2025 Summer Holiday Travel Report: Post-Summary Insights

The 2025 summer travel season concluded successfully on 31 August, marking a period of remarkable recovery and transformation for China’s outbound tourism market. Across aviation, accommodation, retail, and cross-border payment sectors, new consumer trends have emerged that highlight both the scale and sophistication of Chinese travellers’ expectations. This report synthesises the latest available data from airlines, online travel platforms, and mobile payment providers to present a holistic view of this year’s outbound holiday season.

Aviation: Record Growth and Diversification

Between 1 July and 31 August, the number of international routes served by Chinese carriers expanded to 80 countries, with overall international passenger flights increasing by 9.8% year-on-year. Notably, traditional East Asian and Southeast Asian markets remained the backbone of outbound travel demand, but South Asia, Central Asia, and European destinations recorded growth of more than 50% year-on-year. Among individual countries, the Maldives, Switzerland, and Sri Lanka stood out with flight volumes increasing by over 50%, reflecting travellers’ appetite for long-haul, premium experiences.

Another striking development was the expansion of the “first-time flyer” segment, estimated at six million passengers nationwide during the summer. This group was dominated by children, students, and senior citizens, signalling broadening access to international air travel across demographics.

Accommodation: Extended and Upgraded Stays

Hotel booking patterns confirmed a clear pivot towards higher quality experiences. Orders for overseas four-star and above properties increased by 18% year-on-year, with a significant proportion of Chinese tourists opting for longer stays exceeding three nights. This trend suggests a stronger focus on immersion and comfort, particularly among family and group travellers.

Family-oriented travel was especially prominent. Overseas family car rental bookings rose by 77%, with SUVs and MPVs comprising 65% of total orders. Meanwhile, family-friendly tour packages were up by 20% compared with 2024, underlining the enduring demand for flexibility and independence in post-pandemic travel habits.

Student Travellers: Shifting Preferences

The student traveller segment remained highly active, but with a notable shift in consumption behaviour. Students accounted for a rising share of summer departures, yet the once popular “special forces-style” fast-paced itineraries declined in popularity. Instead, demand tilted towards higher-quality, in-depth travel experiences, with average order values increasing by 15.1% year-on-year.

While regional short-haul destinations such as Japan, South Korea, Malaysia, Thailand, and Singapore remained favourites, long-haul destinations saw faster growth. Countries such as Iceland, Austria, Switzerland, Tanzania, and Greece each achieved more than 50% growth year-on-year, highlighting students’ willingness to venture further afield when afforded longer summer breaks.

Retail and Cross-Border Shopping

Tourism and shopping remain tightly intertwined. Surveys indicate that more than 70% of Chinese travellers plan shopping activities, whether through detailed lists or general purchase intentions. Over 50% allocate at least 20% of their travel budget to shopping, and more than 30% devote over one-third of total spending.

Fashion remains the cornerstone of outbound consumption, particularly clothing, bags, jewellery, and watches. WeChat Pay data revealed a 20% year-on-year increase in transactions within fashion-related categories, with Europe seeing 29% growth and Japan and South Korea recording a remarkable 44% surge.

Cross-Border Payments: The Rise of Mobile

One of the most transformative shifts this summer was the rapid adoption of digital payment solutions abroad. The number of overseas merchants supporting WeChat Pay surged by 64% in the first half of 2025, reflecting strong integration efforts across retail, dining, and attractions.

During the summer holiday period alone, cross-border transactions via WeChat Pay increased by 34%, with Malaysia, South Korea, Singapore, Japan, Europe, Australia, and New Zealand leading the growth. Particularly striking was the uptake among small, local businesses. In Singapore, establishments from the heritage hawker centre, Lau Pa Sat, to global icons like Raffles Hotel recorded sharp growth. In Malaysia, the durian speciality store “Durian World” became a showcase for how niche businesses can cater to Chinese visitors through mobile payment adoption. The depth of this adoption is illustrated by Lau Pa Sat, where single-day transaction volumes via WeChat Pay increased fivefold compared with early summer.

Top 10 Trending Outbound Destinations

This summer’s search index rankings highlight a mix of classic favourites and emerging hotspots. The top 10 were: Spain, Austria, Italy, Croatia, France, Tanzania, the United Kingdom, Georgia, Saudi Arabia, and Hungary. Together, they show how Chinese travellers are balancing cultural icons with new adventure and experiential destinations, signalling a broader diversification of outbound tourism.

Conclusion

The 2025 summer holiday season underscored the resilience and dynamism of China’s outbound tourism market. With rising flight capacity, the expansion of mobile payment ecosystems, and a decisive shift towards premium, family-oriented, and experiential travel, this summer has laid a foundation for continued diversification. For global destinations and brands, these insights point to a clear imperative: meet Chinese travellers where they are, both digitally and experientially, while offering the quality and variety that their evolving expectations demand.

To explore how your business can capture these opportunities, get in touch with China Trading Desk today.