China Trading Desk Q1 2025 survey reveals 58% of Chinese travellers intend to shop at airport

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By DFNI Staff Writer

Published April 15, 2025

Luxury travel preferences, digital influence, and higher spending are top trends among Chinese travellers

According to market research firm, China Trading Desk‘s latest China Outbound Travel Sentiment Survey for Q1 2025, a majority (58%) of Chinese travellers 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.

As Chinese travellers return to overseas travel in greater numbers in 2025, global travel retailers are preparing for a fresh wave of high-spending Chinese shoppers. These latest insights also reveal 28% of Chinese tourists now budget over ¥50,000 (US$6,840) per trip, significantly outspending general travellers. The findings show luxury travel preferences, digital influence, and higher spending are top trends among Chinese travellers.

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 behaviour, and increased demand for exclusive in-store experiences.

Chinese Travellers Return to Overseas Travel: How Shifting Trends are Redefining Global Tourism in 2025

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 travellers are planning multiple international trips this year, signalling a long-term shift towards increased mobility and tourism spending on a global scale.

The survey reveals that Chinese travellers are booking more trips, making decisions faster, and prioritising premium experiences, all while being heavily influenced by digital content and social media platforms.

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

A defining trend of the survey for the first quarter of the year and looking ahead, is the growing spontaneity in travel planning. The report highlights that 76% of Chinese travellers 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 travellers.

This behaviour is reshaping the tourism industry, compelling airlines, hotels, and travel service providers to adjust pricing strategies, optimise 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.

Airport Shopping: The Final Opportunity for Beauty, Fashion and Luxury Purchases

Chinese travellers are still 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.

Travel Budgets and Spending Habits

• 49% of travellers 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 travellers, with luxury shopping, fine dining, and experiential travel experiences prioritised.

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

Shopping & Travel Retail Insights

• 79% of Chinese travellers 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 travellers are influenced by social media promotions (Xiaohongshu & Douyin) when shopping at airports.

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

China Trading Desk CEO and founder, Subramania Bhatt said: “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 travellers. Luxury brands, duty-free stores, and global travel retailers must adapt to the digital-first, high-spending Chinese traveller, who’s 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.”