As China’s outbound trips are projected to reach 155 million in 2025 and over 200 million by 2028, understanding this market is more critical than ever. Our dashboard offers actionable insights to help you tap into this booming market effectively.

Why Use the China Travel Dashboard?

Real-Time Data: Stay updated with the latest travel trends and consumer behaviours.
Comprehensive Insights: Access data from multiple sources, including travel sentiment, arrivals, and spending behaviours.
Actionable Analytics: Turn insights into strategies for marketing and business growth.

How to Get Started

Step 1: Sign Up for Access

Visit the China Travel Dashboard to create an account.
Our team will verify and grant you access shortly.

Step 2: Explore the Dashboard

Once logged in, you will see four main modules, each designed to provide targeted insights:

Travel Sentiment
- Conducted quarterly by China Trading Desk with over 15,000 participants.
- Covers travel aspirations, booking methods, destination activities, and more.
- Updated quarterly (March, June, September, December).
Arrivals
- Real-time travel statistics via VariFlight.
- Includes flight details and monthly airport traffic from China to Hainan and 26 top countries.
- Updated weekly, every Monday.
Tourist Spending
- Insights into tourist spending habits and preferences at destinations.
- Includes data on card usage, duty-free purchases, luxury shopping, and hotel stays.
- Updated bi-monthly or during major holiday seasons.
Tax Refund
- Focuses on tax refund submissions before returning home.
- Provides demographic insights, spending categories, and country comparisons.
- Updated every two months.

Module Breakdown, Best Practices, and Use Cases

Module 1: Travel Sentiment Module

Filter survey responses by demographic and question type.
Identify trends in booking behaviours, preferred activities, and travel motivations.
How to use it effectively:
- Planning: Align your campaign timing with booking behaviours.
- Creative Direction: Tailor ads to travellers' interests and aspirations.
- Audience Segmentation: Refine targeting by demographic and spending behaviours.
- Activation: Leverage insights to optimize channels and messages.
Best Use Cases:
- Design targeted marketing campaigns for different traveller demographics.
- Develop destination-specific experiences based on traveller aspirations.

Module 2: Arrivals Module

Understand flight capacity, passenger estimates, and airport traffic.
Steps to access data:
- Select departure date range (e.g. specific month, next 3 or 6 months, or by quarter).
- Choose the country and city of arrival for detailed insights.
- Review and analyze granular arrival and departure data.
Tip: Use this data to play digital out-of-home (DOOH) campaigns from departure to destination.
Best Use Cases:
- Identify peak travel periods to optimize marketing budgets.
- Plan airport and in-destination advertising strategies effectively.

Module 3: Tourist Spending Module (UnionPay)

Analyze spending behaviours at destinations.
Key filters:
- Time Period: Choose a specific month.
- Location: Select from 26 countries or Hainan Island.
Discover trends in card usage, luxury shopping, duty-free purchases, and hotel preferences.
Best Use Cases:
- Compare spending behaviours across destinations.
- Identify market gaps and refine sales strategies.
- Tailor promotions and offers to align with travellers’ spending preferences.

Module 4: Tax Refund Module (Global Blue)

Deep dive into tax refund data by demographics and spending categories.
Steps to utilize this module:
- Select the month and filter by country (9 available countries).
- Further refine by age, category, cluster, gender, and segmentation.
Use this data to understand trends in tax refund submissions and consumer behaviours.
Best Use Cases:
- Develop targeted promotions for high-spending demographics.
- Optimize retail and service offerings at destinations to enhance tax refund attractiveness.

Conclusion

The China Travel Dashboard is a powerful tool that enables marketers and businesses to gain deep insights into Chinese outbound travellers. With detailed modules covering sentiment, arrivals, spending, and tax refunds, you can craft data-driven strategies that resonate with your target audience. Start exploring today and transform insights into impactful marketing actions!

Overview of Key Sections & Charts in the
Sentiment Analysis Module

Gain deep insights into Chinese outbound traveller trends with our interactive visualizations. Each section of the Sentiment Analysis Module provides a data-driven approach to understanding traveller preferences, behaviours, and market trends.

1. Sentiment Comparison

Interactive line charts for a side-by-side comparison of survey responses across multiple reports.
Apply survey question and answer selection filters to track sentiment changes over time.

2. Bar Chart Comparison

Bar chart analysis of survey trends from the last three quarters.
Compare key sentiment shifts based on your selected survey questions from the Sentiment Comparison section.

