Beyond borders: Gen Z fuels China’s outbound revival

After several years of shifting travel dynamics, Chinese outbound tourism is once again setting the pace for the global market, driving not only destinations but also consumer trends and cultural experiences. Understanding what these travelers are seeking is essential for airlines, airports, brands, and tour operators aiming to connect with an increasingly diverse and sophisticated audience. Chinese traveler motivations range from tasting new cuisines and exploring unfamiliar landscapes to witnessing or even participating in cultural traditions. Beyond breaking routine and finding spaces to disconnect, they seek experiences different from everyday life, especially trending activities such as concerts, festivals, and guided nature tours. Gastronomy is also evolving: today’s travelers expect not only convenience but also exclusive culinary experiences that reflect local culture without losing international standards. Factors shaping the travel experience When choosing a destination, Chinese tourists are increasingly influenced by digital media, which have gained significant relevance. User-generated content (UGC) influence grew 5% for short-haul and 1% for long-haul travel from 2023 to 2024, according to Trip.com Group analysis, confirming its influence not only in destination choice but also in itinerary and shopping decisions during the trip. Added to this is the growth of livestreams (2% for short-haul, 1% for long-haul over the same period), reinforcing their role as discovery channels for products, particularly accommodations, experiences, and duty-free shopping. In contrast, traditional travel guide videos declined (-3% short-haul, -2% long-haul from 2023 to 2024), highlighting a clear shift toward more agile formats such as short clips, reviews, and interactive Q&A sessions. Additionally, according to McKinsey’s “The evolution of the travel experiences market” report (September 2024), 52% of Gen Z say they spend on experiences, compared with only 29% of baby boomers. Moreover, Gen Z travelers say they try to save on flights, local transportation, shopping, and food before cutting back on experiences. Mixed recovery patterns across destinations According to Trip.com Group booking data for summer 2025 (June through August), Japan, South Korea, and Malaysia were the top three choices, reflecting a preference for cultural familiarity, short-haul convenience, and vibrant shopping experiences. Chinese outbound tourism rebounded strongly this summer, with nearby Asian destinations leading the trend. However, recovery patterns vary significantly by region. While June 2025 bookings showed year-on-year increases of 25% for the U.S. and 28% for Western Europe. Recovery of individual leisure travel to the U.S. has been relatively slow due to political factors, according to the analysis. This has made some Chinese tourists more cautious about visiting the U.S., even as airports and retailers heavily invest in premium activations at hubs like JFK and LAX. Europe and the U.S. maintain their appeal as aspirational long-haul destinations, underscoring the complexity of Chinese travel demand and its implications for the global luxury retail sector. The top 10 international destinations for Chinese travelers between June and August 2025 were: 1. Japan 2. South Korea 3. Malaysia 4. Thailand 5. Hong Kong 6. United States 7. United Kingdom 8. Singapore 9. France 10. Australia Airport choice reflects convenience and experience For long-haul flights, airport preferences reveal much about travelers’ priorities. For Chinese tourists heading to Europe, London Heathrow, Paris Charles de Gaulle, and Frankfurt remain the favorite gateways, according to Trip.com Group data. Beyond connectivity, these hubs combine extensive route networks with premium lounges, diverse dining options, and expansive duty-free shopping. Efficiency also matters: smooth immigration procedures and well-designed terminals are increasingly valued by Chinese travelers seeking stress-free transit. On routes to the Americas, New York’s JFK, Los Angeles’ LAX, and Dubai International stand out. While JFK and LAX are the main entry points to the U.S., Dubai’s role as a global connector makes it a strategic hub for Chinese tourists seeking flexible itineraries and smoother links to both North and South America. These choices show that airports are no longer just points of access but integral components of the travel experience, even influencing spending decisions before travelers reach their final destinations. The airport as a luxury retail platform Global airport retail is expanding rapidly, with a compound annual growth rate of 11.2% projected from 2025 to 2035, according to Trip.com Group analysis. This boom is fueled by rising air traffic and the transformation of airports into shopping destinations. Duty-free classics — liquor, tobacco, fragrances, and cosmetics — continue to lead sales. However, luxury goods, from haute couture to jewelry and accessories, have taken center stage in commercial strategies, especially targeting high-spending Chinese travelers. Looking at age groups, travelers between 25 and 34, a young segment with strong purchasing power, drive demand through early planning, mainly influenced by digital media. Meanwhile, those aged 35 to 44 have greater spending capacity, making premium spaces such as VIP lounges strategic touchpoints