China signals: Record travel, Olympic muscle, and brand gains

As China’s longest-ever Spring Festival break begins, the data paints a picture of cautious confidence: domestic and inbound travel are set to shatter records, Chinese sportswear brands achieved unprecedented Olympic visibility at Milan, and accessible heritage brands Tapestry and Ralph Lauren are surging in Greater China with revenue gains exceeding 30%. Record-breaking holiday sets tone for 2026 Market intel: China’s nine-day Spring Festival holiday is triggering a historic travel surge. Domestic trips are polarizing between north for snow and south for sun, while outbound demand is diversifying to long-haul destinations like New Zealand. Simultaneously, inbound travel is surging, with flight bookings up over 400% year-on-year as foreign tourists arrive to experience Chinese New Year firsthand. Shanghai alone recorded 9.36 million inbound visitors in 2025. Market indicator: The holiday underscores China’s dual role in global travel: a massive source market and an increasingly desirable destination. For luxury brands, this means flagship stores in key Chinese cities must cater to both domestic clientele and a growing influx of high-spending international tourists. The travel boom also confirms that experience has become the ultimate luxury currency, whether Chinese travelers seeking aurora views or foreigners participating in cultural workshops. Tapestry and Ralph Lauren write the new comeback playbook Market intel: Tapestry and Ralph Lauren reported exceptional China growth in their latest quarters, with revenue surging 34% and over 30%, respectively. This outperformance in a cautious market stems from a consistent playbook: sustained digital and youth-centric marketing, deep product localization such as Coach’s collaboration with Clot, and clear, accessible brand heritage that resonates with aspirational consumers. Market indicator: The brands prove that consistent identity coupled with granular local execution delivers results in China’s complex market. Their success offers a clear lesson: steady, localized commitment to product, community, and value propositions connect emotionally with pragmatic, younger luxury seekers. Milan marks the coming-of-age moment for Chinese sportswear Market intel: The Milan 2026 Winter Olympics marked a milestone for Chinese sportswear. Brands including Li-Ning, Anta, Peak, and Toread collectively outfitted one in six national delegations — from China and Argentina to Belgium, Serbia, and Ecuador — representing their most prominent global showcase to date. This visibility stems from strategic partnerships with National Olympic Committees, moving beyond domestic marketing to build international credibility on the world's largest sporting stage. Market indicator: This represents a deliberate investment in global brand legitimacy. By outfitting national teams, Chinese sportswear brands borrow equity and signal quality to international audiences. It’s a cost-effective alternative to traditional global advertising, building a foundation for future overseas retail expansion. For Western incumbents, it signals the arrival of sophisticated competitors who understand the value of sports diplomacy.

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China signals: Record travel, Olympic muscle, and brand gains