3. Demographic Insights of Survey Participants

A dynamic visualization of traveller demographics based on the selected survey question from the Sentiment Comparison section. Data updates automatically based on user selections.

Key Demographic Charts:

Age Distribution: Bar chart representation of different age groups in the latest survey.
Gender Ratio: Pie chart illustrating the gender breakdown of survey participants.
City Tier Distribution: Bar chart analysis of respondents based on their city tier classification.
Household Income: Bar chart displaying income range segmentation among survey participants.
Family Structure: Bar chart showcasing household structures for a deeper understanding of family travel behaviours.

4. Summary Table

A concise data summary featuring insights from the latest survey.
Covers market conditions, traveller profiles, desires, and travel intentions for actionable decision-making.

This structured approach ensures you can quickly analyze key trends and adapt your strategies to align with Chinese traveller expectations. Start exploring now! 🚀

Overview of Key Sections & Charts in the
Tax Refund Module

The Tax Refund Module provides dynamic, data-driven insights into tax-free shopping trends, demographic breakdowns, category spending, and country comparisons. Businesses can use this data to refine marketing strategies and enhance their tax refund offerings. All section data updates dynamically based on the selected month, year, and region to provide the most relevant insights.

Section 1: Demographics

Gender Distribution: A pie chart displaying the male-to-female ratio of shoppers, available as an overview or filtered by country/region.
Spending by Gender: A bar chart illustrating average spending per shopper based on gender.
Shoppers' Age Breakdown: A bar chart segmenting shoppers by generation to highlight age-based shopping trends.
Spending by Age Group: A bar chart showcasing spending behaviours by generation, providing insights into high-value consumer segments.

Section 2: Category Spending Trends

Cluster: A bar chart categorizing tax refund claims into four spending tiers: lifestyle, premium, luxury, and exclusive.
Spending by Cluster: A bar chart illustrating percentage breakdowns of spending by cluster, helping businesses target the right audience.
Category: A bar chart displaying tax refunds across eight different shopping categories.
Spending by Category: A bar chart analyzing consumer spending percentages across eight categories, providing insights into purchasing behaviours.

Section 3: Country Comparison & Spending Analysis

Country Comparison Chart: A data visualization comparing nine countries based on various criteria such as age, category, cluster, and gender. The default selection is category.

Spend by Country: A bar chart comparing total spending across nine countries, with filtering options based on age, category, cluster, and gender.

Spend Over Time: A line chart tracking spending trends over the past 7 months, allowing users to analyze variations by age, category, cluster and gender (default selection: category).

Why Use the Tax Refund Module?

Analyze demographic trends to refine audience segmentation.
Optimize marketing efforts based on tax refund and spending behaviours.
Compare regional spending trends for data-driven decision-making.
Track category-specific sales to predict upcoming demand patterns.

Stay ahead of consumer shopping behaviours with real-time tax refund data. Start leveraging the Tax Refund Module now! 🚀

Overview of Key Sections & Charts in the
Tourist Spending Module

The Tourist Spending Module provides key insights into Chinese travellers' overseas spending habits, luxury shopping trends, duty-free purchases, and hotel stay preferences. This data-driven approach helps businesses refine marketing strategies and optimize engagement with outbound Chinese tourists. All section's data will update dynamically based on the selected month/year and region

Section 1: Visitor Overview

Total Card Usage: Get a snapshot of total spending activity in the last two months across 26 countries and Hainan Island.
Travel Type Analysis: A half-pie chart categorizing travellers into group tours, business travellers, or independent (DIY) tourists.
Duty-Free Purchases: Overview of duty-free shopping trends across 26 countries and Hainan Island, reflecting real-time spending insights.

Section 2: Demographics

Gender Breakdown: A pie chart showing the gender ratio of overseas tourists based on spending trends.
Age Distribution: A bar chart illustrating spending habits across different age groups, providing insights into demographic spending behaviours.

Section 3: Luxury Spending Trend

Monthly Spending Trends: A line chart analyzing average tourist spending over the last 7 months.
UnionPay Spend Trend: A trend analysis of UnionPay spending across different regions.
Spending by Category: A category-based spending comparison for luxury sectors such as beauty, fashion, jewellery, and watches

Section 4: Luxury Spending Breakdown

Luxury Shopping by Category: A bar chart summarizing spending by category across 26 countries and Hainan Island.
Luxury Spending Per Trip (USD): A bar chart displaying spending ranges for high-end retail purchases.
Beauty Spending (USD): A spending breakdown for cosmetics and skincare products.
Alcohol Spending (USD): A category-specific spending summary for alcoholic beverages.

