Trending Now: China's Social Media Highlights #22September-28September#

Weibo

National Day Travel Rush Hits Record High Forecasts predict over 340 million cross-regional trips on 1 October, breaking past records. With free expressways and family visits driving demand, early movers have already set off to dodge the crowds. Read more

Chinese Tourists Face Discrimination in Japan After several viral incidents, debate is heating up over whether to avoid Japan altogether. Yet, July 2025 saw 974,500 Mainland Chinese arrivals, the highest monthly figure on record, proving demand remains strong despite reputational risks. Read more

South Korea Rolls Out Visa-Free Entry for Groups From 29 Sept 2025 to 30 June 2026, South Korea will waive visas for Chinese tour groups. Travel orders are up 31% year-on-year, with demand strongest among Millennials and Gen Z from Beijing, Shanghai, and Guangzhou. Read more

Reverse Tourism Emerges as Golden Week Hack Travellers are embracing “off-peak travel" strategies: departing 2–5 October, taking high-speed rail or self-drive, and choosing small-city homestays over internet-famous hotels. Authenticity and affordability take centre stage. Read more

Xiaohongshu

Niche Destinations for Moonlit Holidays With National Day overlapping Mid-Autumn, Xiaohongshu users are spotlighting lesser-known towns and countryside escapes perfect for moon-gazing and avoiding the rush. Read more

European Holiday Outfit Guides Trend Female travellers are sharing seasonal packing and styling tips for Europe. Data shows women now account for 60% of visitors to popular destinations, with fashion-led narratives reshaping outbound travel content. Read more

Baidu

21-Year-Old Missing in Egypt After six days missing in Cairo, a Chinese student was found safe—fueling concern about solo travel. Recent research shows only 9% of outbound tourists choose to travel alone, with most seeking safety in numbers. Read more

Zhihu

Europe’s Must-Visit Destinations, Ranked by Travellers Zhihu discussions split into three camps: city immersion (Paris, Rome, Budapest), island escapes (Mallorca, Tenerife), and road trips (Amalfi Coast strongly recommended). Santorini, while beautiful, is dismissed as “overrated.” Read more