China’s 2025 travel trends: From joy-seeking to safaris

As summer vacation gets underway, Chinese tourists are returning to domestic and global hotspots in record numbers. This year’s travel season is being defined not only by its scale but by the growing diversity of experiences sought by a more discerning, post-pandemic Chinese consumer. According to Chinese travel firm Tuniu Travel, long-distance domestic trips and short-haul international getaways are driving much of the demand. While group tours remain popular, there’s a growing shift toward independent and self-driving travel — especially among families, who now make up more than 40% of summer bookings. Regions like Shanghai, Beijing, and Sanya remain domestic favorites, while Japan, the Maldives, and Thailand top international wish lists. Pop culture, ‘edutainment’ redefine family travel At the heart of this year’s surge is what local analysts are calling the “joy economy”— a trend fueled by experiences that spark emotion, creativity, and nostalgia. Pop culture-themed attractions such as Pop Mart’s Pop Land — featuring popular IPs like Labubu — and the upcoming Legoland Shanghai are drawing younger audiences and families alike. Concert tourism and IP-driven events are also reshaping travel decisions, blending entertainment with location, according to travel platform Mafengwo. Meanwhile, educational tours are seeing renewed interest, with parents prioritizing cultural depth over checklist tourism. Study-travel bookings in cities like Beijing and Singapore are rising, suggesting that “edutainment” is becoming a central pillar of luxury family travel. Scenic road trips, African safaris gain ground Adventure-led travel is also booming in regions like Xinjiang and Inner Mongolia. The reopening of scenic routes like the famed Duku Highway has sparked renewed interest in RVs, aerial tours, and hiking expeditions — reshaping how domestic tourism is packaged and promoted, local media reports. Further afield, Africa has emerged as an unexpected breakout destination. Led by viral safari content, improved infrastructure, and direct flight options, countries like Morocco, Kenya, and South Africa are witnessing an uptick in Chinese arrivals, according to Trip.com. For the luxury sector, this presents fresh opportunities to craft curated experiences that combine nature, privacy, and cultural discovery. Ultimately, this summer, Chinese consumers are no longer traveling just to check off destinations; they’re seeking layered, emotionally resonant experiences that align with their evolving personal needs. For luxury brands, the opportunity lies in meeting travelers where culture, novelty, and adventure converge. Additional research by William Zhou.

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China’s 2025 travel trends: From joy-seeking to safaris