A Milestone for China’s Outbound Tourism
The 2024 Mayday holiday marked a major milestone in China’s post-pandemic outbound travel recovery. With 1.897 million Chinese travellers venturing abroad, international travel reached new heights, signalling a strong rebound in consumer confidence. The surge in outbound trips fuelled tourism economies worldwide, with Chinese visitors traveling to 1,035 global cities, contributing significantly to international spending. As one of China’s top three Golden Week holidays, Mayday has long been a critical period for outbound tourism, offering insights into broader travel trends.
This year’s holiday saw a whirlwind of favourable conditions. The resumption of international flights, easing of visa policies, and strong demand for leisure travel created an environment where both travel volume and spending surged. This was the first Mayday holiday since the pandemic where outbound travel witnessed significant growth in both traveller numbers and expenditure, setting the stage for an even stronger 2025.
2024 Mayday Outbound Travel Review
Short-Haul Destinations: Japan and Southeast Asia Dominate
Among the most popular outbound travel choices, short-haul destinations emerged as the clear winners. Japan led the rankings, benefiting from a historically weak yen, which dropped to a 31-year low against the RMB, making the country even more appealing for Chinese tourists. Shopping played a significant role in drawing visitors to Japan, with Tokyo and Osaka experiencing unprecedented surges in tourist numbers. Southeast Asia also remained a favourite among Chinese travellers, with cities such as Bangkok, Kuala Lumpur, Phuket, Singapore, Seoul, and Ho Chi Minh City ranking among the top ten most-visited locations. The appeal of these destinations lay not only in their proximity but also in their affordability, favourable entry policies, and diverse tourism offerings.
Mid- to Long-Haul Destinations: Growth in Niche Travel
While short-haul trips were dominant, long-haul travel saw steady growth, with experience-driven tourism emerging as a key trend. European destinations such as France’s Burgundy region, Switzerland’s Zermatt, Spain, and Italy saw increased demand, particularly among travellers seeking in-depth cultural and adventure experiences. The Middle East and Africa also gained momentum, with countries like Dubai, the UAE, and Saudi Arabia experiencing a threefold increase in Chinese visitors, largely driven by new visa policies and growing business ties. Additionally, Australia and New Zealand saw a rise in Chinese family travellers looking to explore natural landscapes, with visa application volumes increasing substantially compared to previous years.
Who Was Traveling and How?
Outbound travel during Mayday 2024 was largely driven by younger demographics, with 88% of travellers belonging to the millennial and Gen Z age groups. Among them, Gen Z (those born in the 1990s and early 2000s) made up 40%, while millennials (born in the 1980s) accounted for 43%. Women played a dominant role, making up 62% of all outbound travellers. Major departure cities included Beijing, Shanghai, Guangzhou, Chengdu, Nanjing, and Shenzhen, reaffirming that China’s key economic hubs remain at the heart of outbound travel demand.
An interesting shift in traveller behaviour was the rise of solo travellers, with 24% of outbound tourists choosing to travel alone, an increase of 3% from the previous year. This shift reflected the growing popularity of personalised, independent travel experiences. At the same time, couple travel increased by 5% YoY, while family and friend group travel remained strong, accounting for 30% and 29% of all outbound trips, respectively.
Spending Trends and Shopping Behaviour
The Mayday holiday also reaffirmed the spending power of Chinese travellers, with luxury shopping and duty-free purchases seeing a strong resurgence. On May 1st alone, Hainan’s duty-free stores recorded RMB 1.15 billion in sales, with over 21,300 shoppers spending an average of RMB 5,384 per person. With the yen’s continued depreciation, Japan became a key shopping destination, while European markets faced increasing costs due to a strengthening euro and dollar.
Challenges: Visa Delays and Limited Flight Capacity
Despite strong demand, long-haul travel faced visa processing bottlenecks and flight shortages. While international flight capacity had recovered to 74.2% of 2019 levels, many destinations, particularly in Europe and North America, remained constrained by limited direct flights and slow visa approvals. In contrast, regional destinations such as Japan and South Korea benefited from a near 90% recovery in air connectivity, making them much more accessible for Chinese travellers.
2025 Mayday Outbound Travel Prediction
A Full Recovery on the Horizon
The recovery momentum seen in 2024 suggests that 2025 will be a breakthrough year for China’s outbound travel sector. According to the National Immigration Administration, cross-border traffic grew by 35.1% YoY during the Mayday holiday, with Chinese outbound travellers increasing by 38%. Analysts from CITIC Securities predict that by 2025, international flight capacity will recover to 80-85%, bringing China’s outbound travel sector back to pre-pandemic levels.
With flight capacity increasing and visa policies continuing to improve, 2025 Mayday is expected to surpass 2019’s travel numbers, particularly in key destinations across Southeast Asia, the Middle East, and parts of Europe.
Where Will Chinese Travellers Go?
With the Chinese government extending the 2025 Mayday holiday to 5 days, long-haul destinations are expected to benefit the most. Southeast Asia remains a top choice, with Malaysia extending its visa-free policy until the end of 2025 and destinations like Singapore and Georgia seeing a 100%+ increase in bookings due to relaxed entry requirements. Meanwhile, the Middle East, particularly Dubai and Saudi Arabia, will continue to attract more Chinese tourists as direct flight routes expand.
Shifting Consumer Behaviour: Experience Over Shopping?
Consumer preferences are evolving, with a noticeable shift toward rational spending habits. Data suggests that impulse purchases have declined by 15%, while price-conscious buying has increased by 20%. More Chinese travellers are prioritizing high-value experiences over material purchases, leading to a rise in demand for adventure travel, cultural immersion, and wellness tourism.
Social media continues to play a central role in influencing travel decisions. Over 83% of Chinese travellers rely on platforms like Douyin, Xiaohongshu, and WeChat for trip planning, with 37.9% of Gen Z travellers citing social media advertising as the most influential factor in their travel choices.
The dominance of free independent travel (FIT) is another defining trend. With over 80% of Chinese outbound tourists now preferring independent travel over group tours, flexibility and personalisation are becoming more important than ever.
What This Means for Brands
As outbound travel fully recovers in 2025, businesses looking to capture the Chinese market will need to adapt to evolving consumer preferences. Social media-driven marketing strategies, partnerships with KOLs, and localised digital payment options (WeChat Pay, Alipay, and UnionPay) will be crucial for brands hoping to engage Chinese travellers effectively.
Luxury and duty-free retailers should emphasize personalised shopping experiences, while hospitality and tourism brands must tailor their offerings to meet the growing demand for unique, immersive experiences. By aligning with these trends, businesses can position themselves at the forefront of China’s next outbound travel boom.
China’s outbound travel boom is back! Brands that prioritise digital engagement, KOL partnerships, and seamless payment solutions will win the next wave of Chinese travellers. Ready to elevate your strategy? Connect with China Trading Desk now for expert insights and data-driven solutions!
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