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The Spring Festival of 2025 marked a significant turning point for China’s inbound and outbound tourism markets, driven by policy optimizations, visa facilitation, and evolving consumer preferences. This report delves into the key trends, consumer behaviors, and market opportunities observed during the 2025 Spring Festival, offering insights for businesses aiming to capitalize on the growing travel and tourism sector.
The Chinese government’s continuous optimization of visa-free entry and transit policies has significantly boosted inbound tourism. During the 2025 Spring Festival, the National Immigration Administration reported a 22.9% year-on-year increase in foreign entries and exits, totaling 958,000. This growth underscores China’s appeal as a global travel destination, particularly during cultural festivities.
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International travellers seeking immersive cultural experiences contributed to an unprecedented 180% increase in ticket bookings and a 60% surge in hotel reservations compared to 2024. This trend presents major opportunities for hospitality, retail, and entertainment industries.
The Hong Kong-Zhuhai-Macau Bridge, a critical cross-border transportation hub, witnessed an 18.5% increase in passenger traffic, with over 1.017 million crossings. The bridge’s duty-free shops also saw an eightfold surge in food product sales, highlighting its role as a vital channel for cross-border consumption.
Outbound Tourism: Extended Holidays and Experience-Driven Travel
The 2025 Spring Festival featured an extended eight-day holiday from January 28 to February 4, with many office workers taking additional leave, leading to 11 and 13 day travel windows. This rare opportunity significantly boosted long-haul international travel, as Chinese travelers seized the chance for more immersive vacations.
Key Trends in Outbound Tourism
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Short-Haul and Long-Haul Travel Coexist: Short-haul destinations like Japan, South Korea, and Southeast Asia accounted for over 60% of bookings, while long-haul destinations such as Europe saw a 120% year-on-year increase in demand.
Emerging Destinations: Countries along the Belt and Road Initiative, including Saudi Arabia, the UAE, and Turkey, experienced a 40%-800% increase in bookings compared to 2019. This shift signals a growing preference for culturally rich destinations.
Multi-Generational and Family Travel Dominance: Family travel accounted for over 80% of Spring Festival trips, with multi-generational travel comprising 36% and parent-child trips representing 27% of total trips. Additionally, 21% of young travelers opted to vacation with their parents or elders, reinforcing the festival’s strong family-oriented traditions.
Consumer Demographics and Preferences
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The 2025 Spring Festival travel market was dominated by young, affluent consumers seeking personalized and high-quality experiences.
Young Families and Urban Elites: Travelers aged 26-45 accounted for over 60% of outbound tourists, with the 36-45 age group representing 33.19%. These consumers prioritize quality, novelty, and cultural immersion, driving demand for premium travel products and services.
Reverse Migration and Local Exploration: Younger travelers, particularly those aged 25-35, embraced “reverse travel” by opting for domestic destinations with strong cultural and festive atmospheres. Cities like Huangshan, Chaozhou, and Quanzhou saw significant increases in hotel bookings, with luxury accommodations in smaller towns becoming increasingly popular.
Rise of Experience-Driven Consumption: Consumer spending habits are evolving, shifting away from material goods toward experience-driven consumption, particularly in cultural and entertainment activities. Revenue from cultural and artistic services surged 66.3%, while demand for sports and wellness experiences significantly increased.
Payment and Booking Trends
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1- Digital Payments: The People’s Bank of China reported a 124.54% increase in cross-border payment transactions during the Spring Festival, reflecting the growing adoption of digital payment solutions among international travelers. UnionPay and China National Network Payment processed 25.416 billion transactions during the holiday, totaling 9.78 trillion yuan—marking a 24.5% increase in transaction volume and a 15% increase in total payment value.
2- Last-Minute Bookings: More than 70% of travelers booked flights within three days of departure, indicating a shift toward more spontaneous and flexible travel planning. This trend is expected to persist, driven by the availability of affordable last-minute deals and extended holiday periods.
Regional Insights: From Tier 1 to Tier 3 Cities
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The outbound tourism market is no longer dominated by Tier 1 cities. Residents of Tier 3 and lower-tier cities are increasingly participating in international travel, driven by lower airfare and expanded flight routes.
Top Outbound Travelers: Shanghai led the nation in outbound travel bookings, with a 57% year-on-year increase. Cities like Chongqing, Ningbo, and Suzhou also showed strong growth, reflecting rising disposable incomes and travel aspirations.
Emerging Markets: Smaller cities such as Zhangjiakou, Binzhou, and Yangjiang saw a more than twofold increase in outbound travel bookings, highlighting the untapped potential in these regions.
Marketing Implications and Opportunities
The 2025 Spring Festival travel trends offer valuable insights for businesses aiming to tap into China’s dynamic tourism market.
1- Cater to Diverse Preferences: Develop tailored travel packages that cater to both short-haul and long-haul travelers, emphasizing unique cultural experiences and safety.
2- Target Emerging Markets: Focus on promoting lesser-known destinations along the Belt and Road Initiative to capture the growing demand for niche travel experiences.
3- Leverage Experience-Driven Consumption: Businesses should incorporate immersive cultural, entertainment, and wellness experiences into their offerings to align with evolving consumer preferences.
The 2025 Spring Festival travel market underscored the resilience and adaptability of China’s tourism industry. Understanding China’s evolving travel trends is key to staying competitive. Partner with us to unlock new opportunities in travel retail and luxury consumer engagement. Contact us to elevate your strategy!
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