China’s Summer 2025 Travel Season: Outbound Demand, Digital Trends, and Market Shifts

As the 2025 summer travel season kicks off in China, the outbound travel landscape is witnessing an impressive revival, underscoring the nation’s post-pandemic appetite for global exploration. With over 600 million domestic journeys projected and outbound travel nearing pre-pandemic peaks, the season reveals not only a statistical rebound but a profound shift in traveller behaviours, preferences, and planning styles.

This article is based on a synthesis of insights from multiple sources, including the 2025 Summer Travel Trends Report by Tongcheng Travel, industry commentary from Aviation New Retail and Luhang International Cruises (via WeChat), and reporting by The Paper (Pengpai News), offering a comprehensive perspective on the evolving landscape of China’s outbound travel this summer.

A Nation on the Move: Demand for Spontaneity, Scale and First-Time Flyers

July 1 marked the official start of the 2025 summer holiday travel period, triggering a sharp spike in ticket bookings across train and air travel platforms. A travel platform, both rail and flight bookings surged after ticket sales opened on June 17. Airlines and high-speed rail operators swiftly increased capacity in anticipation of high volumes.

One standout metric: approximately six million Chinese passengers are expected to fly for the first time during this summer travel period. This presents a significant opportunity for airports and airlines to refine onboarding services and customer education, particularly for newcomers unfamiliar with airport procedures or international travel norms.

Family and Student Travellers Take the Lead

The family travel segment remains the dominant force this summer. Nearly 35% of all domestic flights involve parents travelling with children, while on international routes, the share of family travel stands at 23%, both representing increases compared to 2024.

Travel peaks for family segments are projected between mid-July and mid-August, forming a clear seasonal bell curve. Meanwhile, university students and young travellers aged 18 to 26 represent over 33% of international air travellers, with much of this surge attributed to students returning for or beginning overseas studies.

Southeast Asia and North Asia Dominate Travel Maps

Outbound Chinese tourism in 2025 continues to favour nearby, visa-friendly destinations. Japan, South Korea, Thailand, Malaysia and Singapore remain the top five most searched and booked destinations. Routes from Shanghai, Beijing, Guangzhou and Shenzhen to cities such as Tokyo, Osaka, Seoul, Kuala Lumpur, and Jeju Island have seen a significant uptick in popularity compared to the same period last year.

Particularly notable are:

• Guangzhou–Seoul: Significant increase in traffic volume year-on-year.

• Shanghai–Jeju Island: Booking volumes have surged, especially among Gen Z travellers seeking short-haul island holidays.

• Vietnam routes, including Ho Chi Minh City, are also seeing renewed interest, driven by affordable costs and a growing number of direct flights.

Cruising into the Mainstream: A 60% Surge in Bookings

Cruise holidays, once a niche luxury, have become one of the fastest-growing outbound formats this summer. Data from online travel agencies show that cruise bookings are up more than 60% year-on-year, with long-haul itineraries such as the Mediterranean and Japan experiencing booking growth over 100%.

Post-pandemic pent-up demand and the return of major vessels like the MSC Bellissima and AIDA Mediterranea are fuelling this trend. Notably, themed cruises—like cosplay cruises for younger audiences—have attracted new demographics. Cruise travel is now seen not just to explore multiple destinations conveniently but also as an immersive, all-in-one entertainment experience.

Affordability Meets Aspirational Travel

According to the CTD’s latest China Outbound Travel Sentiment, Chinese travellers remain notably value-conscious despite growing demand for outbound holidays. Economic considerations continue to rank highest among decision-making factors, with 23% of respondents citing affordability as their primary concern.

However, frugality does not come at the expense of comfort. The survey reveals that 68% of travellers now prefer four-star hotels or above, reflecting a growing trend towards what can be described as value-conscious luxury. Additionally, a significant share of respondents plan to spend over 25,000 RMB on a single outbound trip.

Digital-First Planning and Peer Influence

The digital ecosystem continues to shape Chinese travel decisions. Platforms like Xiaohongshu (RedNote), Douyin (TikTok China), and Ctrip remain crucial tools for trip inspiration and planning. According to CTD’s 2025 Q2 report, over 78% of outbound travellers research shopping and travel information before departure, demonstrating the deeply embedded habit of pre-trip digital research.

Unlocking Growth in China’s Outbound Travel Market

The 2025 summer travel season marks a turning point for China’s outbound market. From first-time flyers to Gen Z explorers and luxury seekers, Chinese travellers are reshaping global tourism with spontaneity, digital habits, and rising expectations.

For tailored marketing strategies and platform-specific advertising solutions to reach Chinese outbound travellers this summer, contact China Trading Desk HERE .