China Trading Desk highlights top trends for Chinese travelers

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By GTR Magazine Editor

Published April 1, 2025

Luxury travel preferences, digital influence, and higher spending are top trends among Chinese travelers, according to China Trading Desk as the market research firm releases its latest China Outbound Travel Sentiment Survey for Q1 2025.

As Chinese travelers return to overseas travel in greater numbers in 2025, global travel retailers are preparing for a fresh wave of high-spending Chinese shoppers. According to the latest insights from China Trading Desk, 28% of Chinese tourists now budget over ¥50,000 (close to US$6,900) per trip, significantly outspending general travelers. A majority (58%) of Chinese travelers have the intent to shop before boarding in the airport, while 28% are undecided – a clear opportunity for targeted promotions or in-store engagement to convert potential shoppers.

According to the report, this return of higher-spending Chinese travel retail consumers, with strong intent to shop, is reshaping the luxury and duty-free sectors at Asia’s top airport destinations, driving airport purchases, digital-first shopping behavior, and increased demand for exclusive in-store experiences.

After years of pandemic-related disruptions, China’s outbound tourism sector is making a strong comeback, with projections exceeding 155 million international trips in 2025, surpassing pre-pandemic levels. According to the latest China Outbound Travel Sentiment Survey for Q1 2025, 72% of Chinese travelers are planning multiple international trips this year, signaling a long-term shift towards increased mobility and tourism spending on a global scale.

Shorter Planning, More Travel: The Rise of Last-Minute Booking Culture

A defining trend of the latest China Outbound Travel Sentiment Survey is the growing spontaneity in travel planning. The report highlights that 76% of Chinese travelers now book their trips less than a month in advance, up from 73% in Q3 2024 and 74% in Q4 2024. This shift reflects a desire for flexibility, particularly among younger and high-net-worth travelers.

This behavior is reshaping the tourism industry, compelling airlines, hotels, and travel service providers to adjust pricing strategies, optimize last-minute inventory, and enhance

mobile-first booking experiences. Brands that offer flash sales, exclusive last-minute deals, and flexible travel policies are poised to capture a greater share of this market.

Europe Gains Popularity as Thailand Declines in Chinese Travel Rankings

While Southeast Asia (Singapore 17%, Malaysia 12%) remains the dominant region for Chinese outbound travel, the survey reveals an emerging preference for long-haul destinations. Europe (10%) has climbed to the fifth most-preferred destination, surpassing Thailand, which fell from fourth place in Q4 2024 to seventh in Q1 2025.

Chinese travelers remain highly engaged in airport shopping, with 61% likely to purchase duty-free products after seeing a social media promotion. Price promotions and free gifts (36%), followed by tastings and samplings (27%) are the strongest incentives for engagement at the airport.

Highlighted travel budgets and spending habits include:

49% of travelers plan to spend at least ¥25,000 per trip, with 24% budgeting over ¥50,000, highlighting a rise in high-value spending.

Luxury spending remains strong among Tier 1 city travelers, with luxury shopping, fine dining, and experiential travel experiences prioritized.

Food (16%), accommodation (19%), and air tickets (17%) are the top travel expenses.

Shopping & Travel Retail Insights

• 79% of Chinese travelers research shopping before reaching their destination, indicating a strong preference for pre-planned shopping experiences.

• Beauty and skincare products dominate duty-free shopping, followed by luxury fashion, watches, and fine wine.

• 61% of travelers are influenced by social media promotions (Xiaohongshu & Douyin) when shopping at airports.

• 98% of travelers compare duty-free prices online before purchasing, making competitive pricing and online visibility essential for brands.

  
  

Digital & Social Media Influence

• Xiaohongshu (Little Red Book) is the top travel discovery platform, followed by Douyin and Ctrip.

• Social media and influencer marketing play a key role in shaping travel decisions, with 38% of travelers influenced by digital content.

• Mobile payments dominate travel purchases, with Alipay and WeChat Pay accounting for 44% of transactions.

  
  

Airport Shopping and Duty-Free Preferences

• 58% of Chinese travelers plan to shop at airports before boarding.

• Beauty (23%) and fashion accessories (17%) remain the top duty-free categories, with price discounts and product authenticity as the main purchase motivators.

• 98% of travelers compare duty-free prices with online platforms, reinforcing the need for transparent pricing and digital engagement.

  
  

Subramania Bhatt, CEO and founder of China Trading Desk, commented, “As China’s outbound travel market surpasses pre-pandemic levels, travel retail is experiencing a digital transformation with heightened awareness and demand for exclusive products from travelers.

“Luxury brands, duty-free stores, and global travel retailers must adapt to the digital-first, high-spending Chinese traveler, whose tastes have changed since 2019. 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.”