to influence their consumption decisions. Airport shopping habits Two clear trends emerge from Trip.com Group data. Firstly, short-haul travelers tend to book with less anticipation (1–2 months), creating opportunities for real-time bidding strategies, flash sales, and geolocated retargeting close to departure dates. Second, long-haul travelers plan further in advance (1–2 months), requiring earlier awareness campaigns. In this context, dynamic creatives and urgency-driven messages such as countdown promotions help capitalize on short-haul spontaneity. At the same time, impulse shopping, historically tied to airport retail, is now amplified through digital integration: from mobile notifications to terminal screen offers, all supported by frictionless payment systems like Alipay and WeChat Pay. The result is a seamless, highly personalized experience aligned with Chinese travelers’ expectations of convenience. Chinese tourists in Europe and the U.S. allocate a significant share of their budgets to shopping, with luxury making up a substantial portion. High-spending travelers show particular interest in exclusive products, limited editions, and artisanal items that are not easily available at home. Duty-free stores are evolving into immersive luxury brand spaces, designed to deliver distinctive and innovative experiences for international travelers. From limited edition collections and celebrity collaborations to interactive exhibits for product launches such as Prada’s Luna Rossa Ocean presentation at World Duty Free in London Heathrow, these initiatives highlight how airports are becoming strategic engagement platforms for luxury. For brands, airports represent high-conversion environments. Travelers are a captive audience, with free time and a strong impulse to shop, making airport activations powerful sales drivers. Skincare and cosmetics continue to show steady growth (2% short-haul, 1% long-haul), according to Trip.com Group data, reinforcing the importance of immersive content such as tutorials and influencer recommendations, both on digital platforms and within airports. In contrast, fashion and accessories show a slight decline (-2% short-haul), reflecting a shift in shopping preferences and suggesting that beauty and fragrance collaborations currently deliver a more attractive return than those focused on fashion. Luxury retail highlights in Europe and the US Once outside the airport, spending patterns differ between the two markets: In Europe, iconic maisons such as Louis Vuitton, Chanel, Gucci, and Hermès dominate Chinese shopping lists. These labels’ flagship stores in Paris, Milan, and London are not only retail destinations but also cultural landmarks blending tourism and prestige consumption. The picture is somewhat different in the U.S. Luxury jewelry brands like Tiffany & Co., American icons such as Coach, and premium electronics from Apple attract significant attention. Shopping districts like Fifth Avenue in New York and Rodeo Drive in Los Angeles remain pilgrimage sites for Chinese visitors, underscoring that shopping is a central activity rather than a secondary attraction. The motivations go beyond products: prestige, quality, and exclusivity remain key drivers. Owning a luxury item from a European maison or a well-established U.S. brand represents social status, while craftsmanship and design reflect a growing appreciation for quality. Increasingly, travelers also seek personalized experiences, from private shopping sessions to exclusive product launches, as part of their luxury journey. Political factors such as tensions between Washington and Beijing have made some Chinese tourists more cautious about visiting the U.S., even as airports and retailers heavily invest in premium activations at hubs like JFK and LAX. Europe, by contrast, benefits from stronger cultural ties, a perception of prestige, and a wider range of luxury experiences. Meanwhile, nearby Asian destinations such as Japan and South Korea are capitalizing on short-haul demand, focusing on categories like K-beauty, technology, and pop culture-related retail. What stands out is how airports, retailers, and luxury brands are adapting to meet the expectations of one of the world’s most influential consumer groups. From airport pop-ups and digital activations to luxury shopping on Fifth Avenue or Avenue Montaigne, travel is increasingly defined as much by commerce as by culture. As Europe consolidates its leadership and the U.S. seeks to regain ground amid political headwinds, the race to capture Chinese luxury spending continues. For brands, the message is clear: the future of travel retail lies in omnichannel strategies, personalized experiences, and a deep understanding of the geopolitical context shaping consumer demand. This is an opinion piece by Humphrey Ho, CEO of Helios & Partners, a capital enterprise focused on Consumer Ecosystem Investing — an approach that fuses equity, marketing, and operational transformation to accelerate brand growth. With over 20 years of global experience in equity management, entrepreneurship, and consumer marketing, Humphrey helps companies thrive at the intersection of strategy and storytelling. The views expressed in this article are those of the author and do not necessarily reflect the editorial position of Jing Daily.

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Beyond borders: Gen Z fuels China’s outbound revival