By Dermot Davitt
Published Jan 8, 2025
CHINA. Of Chinese outbound travellers in 2024, some 40% were making an international trip for the first time, a figure that has big implications for travel retailers in Asia Pacific and beyond. That’s according to digital marketing specialist China Trading Desk’s latest Travel Sentiment Survey, which covers Q4 2024.
The company said the influx of first-time travellers “presents both an unprecedented opportunity and a unique challenge for travel retailers looking to capitalise on the world’s largest outbound tourism market in 2025”.
Highlights from the China Outbound Travel Sentiment Survey appear below.
First-time traveller profiles
The demographic composition of first-time travellers offers insights into their purchasing behaviours and motivations, said China Trading Desk. They are:
Young, urban and online: Many are 18–29 years old, hail from Tier 1 and Tier 2 cities and rely heavily on social media platforms such as Xiaohongshu and Douyin for inspiration and guidance.
Budget-conscious but aspirational: Many are middle-income earners, with a household income over RMB10,000 (US$1,366) per month, leading them to “prioritise affordability while still aspiring to indulge in shopping and experiences that reflect international travel”.
Shopping-centric travellers: Shopping remains a critical component of their travel experience. In Q4 2024, 77.8% of travellers researched shopping activities before departure and nearly 23% highlighted shopping as a key purpose of their trip.
Shopping drivers
The shopping habits of first-time travellers reflect a mix of excitement, curiosity and the desire to make their trips memorable, said China Trading Desk.
1.Gifting culture:
Over 25% cited ‘buying for family and friends’ as a primary motivation for luxury purchases.
Sensitivity and value perception:
Competitive pricing, tax-free shopping and discounts remain major draws for first-time travellers, according to the research. In Q4, 46% of travellers named affordability as a top consideration, highlighting the importance of promotions and perceived value in driving sales.
Luxury and exclusivity:
First-time travellers often gravitate toward global luxury brands due to their reputation and the aspirational nature of such purchases, noted the analyst. Over 23% prioritised shopping for luxury goods in destinations like Japan, Singapore, UAE, where tax-free options make luxury items more accessible.
Challenges to address
China Trading Desk noted that catering to first-time travellers also comes with challenges:
Limited travel knowledge:
First-time travellers use shopping experience enhancement tools such as digital wallets and mobile payments (19%), followed closely by WeChat mini-programs (18%), to navigate issues such as duty-free regulations, tax refunds, or product authenticity.
High reliance on mobile payments:
Many first-time travellers prefer digital payment options like Alipay and WeChat Pay, with 43.6% using these platforms while shopping abroad. Retailers must ensure seamless integration of these payment methods, noted China Trading Desk.
Preference for real-time support:
First-time travellers tend to rely heavily on real-time support for decision-making. The main services tourists value the most during overseas shopping are language and customer service (17%), followed by travel and shopping packages (14%) and after-sales service (13%). The physical appeal of cultural events and pop-ups is also an important driver of engagement for 12%.
Implications for travel retail
The rising number of first-time Chinese travellers represents a shift in global travel retail dynamics, according to China Trading Desk:
Increased volume:
With 40% of travellers venturing abroad for the first time, retail locations in airports, shopping malls and tourist districts are poised to see higher footfall and increased demand for guided shopping experiences, said the company.
Destination-specific growth:
Regional favourites like Singapore, Japan and Thailand will continue to benefit from first-time travellers’ comfort with familiar cultural elements, but destinations like the UAE and Australia will also see growth as they market exclusivity and tailored experiences.
Digital innovation as a driver:
As first-time travellers rely heavily on digital tools for research and purchases, integrating technology into the shopping experience will be a “game-changer”. Travel apps such as Ctrip/Qunar (20%), Xiaohongshu (18%) and Douyin (12%) are the preferred channels for outbound trip planning.
“The influx of first-time Chinese travellers in 2024 marks a pivotal moment for global travel retailers. These shoppers bring not only enthusiasm but also specific needs and expectations that require retailers to adapt quickly,” commented China Trading Desk Founder Subramania Bhatt on the demographic insights from the latest survey.
“By combining cultural sensitivity, digital engagement and value-driven promotions, travel retailers can build lasting relationships with this growing demographic, securing their place in the evolving landscape of global tourism. As 2025 starts, the focus on first-time travellers is not just an opportunity but a necessity for travel retailers looking to thrive in this rapidly changing market.”
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