China’s June Travel Trends: Flexible Travel, Emotional Spending, and Global Exploration

Weibo: Short-Distance Travel Surge & Frugal Luxe Mindset

Weibo tracked a major Dragon Boat Festival travel boom, with 687 million trips expected, up 7.7% YoY. Travel was dominated by short-distance, self-driving holidays, boosted by the Children’s Day overlap and a shift toward flexible, mood-driven “P-trooper” itineraries.

Consumer sentiment showed a “frugal yet generous” mindset, young shoppers save strategically but spend on premium skincare during events like the 618 Festival. China’s rising role as a shopping tourism hub was reinforced by visa relaxations and a 180% rise in foreign Alipay use. Notably,New Zealand will grant visa-free entry to Chinese passport holders transiting via Australia from November, expected to attract 163,000 visitors, signalling renewed outbound momentum toward Oceania.

Douyin: Solo & Silver Travel Shape New Tourism Segments

Douyin highlighted booming interest in solo travel, with destinations like Turkey, Russia, and Inner Mongolia appealing to independent young travellers seeking emotional fulfilment and autonomy. Simultaneously, the “silver generation” redefines senior tourism—choosing off-season, self-driven trips rich in culture and comfort over traditional coach packages.

Fashion consumption is likewise driven by emotion and identity. China’s fashion market now exceeds ¥200 billion, led by those aged 26–35 prioritising beauty, wellness, and self-expression. Gen Z consumers favour digital-native, culturally resonant goods, while older buyers value offline quality experiences.

Xiaohongshu: Earthquake Rumours Hit Japan Travel Plans

Image Source: Baidu

Travel sentiment on Xiaohongshu took a hit amid seismic activity in Hokkaido and viral “doomsday” predictions by a manga artist claiming a catastrophic event would strike Japan on 5 July. Since February, China–Japan travel bookings have plummeted, highlighting the power of narrative virality in altering outbound demand.

This platform reflected heightened risk sensitivity among younger travellers. For brands, this underscores the importance of real-time crisis communication, especially in travel and hospitality sectors targeting East Asia.

Baidu: Emotional Economy Meets Outbound Travel Momentum

Image Source: Baidu

Baidu revealed surging emotion-led consumption, especially among Gen Z who favour nostalgic teas and blind boxes. Emotional shopping is forecast to exceed ¥2 trillion by 2025. This aligns with Baidu’s data showing income level remains the key driver of spending, reinforcing the role of policy in lifting domestic demand.

Outbound interest is also strong. During the festival overlap, international travel searches spiked for Osaka, Moscow, and London. Urban travellers increasingly favour 48-hour international dashes, especially to Japan, enabled by ease of access and rich cultural experiences. Separately, Bali emerged as the top graduation trip destination, driven by visa-free access and share-worthy scenery.

Zhihu: Purposeful Travel & Evolving Social Norms

Zhihu users championed the value of solo travel, describing it as a path to self-awareness and cultural empathy. Top outbound destinations include Bangkok, Kuala Lumpur, and Dubai, especially among residents in China’s major cities. These discussions signal a rising desire for introspective, independent travel experiences.

Meanwhile, a shift in official workplace culture emerged as cities like Beijing and Chongqing introduced alcohol bans for civil servants. The move reflects broader societal changes—China’s white liquor industry has declined steadily since 2016 as younger generations and policy alike push for sobriety and professionalism.