July Travel Trends in China: Insights from Weibo, Douyin, Xiaohongshu, Baidu and Zhihu

Weibo: New Flight Rules and Collectibles Market Shake-Up

From 28 June, China’s aviation regulator has banned passengers from carrying uncertified or recalled power banks on domestic flights. This move follows recent mid-air fire incidents and underscores a renewed emphasis on safety even as demand for travel rises sharply. Despite these stricter measures, China Trading Desk’s data shows that 69% of Chinese travellers plan one or two international trips over the next 12 months, reflecting strong outbound intent. Elsewhere on Weibo, Pop Mart’s surprise restock of the Labubu blind box collectibles sent shockwaves through the secondary market, with prices plunging from ¥2,800 to below ¥800 overnight — a stark sign of shifting consumer sentiment as speculative hype gives way to more rational purchasing.

Douyin: Budget-Friendly Destinations and Solo Travel Growth

Douyin, China’s leading short video platform, revealed a surge in popularity for affordable, off-the-beaten-path destinations. Surabaya’s rare blue fire volcanoes, Vietnam’s Phu Quoc Island with its budget-friendly beach villas, Georgia’s tranquil mountains, and Sabah’s stunning sunsets featured prominently in user-generated content — offering escapism at attractive prices. Douyin also reflected a continuing post-pandemic rise in solo travel: Switzerland is currently topping the list for Chinese solo adventurers, buoyed by rising incomes and relaxed visa restrictions. Notably, 72% of respondents now plan to visit Europe in 2024, a 10% increase year-on-year, underscoring Europe’s enduring allure.

Xiaohongshu: First-Launch Shopping and the “Debut Economy”

Outbound summer travel from China has risen 60%, reflecting strong seasonal demand alongside a record 1.3 billion domestic trips expected between June and August. Tuniu’s bookings are up 35% year-on-year, and Xiaohongshu trends show beach escapes, mountain retreats and water-play destinations dominating user searches and posts. The platform has become a key space for discovering itineraries and sharing authentic travel experiences, underscoring a broader shift where experiential authenticity is valued over gimmick-heavy brand launches. This momentum complements Xiaohongshu’s evolving “debut economy,” with consumers rewarding destinations and initiatives that blend lifestyle relevance, local character and innovation.

Baidu: Weather Disruptions and Travel Resilience

On Baidu, search activity spiked after Haikou issued a red alert for heavy rain, with nearly 200mm falling in just six hours — a reminder of summer’s unpredictable weather patterns in southern China. Despite this, demand for Hainan travel remains strong, with bookings up 62% and five-star hotel reservations rising by 80% year-on-year. This suggests that high-spending Chinese travellers continue to prioritise premium domestic experiences, undeterred by adverse conditions. Baidu’s search trends also suggest a close link between weather alerts and real-time travel planning, with consumers increasingly consulting online information before adjusting their itineraries.

Zhihu: Graduation Travel and the Rise of Qingdao

Zhihu, known for its thoughtful user discussions, has seen intense debate around graduation travel as a rite of passage. With 58.5% of outbound travellers aged 18–29, younger Chinese see travel as a key milestone marking personal freedom, achievement, and transition. Another hot topic on Zhihu was Qingdao’s rising appeal: praised for its clean air, walkability, and value-for-money accommodation, the coastal city is increasingly positioned as an accessible yet “cool” seaside getaway. Zhihu users highlight Qingdao as embodying the emerging preference for destinations that offer both relaxation and strong lifestyle appeal, complementing a broader trend toward affordable travel without sacrificing quality.