By Wendy Morley
Published Jan 30, 2025
Chinese outbound travel during the 2025 Lunar New Year holiday is forecast to reach 2.2-2.6 million travelers, marking a 30% increase from 2024 but remaining well below the pre-pandemic peak of 6.3 million, according to research from China Trading Desk.
"Chinese are being more selective about their travel this year. They're looking for value and experiences rather than seeking out location-specific purchases. We're not going to see the heyday of Chinese visiting luxury stores and spending big on handbags due to price differentials," says Subramania Bhatt, CEO of the digital marketing research firm.
The data shows travelers favoring closer destinations, with Japan, Thailand and South Korea emerging as top choices for the eight-day holiday starting January 28. Nearly 75% of bookings are being made last-minute as travelers hunt for better deals.
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