Today’s tourists: Spontaneous, digital, luxury-first

China’s outbound tourism is set to exceed 155 million travelers in 2025, surpassing pre-pandemic levels and reshaping global tourism trends, according to new data. This recovery is characterized by traveler preferences for spontaneous bookings, luxury accommodations, and new destinations, which present significant opportunities for luxury brands. China Trading Desk’s Q1 2025 China Outbound Travel Sentiment Survey, based on responses from 15,082 participants, reveals a market increasingly dominated by repeat travelers, with first-time international tourists now accounting for just 38% of outbound travelers, down from 43.8% in Q3 2024. This shift indicates a maturing market where experienced travelers are driving growth and spending. A notable trend is the continued rise of last-minute bookings, with 76% of Chinese travelers now booking their trips less than one month before departure, up from 73% in Q3 2024. This spontaneity extends across demographics, with even high-net-worth individuals embracing flexibility — 70% book within a month of departure. Where Chinese tourists are going in 2025 — and why The destination landscape is evolving significantly, with Singapore (17%), Japan (16%), and South Korea (13%) maintaining their dominance as the top three preferred destinations. However, Thailand has declined, dropping from fourth place in Q4 2024 to seventh place in Q1 2025. The report attributes this shift to safety concerns, including high-profile incidents involving Chinese nationals, and changing preferences among repeat travelers. Meanwhile, European destinations have climbed to fifth place in popularity, particularly among affluent travelers seeking cultural experiences and luxury shopping opportunities. This trend aligns with the growing preference for premium travel experiences across all destinations. Luxury travel demand rises, led by Tier 1 city consumers Luxury preferences are strengthening across the market, with 67% of Chinese travelers now preferring four-star hotels or higher, up from 63.7% in Q3 2024. Nearly half (49%) plan to spend at least 25,000 RMB (approximately $3,500) per trip, with 24% budgeting over 50,000 RMB. This “value-conscious luxury” trend is particularly pronounced among travelers from Tier 1 cities. The survey also confirms the dominant influence of social media platforms in travel planning. Xiaohongshu (also known as RedNote) remains the primary platform for travel inspiration, followed closely by Douyin (China’s TikTok). Traditional travel agencies continue to lose relevance as 55% of travelers prefer independent, self-planned “free and easy” travel, up from 53.1% in Q3 2024. For luxury brands, adapting to a social-first strategy is crucial to capture Chinese travelers’ attention. Digital engagement through authentic user-generated content and influencer partnerships has become essential rather than optional. Shopping and price transparency matter more than ever For luxury retailers and hospitality providers, the survey provides clear insights: be agile in offering last-minute promotions, invest in premium experiences, leverage social media platforms effectively, and ensure competitive pricing across channels. With 79% of Chinese travelers researching shopping opportunities before reaching their destination and 98% comparing duty-free prices online, digital visibility and transparent pricing have become crucial competitive factors. “The businesses that invest in omnichannel experiences, short-form content marketing and seamless payment integration will be the biggest winners in 2025’s travel retail boom,” says Subramania Bhatt, CEO and founder of China Trading Desk. As Chinese outbound tourism expands, the long-term outlook looks promising, with projections suggesting the market will exceed 200 million travelers by 2028.

Today’s tourists: Spontaneous, digital, luxury-first

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Published April 05, 2025

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Today’s tourists: Spontaneous, digital, luxury-first