August 2025 China Travel Trends: Celebrity Tourism, Gen Z Road Trips, and Reverse Tourism

Weibo: Celebrity Ambassadors and Safety Concerns

On Weibo, the headline was K-pop star Jennie’s appointment as Seoul’s tourism ambassador, boosting Korea’s bid to attract 30 million visitors by 2025, with 2.6 million Chinese expected in the next four months. At the same time, safety fears in Japan — from tourist assaults to tsunami warnings — stirred heated debate, though arrivals remain strong, with 798,000 Chinese visitors in June spending ¥516 billion. Domestically, Hainan’s International Tourism Island Carnival drew 6.7 million tourists, while “reverse tourism” gained traction as travellers seek laid-back escapes to avoid overcrowding.

Douyin: Gen Z Spontaneity and Spending Power

Douyin trends showcased the rise of spontaneous road trips among Gen Z, who favour freedom and group bonding over rigid itineraries. Equally viral were “girls’ grassland getaways”, driven by horseback riding, photography, and peer-to-peer inspiration. Alongside lifestyle shifts, financial discussions surged after WeChat lowered withdrawal fees, while macroeconomic optimism was evident as China’s GDP grew 5.3% in H1 2025 and more outbound travellers budgeted over ¥50,000 per trip. Youth energy was also visible in viral content of students travelling in groups, reinforcing that the future of outbound tourism is firmly youth-led.

Xiaohongshu: Female-Led Tourism and Travel Fatigue

On Xiaohongshu, female friendship travel remained dominant, reflecting the platform’s aesthetic-driven culture and the fact that women make up 56% of China’s outbound market. Italy also trended, with posts mixing travel inspiration and warnings about petty theft, as Chinese arrivals rose nearly 25% year-on-year. Yet, safety and fatigue surfaced as counterpoints: a Bali speedboat accident that killed two Chinese tourists raised alarm, while many white-collar users admitted that holidays often feel more exhausting than work, signalling demand for shorter, stress-free trips.

Baidu: Rights Protection and “Loser Tourism”

Baidu searches highlighted consumer rights issues, including a luxury tour group stranded in Kunming that prompted authorities to enforce compensation. With only 24% of travellers now choosing guided tours, the episode underscored the popularity of DIY and semi-DIY travel formats. At the same time, “loser tourism” — a light-hearted trend featuring lazy river floats, escalator hikes, and gentle bungee jumps — went viral, reflecting a cultural shift towards humorous, low-pressure experiences. Broader discussions around rail travel and household deposits also pointed to the intersection of lifestyle, finance, and tourism choices.

Zhihu: Families and Business Mobility

Zhihu’s debates centred on family travel dilemmas, with parents worrying that holidays raise children’s “happiness thresholds,” making school readjustment difficult. This mirrors data showing that 60% of summer travellers were family groups. In parallel, business travellers discussed their most memorable cities, highlighting China’s role as a powerhouse in corporate mobility — accounting for 25% of global business travel spending and 62% of Asia-Pacific expenditure by mid-2024.