By Subramania Bhatt, CEO of China Trading Desk
Published Mar 14, 2025
First-time travelers are driving the rebound of Chinese outbound tourism, and this Lunar New Year we saw Chinese travelers seek out culturally rich or wellness and sports inspired travel pursuits, writes Subramania Bhatt, CEO of China Trading Desk.
In 2024, first-time travelers played a pivotal role in the recovery of Chinese outbound tourism, contributing significantly to the market’s resurgence. This group, comprising young professionals and smaller Tier 2 and Tier 3 city residents, reflects the broadening appeal of international travel. And this trend is set to continue in 2025 as experience-hungry Gen Z and Millennial travelers drive the trends travel retailers need to know – from new destinations to attitudes to dining out and consuming alcohol.
Who Are the First-Time Travelers?
First-time travelers are younger, budget-conscious individuals who prioritize safety, accessibility and affordability. Awareness of winter sports and seeking out cultural experiences defined travel purpose searches for this year’s Spring Festival break. These travelers rely heavily on digital platforms like Xiaohongshu (RedNote) for trip planning, using peer recommendations to navigate their journeys.
Regional destinations such as Singapore, Malaysia, and Thailand remain highly favored. These countries’ proximity, visa policies, and affordability make them ideal for first-time travelers looking for a balance of adventure and familiarity.
Fire and Ice Escapes: the dual domestic travel trend
The allure of both winter wonderlands and tropical retreats defined travel behaviour during this year’s Lunar New Year holiday.
A snow tourism boom is gathering pace as ski resorts like Yabuli (Heilongjiang) and Altay (Xinjiang) remained hotspots, fuelled by the rising popularity of winter sports post-Beijing 2022 Winter Olympics.
Meanwhile cold escapes to warmer climates is a key seasonal travel trend, still seeing increasing numbers with travellers flocking southwards to escape the cold. Destinations like Hainan, Guangxi, and Yunnan saw record footfalls, offering tropical beaches and vibrant cultural experiences.
Discovering cultural or heritage events, such as night-time festivals and light shows are increasingly important for this cohort of travelers. Multi-sensory events such as the Pingyao Shengjing Light Show (Shanxi) or the Fish Lantern Night Display in Huangshan (Anhui) were popular destinations for their traditional art and modern aesthetics that were featured on social media, appealing for their storytelling and vibrant illuminations.
China’s experience-hungry traveler
China’s experience-economy is still in its infancy, despite the country’s market slowdown. Consumers are changing their luxury, travel and leisure spending patterns – material goods are out and experiences are in. In 2025 Chinese consumers are gravitating towards experience-driven consumption, with cultural and entertainment activities playing a central role.
Revenue from cultural and artistic services surged 66.3% during the Spring Festival, according to the State Taxation Administration, while demand for sports and wellness experiences is also on the rise. The popularity of cultural heritage tourism has skyrocketed, with some destinations reporting a fourfold increase in visits linked to intangible heritage experiences.
Payments trends
Digital payments and last minute bookings are the dominant trends for digitally native travelers. 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 trillian yuan – marking a 24.5% increase in transaction volume and a 15% increase in total payment value. Meanwhile, more than 709% 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.
Recommendations for Travel Retailers
To cater to this group of first-timers, travel retail providers should focus on affordability and digital convenience. Highlighting book-in-advance promotions at key destinations or regional and cultural special editions will appeal to this generation’s desires for self-exploration and education. Brands can promote real-time customer support, and localized content per destination.
As first-time travelers gain confidence, they will drive further growth in the Chinese outbound market, creating new opportunities for the travel retail industry to engage with this expanding segment.
China Trading Desk is a leading digital solutions provider that enables international brands to effectively target Chinese consumers and travelers.
Comments