China’s outbound tourism is booming again, entering a new era of recovery and reinvention in 2024. With 123 million overseas trips last year—a 41% jump from 2023—Chinese travellers are venturing far beyond Hong Kong and Macau to rediscover destinations across Asia, Europe, Oceania, the Americas, and Africa. According to the 2024 China Outbound Tourist Satisfaction Report by the China Tourism Academy, this rebound is not just about numbers—it’s about evolving travel motivations. From...| China Trading Desk
China’s silver-haired consumers are becoming a driving force in the country’s digital economy, with more than 160 million seniors online and internet penetration nearing 80%. Once seen as peripheral, older users on Douyin are shaping trends in fashion, health, food, and lifestyle consumption. The article explores how self-care, social interaction, and health needs drive senior shopping behaviour, the gendered patterns influencing product choice, and why comfort, authenticity, and influenc...| China Trading Desk
China’s internet advertising market grew to RMB 359.85 billion in H1 2025, up 5.6% year-on-year, as the sector enters a “regulated maturity” phase. QuestMobile’s latest report highlights stronger regulatory oversight, market dominance of Taobao, Douyin, and WeChat, and surging ad spend in lifestyle sectors like beauty and mother-and-baby. Mobile channels remain the core driver, with Xiaohongshu, Kuaishou, and Bilibili gaining traction for targeted campaigns.| China Trading Desk
China’s 2025 summer outbound travel season marked a strong recovery, with international flights up 9.8% year-on-year and demand surging for Europe, South Asia, and Central Asia. Travellers favoured premium hotels and longer family stays, while students shifted to higher-quality, in-depth trips. Shopping remained central, led by fashion and luxury goods, with cross-border transactions on WeChat Pay increasing by 34%. Top trending destinations included Spain, Austria, Italy, Croatia, and Tanz...| China Trading Desk
China’s 2025 “Super Golden Week” is set to ignite record-breaking travel and spending as the National Day and Mid-Autumn Festival combine into an eight-day holiday. In 2024, Golden Week saw 7.6 million border crossings, up 33.2 per cent year on year, while international flights climbed 38.2 per cent. This year demand is even stronger, with bookings already surging for visa-free hotspots in Southeast Asia and long-haul escapes to Europe. Alongside booming outbound tourism, retail is also...| China Trading Desk