Trending Now: China's Social Media Highlights #1September-7September#

Douyin

Russia to Trial Visa-Free Entry for Chinese Tourists On 2 September, Russia announced a new visa-free policy for Chinese citizens holding ordinary passports, allowing stays of up to 30 days for business, sightseeing, family visits, and cultural exchanges. This comes amid a sharp rise in Chinese visits to Russia—over 1.03 million trips in 2024, up 209.3% year-on-year. Read more

Consumer Loan Subsidies May Boost Travel Demand From 1 September, China launched a year-long “national subsidy” on consumer loans, offering a 1% annual interest discount. This financial relief could indirectly stimulate outbound tourism by easing upfront costs such as visas, flights, and hotels. For example, a 50,000 RMB travel loan saves 500 RMB in interest, funds that can be redirected into premium experiences. Read more

Xiaohongshu

Family Travel with Parents on the Rise The platform shows a trend of “travelling with parents,” reflecting stronger demand for slow-paced, multi-generational tourism. In summer 2025, parent-child trips accounted for 35% of travel, a 50% increase year-on-year. Read more

Rising Popularity of Grassland Tourism Summer 2025 has seen an 8.28% year-on-year increase in grassland travel, as more Chinese families seek immersive nature experiences. Posts highlight camping, horse-riding, and cultural exchanges on the grasslands. Read more

Qingdao’s Tourist Boom With daily ferry traffic exceeding 20,000 passengers and a single-day record of 121 sailings on 10 August. Visitors are increasingly seeking “see the sea” itineraries and curated experiences. Read more

Baidu

Decline in Chinese Tourism to the US Chinese visits to the US have slumped, down 20% year-on-year in the first seven months of 2025. New hurdles include a $250 “visa integrity fee”, rising travel costs, and heightened political tensions. The decline underscores a broader cooling of enthusiasm for the US market. Read more

Air Safety Concerns Affect Outbound Travel Confidence On 5 September, an Xiamen Airlines flight aborted take-off in Guiyang, causing panic among passengers. Such incidents amplify public anxiety about air safety, a factor influencing outbound confidence. Earlier this year, multiple crises—including missing celebrities and earthquakes—already dampened outbound travel to destinations like Thailand. Read more

Zhihu

Self-Driving vs High-Speed Rail Travel A Zhihu discussion shows 76.7% positive sentiment for self-driving holidays, citing greater flexibility and comfort compared with high-speed rail’s fixed schedules. The popularity of road trips reflects travellers’ growing desire for personalised journeys. Read more

“Lying-Flat” Tourism Gains Ground A shift away from high-intensity “special forces” tourism towards relaxed, hotel-centred “lying-flat” holidays. Tourists increasingly prioritise leisure, wellness, and comfort over fast-paced itineraries. Read more