First-time Chinese travellers ready to hop and shop

READ FULL ARTICLE ON Travel Weekly Asia

By Ian Jarrett

Published Jan 20, 2025

First-time Chinese travellers - mostly young females - are not holding back and are ready to embark on budget-friendly trips to destinations such as Singapore and Japan, the perennial favourites of more seasoned Chinese travellers.

China Trading’s Desk’s Travel Sentiment Survey for Q4 2024 also expects Thailand and Malaysia to become popular with the first-timers, who will balance affordability with immersive experiences, while the UAE and Australia will both see growth as they market exclusivity and tailored experiences.

“The first-timers will be bringing with them different expectations for their travel experience,” says Subramania Bhatt, founder of China Trading Desk, who believes their impact “marks a pivotal moment for global travel retailers”.

China Trading Desk says first-time travellers rely heavily on real-time support for decision-making. The services tourists value the most during overseas shopping are language and customer service, followed by travel and shopping packages and after-sales service.

The physical appeal of cultural events and pop-ups is also an important driver of engagement for many travellers, the survey found.

“These shoppers bring not only enthusiasm but also specific needs and expectations that require retailers to adapt quickly,” says Bhatt.

“By combining cultural sensitivity, digital engagement, and value-driven promotions, travel retailers can build lasting relationships with this growing demographic, securing their place in the evolving landscape of global tourism.”

Other points from the report:

Cautious first-time travellers prioritise safety and affordability. These budget-conscious travellers rely on structured tours and recommendations for their first international ventures.

Significant trust is placed on peer generated content and real-time trip advice from social media platforms such as Xiaohongshu and Douyin.

With 40% of Chinese travellers venturing abroad for the first time, retail locations in airports, shopping malls, and tourist districts are poised to see higher footfall and increased demand for guided shopping experiences.