September Travel Trends: From Summer Holiday Signals to Slow and Soulful Journeys

Weibo: Class Awareness and Tourism as Social Commentary

On Weibo, travel emerged as a lens through which social class and national self-image are being examined. A widely shared report highlighted the rise of tiered parent-child travel, now making up 35% of summer trips, a 50% increase year-on-year. From local weekend getaways to African safaris, holidays are increasingly being used to signal socioeconomic status. Weibo users also debated allegations of forced tipping targeting Chinese tourists in Egypt, prompting concerns over international respect and traveller conduct. Japan’s announcement of widespread accommodation taxes sparked further discussion, especially with China remaining its top inbound market. Capping off the conversation was a viral analogy comparing modern tourism to pre-packaged ready meals—convenient and predictable, but lacking originality—underscoring a shared longing for more authentic, soulful travel experiences.

Douyin: Real-Time Romance and Practical Gifting on Qixi Festival

Douyin content for Qixi Festival this week showcased a generational shift in how love is expressed through travel and gifting. Rather than extravagant gestures, couples turned to “30-minute flower deliveries”, shared concert experiences, and affordable luxury substitutes like scented candles and co-branded accessories. These trends reflect the rise of “rational romance”, where experiences that are shared, fast, and emotionally relevant take precedence over expensive items. Livestreams and influencer posts promoted curated travel moments—city getaways, spa dates, and culinary experiences—all designed for immediate consumption and online sharing. The platform reveals a new gifting logic shaped by speed, mutual enjoyment, and digital intimacy, echoing how today’s young consumers view relationships: practical, responsive, and deeply emotional.

Xiaohongshu: Fitness-Fuelled Travel and Slower Explorations

Xiaohongshu users are reshaping the definition of luxury by weaving fitness and mindfulness into their travel habits. Searches for “hotel gym” rose by 20% year-on-year, with users documenting yoga sessions, early-morning runs, and gym selfies overlooking scenic views. This signals a growing expectation that wellness should be embedded in travel experiences, especially among Gen Z and millennial professionals. Meanwhile, a solo traveller’s train journey from Beijing to Paris captivated audiences, fuelling fantasies of slow, immersive travel that prioritises the journey over the destination. The platform continues to promote an aesthetic of intentional exploration—from boutique stays and local food markets to digital detoxes—catering to travellers who seek more than just sightseeing: they’re chasing self-discovery.

Baidu: Search Trends Reflect Destination Risk and Recalibrated Value

Baidu’s keyword trends this week mirrored shifts in risk appetite and travel affordability. Japan remained a focal point, with increased searches following its introduction of an accommodation tax in 42 cities. While seen by some as a step towards sustainable tourism, others voiced concerns about rising costs. At the same time, interest in travel to the United States continued to decline, with users citing high expenses, political friction, and the $250 “visa integrity fee” as deterrents. In contrast, Japan, Taiwan, and South Korea retained popularity due to their proximity, cultural affinity, and ease of entry. Notably, queries related to “Europe by train” surged after viral Xiaohongshu posts, reflecting a growing curiosity about slower, meaningful cross-border journeys that offer both comfort and story-worthy moments.

Zhihu: Cross-Cultural Comparisons Reveal Traveller Sophistication

Zhihu discussions delved into qualitative comparisons between Japan and Italy, offering insight into how Chinese tourists are redefining destination expectations. One popular thread examined why Japan continues to win favour, citing flawless public transport, spotless streets, and efficient service as evidence of its soft power. Conversely, a contrasting post unpacked the Italian experience, with users praising its art, cuisine, and charm—but lamenting inflexible hotel check-in times, expensive taxis, and the occasional cultural friction. Despite the mixed reviews, official figures show Chinese tourism to Italy rose 5.45% year-on-year, proving that emotional resonance often outweighs practical concerns. The takeaway? Zhihu users are becoming more discerning, weighing operational efficiency against cultural depth when selecting travel destinations.