China’s October Travel Trends: From Spontaneous Planners to Lifestyle Travellers

Weibo: The Psychology of Travel and the Golden Week Boom

Weibo discussions throughout October reflected a deep interest in personality-driven travel habits. Echoing MBTI theory, China Trading Desk’s data showed 78% of travellers now book within a month of departure, signalling a spontaneous, experience-first mindset. At the same time, friendship-based travel remained dominant, with 29% preferring to go abroad with friends, emphasising emotional connection and shared discovery.

During the National Day Golden Week, Weibo’s trending posts tracked the record-breaking 340 million cross-regional trips. Yet travellers also sought new balance through “reverse tourism” — delaying departures or choosing lesser-known destinations to avoid crowds and rising costs. This shift highlights how Chinese travellers are becoming more strategic, valuing flexibility and authenticity over peak-season prestige.

Douyin: Visualising Consumption and Experiential Growth

Douyin videos captured the return of big-spending travel during the Golden Week super-holiday. Nationwide consumption rose 10% from Labour Day, led by smaller cities and family groups. Short-haul “three-hour travel circles” and mini-group tours surged, reflecting a preference for convenience and immersive leisure rather than traditional sightseeing packages.

Meanwhile, Hong Kong reclaimed its retail crown, drawing 17.8 million mainland visitors between July and August. Female travellers dominated this rebound, driving a 2.4% rise in retail sales and spotlighting travel’s link to fashion, beauty, and wellness consumption. On Douyin, the act of travel became inseparable from shopping — a powerful reminder that consumption itself remains a destination.

Xiaohongshu: Curated Escapes and Feminine Travel Aesthetics

Xiaohongshu emerged as the trend engine for aesthetic and curated travel. In the weeks before National Day, users shared niche outbound itineraries to destinations such as Iceland, Oman, and Singapore, blending exclusivity with comfort. These travel diaries mirrored China’s growing appetite for premium yet meaningful experiences, often designed for small friend groups or solo discovery.

During Golden Week, creators championed Kuala Lumpur and Singapore as ideal “reverse travel” getaways — culturally rich, affordable, and crowd-free. Fashion-focused posts also surged, with European outfit guides inspiring female travellers to blend style and exploration. This content trend underlined how Xiaohongshu’s community treats travel not just as escape, but as a creative extension of personal identity and consumption taste.

Baidu: Data Insights and Destination Momentum

Baidu searches revealed clear patterns in how Chinese travellers are planning and spending. The rise of Datong as a low-cost exit hub underscored the “smart frugal” mindset among younger tourists, who combine value with adventure through government-subsidised flights and charter routes. At the same time, visa-free policies and regional deals are influencing search behaviour — driving rapid shifts in destination interest.

The China–Russia visa exemption policy, for instance, triggered an 80% surge in Moscow searches and 270% in St Petersburg, leading to a 9.1% increase in border crossings. These spikes show how affordability and accessibility can rapidly reshape outbound demand. Meanwhile, Baidu data positioned Gen X and Gen Z as dual consumption powerhouses — one driving financial volume, the other driving cultural influence — together redefining the travel economy.

Zhihu: Reflections on Purpose and Generational Travel

Zhihu users approached travel through reflection rather than impulse, asking what travel truly means amid rising costs and congestion. As Golden Week discussions unfolded, travellers debated whether the national holiday system restricts authentic exploration — with calls for staggered leave to encourage balance. The prevailing sentiment: despite crowds, travel remains essential to self-renewal.

Generational insight dominated Zhihu’s October threads. Elderly travellers now represent 20% of outbound tourists, with many embracing long-haul trips once seen as aspirational. Simultaneously, 70% of outbound travellers are aged 18–34, shaping a two-tier market of “silver wanderers” and “youth explorers.” Both generations, though contrasting in pace and purpose, share one motive — to make travel a defining act of living well.