Labour Day 2025 and the Rise of the New Chinese Traveller: Deeper Insights & Market Signals

A Record-Breaking Holiday for Chinese Aviation and Tourism

The 2025 Labour Day holiday marked a major resurgence in China’s outbound travel. According to data from the Civil Aviation Administration, the five-day holiday period saw 11.15 million passenger trips via civil aviation—an 11.8% increase from 2024 and an extraordinary 55.4% jump compared to 2019. Daily passenger volumes averaged 2.23 million, and flight punctuality rates improved to 89%. Significantly, international routes not only recovered but surpassed pre-pandemic levels. Thirteen of the top 20 outbound flight routes exceeded 2019 figures, with key corridors such as Shanghai–Fukuoka and Beijing–Osaka achieving recovery rates of over 200%.

The Rebound of Outbound Travel and Shift in Traveller Profiles

Chinese travellers are not simply returning abroad—they are evolving. First-time international flyers grew sharply, with those aged 19 to 22 increasing by 60% year-on-year. In parallel, the 60–80 age group saw a 40% increase in new bookings. This demographic shift highlights the rise of what many are calling the “New Silver Generation”, a group of retirees who value premium, emotionally meaningful travel experiences over budget-focused packages. These older travellers are increasingly booking high-end accommodation and selecting nature-focused, active itineraries that reflect a desire for freedom and quality over discounts or senior group tours.

Growth Beyond the Metropolises

While residents of Tier 1 cities such as Beijing and Shanghai still dominate travel volume, the most notable growth has come from third-tier cities and county-level areas. Data from Qunar shows that smaller cities are driving a wave of upgraded travel demand, particularly for high-star hotels and international destinations. These consumers are not only travelling more—they’re travelling better, with clear intentions to spend on quality.

Flexible Holidays, Global Reach

The trend of “拼假” (holiday-hacking), where travellers combine public holidays with annual leave, continued to gain traction in 2025. This allowed travellers to extend their trips and explore farther afield. Chinese outbound travellers booked hotels in 1,837 cities globally—an increase of 432 cities compared to 2024. Southeast Asia remained the preferred region due to proximity and visa-free access, but long-haul destinations such as Spain and Australia recorded significant growth. Cruise tourism also surged, with bookings rising by 120%, surpassing 2019 levels by 140%.

Premium Experiences Replace Mass Tourism

As average one-way airfare reached ¥940, a 6% increase from the previous year, consumer willingness to spend remained strong. High-star hotel bookings rose by over 40%, reflecting growing demand for premium travel experiences. More travellers are embracing slower, in-depth exploration of destinations, often preferring bespoke itineraries and flexible independent travel over fixed packages. In addition to better service and amenities, there is also a clear shift in expectations—travellers now demand multilingual support, seamless digital payment options and high-quality accommodation abroad.

Social Platforms Shape Travel Behaviour

Social media continues to play a central role in decision-making and trip inspiration. On Xiaohongshu and Douyin, search volumes for “off-the-beaten-path”, “quiet getaway” keywords rose dramatically. Residents from top-tier cities made up more than 60%, suggesting that “small-town slow living” has become a new premium in the eyes of urban consumers. Influencer travel diaries and real-time updates from scenic counties further fuelled this momentum online.

Retail Tourism and Cross-Border Shopping Rebound

With visa-free agreements and digital tax refund systems streamlining the traveller journey, retail tourism is regaining its shine. The “China Travel + China Shopping” trend accelerated significantly over the holiday. Major shopping destinations such as Osaka, Dubai and Bangkok saw high footfall from Chinese tourists, particularly for categories like beauty, health supplements and luxury fashion. These travellers often research products ahead of time and follow shopping guides shared by KOLs and micro-influencers, blending leisure with targeted consumption abroad.

Cultural Curiosity and Immersive Experiences

Outbound Chinese travellers are showing a growing interest in immersive cultural experiences. Beyond sightseeing, they are engaging in local festivals, culinary workshops and art tours. This shift from sightseeing to participation reflects a deeper cultural curiosity and a desire for emotional connection with the destination. Chinese tourists also increasingly favour destinations offering Chinese-speaking guides and tailored itineraries, a signal that experience personalisation and hospitality localisation are now expected rather than optional.

Conclusion: From Volume to Value

China’s 2025 outbound travel is no longer about scale, it’s about sophistication. From Gen Z first-timers to “New Silver” retirees and third-tier city trendsetters, Chinese travellers are demanding more personalisation, quality, and cultural relevance. The age of generic marketing is over.

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