer travel season draws to a close, online conversations across the country’s leading platforms reveal a deeper evolution in how consumers approach tourism. Whether it’s redefining romance, embracing wellness, or challenging destination perceptions, travel is no longer just a leisure activity—it’s a reflection of identity, class, and modern values. This month’s insights from Weibo, Douyin, Xiaohongshu, Baidu, and Zhihu paint a detailed picture of a travel cultur