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
中国2025年夏季出境游迎来强劲复苏，国际航班同比增长9.8%，欧洲、南亚和中亚需求快速攀升。游客更倾向于高端酒店与更长的家庭住宿，而学生群体则转向更高品质、深度化的旅行体验。购物依旧是核心环节，时尚与奢品消费领跑，其中微信支付跨境交易增长34%。西班牙、奥地利、意大利、克罗地亚和坦桑尼亚跻身热门目的地，凸显中国游客日益多元化与高端化的出行趋势。| China Trading Desk
2025年“超级黄金周”即将引爆旅游与消费市场。今年国庆与中秋重叠，形成长达8天的超长假期。回顾2024年黄金周，出入境人次达到758.9万，同比增长33.2%，国际航班增长38.2%，恢复至2019年的八成水平。今年的出行热度更高，东南亚免签目的地依旧火爆，欧洲、格鲁吉亚等长线新兴目的地快速攀升，旅行社提前半年锁定航班和酒店资源以保证供应。在消费端，节日礼品升级明...| 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
From multi-tiered family vacations and evolving gifting behaviour during Qixi Festival, to viral debates on Japanese tourism and international etiquette—China's netizens are reflecting, reshaping, and reacting to what matters. Here's your 9-topic roundup from Weibo, Douyin, Xiaohongshu, and Zhihu.| China Trading Desk
From healing getaways to cultural clashes abroad, this week’s trending stories across Weibo, Douyin, Xiaohongshu, and Zhihu reveal how Chinese consumers are reshaping travel, lifestyle, and market momentum. Here’s your curated snapshot.| China Trading Desk
Chinese consumers and travellers are back: digital-first, affluent and spontaneous. Platforms like Xiaohongshu and Douyin drive discovery as premium, experience-focused, value-conscious behaviour reshapes engagement in 2025.| China Trading Desk
This August, conversations across China’s leading digital platforms reveal a tourism landscape shaped by youth spontaneity, celebrity-driven campaigns, and evolving attitudes towards safety and relaxation. From Weibo’s policy updates to Douyin’s viral road trips, Xiaohongshu’s female-led getaways, Baidu’s humorous “loser tourism,” and Zhihu’s family concerns, the highlights showcase how emotion, economy, and lifestyle are redefining Chinese travel in 2025.| China Trading Desk
这个八月，中国主要数字平台上的讨论揭示出一个由年轻人的自发性、明星代言的影响力，以及对安全与放松的新态度所塑造的旅游格局。从微博的政策与明星话题，到抖音的自驾潮流、小红书的女性友谊出游，再到百度的“废柴式旅游”与知乎的家庭焦虑，情感、经济与生活方式正在重塑2025年的中国旅游市场。| China Trading Desk
Japan Tourism Surge Amid Tragedy A 55-year-old Chinese tourist was killed on railway tracks in Japan. From Jan–Jun 2025, China ranked 2nd with 4.71M visitors, up 50% YoY, driven by cherry blossom, autumn leaves, and ski seasons.| China Trading Desk
这不仅仅是另一篇思辨文章，而是一份行动清单，面向所有旅游零售相关方——机场运营方、免税零售商、奢华品牌、航空公司和目的地管理机构（DMO）。原因在于：消费者已经改变。如今是“她经济”主导节奏：她会在小红书（RED）和抖音上做前置研究，习惯性进行比价，但在关键时刻仍然需要人工帮助。若你的环节不能在“一次扫码”中提供证明、在“十米之内”提供...| China Trading Desk
This is not just another think-piece. It’s a do-list for every player in travel retail – airport operators, duty-free retailers, luxury brands, airlines and DMOs. Why? Because the customer has changed. It’s now the She Economy that sets the pace: she researches upstream on RED (Xiaohongshu) and Douyin, compares by reflex, and still wants human help at the point of truth. If your part of the journey can’t show proof in one scan and assistance within ten metres, then you’re leaking sa...| China Trading Desk
China’s Q2 2025 business travel market shows steady domestic strength and selective outbound recovery. TMCs cite corporate performance as the top demand driver (4.12/5), but 86% face client budget cuts, pressuring pricing and volumes. Outbound travel grew for 21.12% of travellers, led by foreign firms, while strategic shifts, revenue declines, and policy guidance drove reductions. Location (64.4%) and brand (53.49%) dominate hotel choices; smart hotels remain niche (22.32%). Airfare costs s...| China Trading Desk
2025年第二季度，中国商旅市场呈现稳步发展的态势，国内出行依然强劲，出境出行则保持选择性回升。TMC调查显示，企业经营状况是推动差旅需求的首要因素（4.12/5），但86%的客户正在削减预算，导致价格竞争加剧、出行量下降。21.12%的商务旅客增加了出境频次，外资企业领跑增长；减少出行的主要原因包括战略调整、营收下降及政策指引。酒店选择以地理位置（64.4%）和...| China Trading Desk
中国高净值人群（HNWIs）依然是强大且不断演变的消费力量。尽管2024年数量小幅下降至513万户，但其消费力依然坚挺——48%每月支出在3万至6.9999万元之间，15%每月支出超过7万元。83%的人追求“消费升级”，在保持排他性的同时更趋低调。尽管77%仍将奢侈品视为身份象征，但许多人开始接受优质的本土高端替代品。旅游偏好以安全为先，推动国内游增长，并偏爱日本等安全的...| China Trading Desk
China’s high-net-worth individuals (HNWIs) remain a formidable yet evolving consumer force. Despite a slight decline to 5.13 million households in 2024, their spending power is resilient—48% spend RMB 30,000–69,999 monthly, with 15% exceeding RMB 70,000. Eighty-three per cent seek “consumption upgrading”, balancing exclusivity with low-key discretion. While 77% value luxury as a status marker, many are open to premium domestic alternatives. Travel preferences prioritise safety, boos...| China Trading Desk
In recent years, a fascinating trend has emerged among young Chinese individuals, especially recent university graduates: the growing popularity of cruise journeys to destinations like Vietnam and Japan. These sea voyages are increasingly seen not just as holidays, but as a significant “rite of passage” a symbolic transition into adulthood. This article explores the reasons behind this burgeoning phenomenon and its implications for the travel industry.| China Trading Desk
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Nowadays, KOL marketing is the top priority of brand marketing and product longing is still the core appeal of KOL marketing, but the purpos| China Trading Desk
