April Travel Trends Across Chinese Digital Platforms: Safety Alerts, Regional Shifts, and Rebounding Demand

April 2025 marks a complex and evolving period for Chinese outbound and domestic travel. Across key platforms such as Weibo, Douyin, Xiaohongshu, Baidu, and Zhihu, hot topics range from safety concerns to record-breaking domestic mobility. Here’s a platform-by-platform breakdown of what China’s digital audience is saying, searching, and sharing about their latest travel behaviour.

Weibo: Travel Warnings and Rebounds

In early April, Weibo discussions focused on international safety warnings. The Chinese Embassy in Japan issued a travel alert highlighting telecom fraud, traffic risks, and safety issues, especially as Japan prepares for the Osaka Expo. Despite concerns, China Trading Desk estimates 2.12 million Chinese tourists will visit Japan in the next six months. Meanwhile, China’s global travel footprint continues to expand as mutual visa exemption agreements, such as with Samoa, boost the passport’s mobility. Outbound travel is projected to reach 146 million trips this year, nearing 2019 levels.

By mid-April, attention turned to the United States. The Ministry of Culture and Tourism warned travellers of rising safety risks amid strained U.S.–China relations. Yet, 819,000 Chinese visitors are still expected to travel to the U.S. in the next six months. On the domestic front, the Qingming Festival holiday recorded 126 million trips and ¥57.5 billion in tourism revenue, up over 6% YoY. Additionally, the new nationwide “buy-and-refund” departure tax policy was rolled out, allowing tourists to claim refunds instantly at the point of purchase.

Douyin: Earthquakes, Consumer Confidence, and Viral Travel Hacks

Douyin users expressed concern over two major earthquakes: a 6.0+ magnitude quake in Myanmar that killed three Chinese citizens, and a 7.3 magnitude quake in Tonga that raised tsunami fears. While user sentiment remained calm, safety awareness was a recurring theme. Meanwhile, Japan’s updated megaquake risk report projected potential losses of ¥292 trillion and nearly 300,000 casualties, adding urgency to conversations around travel safety.

Consumer confidence continues to climb, with January–February retail sales reaching ¥8.37 trillion, up 4.0% YoY. Travel, transport, and leisure are key beneficiaries of this growth. During Qingming, Douyin highlighted a record 790 million interregional trips. One viral video captured a 24-hour Shanghai–Tokyo round trip featuring food, shopping, and cherry blossom viewing—all in one day. This blend of efficiency and spontaneity reflects how Chinese travellers are adapting to new forms of rapid, experiential travel.

Xiaohongshu: Budget Escapes

On Xiaohongshu, spring travel buzz centred on budget-friendly getaways and seasonal beauty. Thailand, especially Bangkok and Phuket, stood out as a favourite for its laid-back beaches and affordable prices. Posts under the “no worries, just fun” theme reflected renewed enthusiasm for Southeast Asia among younger Chinese travellers.

UK-bound users are adjusting to a visa fee hike set for April. While all categories—from tourism to study and work—will cost more, Oxford Economics predicts that Chinese travel demand and spending in the UK will still recover to pre-pandemic levels.

Japan remained a hotspot, with popular guides featuring spring fireworks and flower festivals in Tokyo and Osaka. Travel agencies are packaging these itineraries with Chinese-speaking guides, appealing to language-conscious tourists.

Jeju Island also trended during Qingming Festival. Covered in cherry blossoms, the Korean island saw a 65% surge in travel bookings, with users sharing scenic photos of flower-filled streets, reinforcing its appeal as a seasonal escape.

Baidu: Safety Searches and Consumption Trends

Baidu search trends echoed the concerns seen on Douyin. Interest in Japan’s megaquake risk spiked in early April, with users actively exploring travel insurance, tour cancellations, and safety guides. These discussions suggest rising consumer awareness around the implications of natural disaster risk for international travel planning.

On the economic front, offline retail is proving a powerful growth engine. Consumption from physical stores rose 14.2% YoY, reinforcing the link between retail recovery and tourism-related sectors like hotels, airlines, and attractions. This aligns with broader signs of revival in discretionary spending.

The national credit registry is also playing a new role in enabling travel. With 1.16 billion Chinese citizens now included, positive credit profiles are unlocking access to easier visa processes, hotel upgrades, and expedited services. Baidu users are searching more for how these “economic ID” advantages can be leveraged to enhance travel convenience and privileges.

Zhihu: Risk Reflection and Economic Underpinnings

Zhihu, known for more analytical and policy-focused discussions, was home to in-depth commentary around U.S. travel risks. The Ministry’s reiterated warning was met with thoughtful responses about geopolitical uncertainty, personal safety, and the ethics of travel in unstable regions. Zhihu users weighed whether alternative destinations might offer greater peace of mind.

From a macroeconomic standpoint, China’s March CPI data drew attention. Prices dipped 0.1% YoY, with food prices dropping 1.4% but service prices seeing slight growth. The trend points to cautious consumer sentiment, although travel and service sector demand remain robust in the face of falling goods prices.