Section 5: Duty-Free Spending

Duty-Free Expenditures Per Trip (USD): A bar chart summarizing shopping habits.
Average Duty-Free Spend Per Person: A line chart tracking spending habits over the last six months.
Monthly Duty-Free Spending Trends: A trend chart analyzing duty-free expenditures over time.

Section 6: Hotel Stay Trends

Accommodation Spend Per Night: A bar chart tracking lodging expenses across different regions.
Hotel Category Distribution: A pie chart visualizing stays in 3-star, 4-star, and 5-star hotels, including economy options.

Section 7: In-Market Spending Trends Over Time

Category-Specific Monthly Trends: A line chart comparing spending trends across different categories like accommodation, travel type, and luxury shopping.

Section 8: Country Comparison

Comparing Spending Habits Across Regions: A line chart tracking expenditures across 26 countries and Hainan Island, offering comparative insights.

Section 9: Media Usage & Digital Behaviour

Top Source Cities for Media Consumption: A data table showcasing the leading cities where travellers engage with digital content.
Popular Apps Among Travelers: A bar chart ranking the most-used apps by UnionPay Smart users (excluding WeChat, Douyin, and Baidu due to publisher opt-in policies).

Why Use the Tourist Spending Module?

Analyze consumer spending trends across different regions and product categories.
Refine marketing strategies based on real-time data insights.
Identify high-value traveler segments for targeted promotions.
Track seasonal and yearly fluctuations to forecast upcoming trends.

Stay ahead of the market with real-time data on Chinese tourist spending. Start leveraging the Tourist Spending Module today! 🚀

Overview of Key Sections & Charts in the
Arrivals Module

The Arrivals Module provides real-time data and trend analysis on Chinese outbound travel patterns. Gain valuable insights into passenger flow, flight capacity, top destinations, and city-specific data to refine your marketing and business strategies.

Section 1: Chinese Arrivals

1. Arrival Overview

Interactive Map Visualization: Select an arrival city to view estimated passenger volumes.
The map dynamically updates based on user-selected departure dates, arrival countries/regions, or cities.

2. Capacity Vs Booking

Flight capacity vs booking rates displayed in an intuitive funnel chart.
Booking percentages update based on departure and arrival selections to track demand fluctuations.

3. Top 10 Departure Airports

Bar chart visualization ranking the top 10 Chinese departure airports.
View at a macro level or refine insights by departure date, arrival country, or city for targeted analysis.

4. Top 20 Arrival Cities

Bar chart breakdown of the top 20 arrival destinations for Chinese travellers.
View overall rankings or filter data by departure details for in-depth comparisons.

5. Arrivals by Month

The monthly passenger flow analysis is displayed in a bar chart.
Track seasonal travel trends at an aggregate level or customize by departure and arrival selections.

6. Flight Yearly Comparison

Year-over-year (YoY) flight data comparing monthly arrivals from 2019 to 2024 & 2025.
Monitor post-pandemic recovery and forecast upcoming travel trends.

7. Flight Trends by Country

Country-level flight analysis comparing total scheduled seats vs. estimated passenger volumes.
Filter results by departure and arrival selections to track shifts in traveller demand.

Section 2: Chinese Visitors to Hong Kong (Land & Sea)

Left Chart: Monthly comparison of Chinese visitors to Hong Kong from 2023 to 2025 to track growth trends.
Right Chart: Arrival point breakdown showcasing key entry locations for Chinese visitors

Section 3: Chinese Visitors to Macao (Land & Sea)

Left Chart: Monthly trend analysis (2023-2025) of Chinese visitor flows to Macao.
Right Chart: Arrival point distribution, helping businesses understand travel routes and access points.

Why Use the Arrivals Module?

Track market demand and optimize travel-related marketing efforts.
Identify peak travel seasons and adjust advertising campaigns accordingly.
Monitor post-pandemic recovery trends for outbound Chinese travel.
Gain city and country-level insights for strategic planning and resource allocation.

Stay ahead of the competition with real-time Chinese travel data. Start exploring the Arrivals Module! 🚀