Trending Now: China's Social Media Highlights #21April-27April#

Weibo

Plan a €1000 Europe Trip Using AI By leveraging AI to track low-cost airline deals, combining red-eye flights and multi-stopover routes, choosing Couchsurfing or hostel dorms, using night buses, DIY visa applications, and FlixBus for budget transport, travellers can craft extremely affordable Eastern Europe itineraries. Fliggy’s AI now supports real-time low-price alerts and route generation. Read more

Image Source: Weibo

Terror Attack at Indian Tourist Spot On April 22, a terrorist attack at Pahalgam’s Betaab Valley—popularly known as "Mini Switzerland"—left at least 28 dead. The tragedy occurred during the peak tourist season. Read more

What To Do If You Are Robbed While Travelling Abroad This guide emphasises filing police reports immediately, applying for emergency travel documents, freezing accounts, adjusting itineraries, managing valuables wisely, preparing emergency backups, buying insurance, and adjusting expectations about European security risks. Read more

Image Source: Weibo

Luxury Consumer Trends Shift Luxury consumption is moving from conspicuous display to experiences and responsibility. Global luxury consumers dropped by 50 million, driven by middle-class and Gen Z pullbacks. Meanwhile, 56% of Chinese consumers show interest in domestic luxury brands, and experiential, sustainable purchases are on the rise. Read more

Douyin

May Day Travel Surge Flight bookings during the May Day holiday have surged 173% year-on-year, with over 1.03 million tickets booked for international flights. Short-haul outbound destinations are particularly popular. Read more

May Day Holiday Work Adjustment China's Labour Day holiday spans May 1–5, but workers must make up for the holiday by working an extra day on April 27. Read more

Xiaohongshu

"Special Ops" Tourism Trend Gen Z university students are embracing "special ops" fast-paced travel to Japan, Korea, and Malaysia. China Trading Desk predicts 908K Chinese travellers will visit Japan and 805K will visit Korea this May, up 33.5% and 32.6% year-on-year, respectively. Read more

Watch the "Sunset of the Century" in Kota Kinabalu Kota Kinabalu, Malaysia, becomes a top May Day holiday destination for Chinese travellers, especially among female tourists, thanks to its stunning sunsets. 419K outbound travellers to Malaysia are expected this May, up 69.6% YoY. Read more

Baidu

Visa-Free Boost: China–South Korea Travel Heats Up Flights between China and South Korea increased 9.9% year-on-year, with cross-border passenger volumes up nearly 30%. Chinese visitors made up a growing share of Seoul's tourism recovery, with Incheon Airport hitting record Q1 passenger numbers. Read more

Image Source: Baidu

New "Southern Train·Xiaoxiang" Tourist Railway Launched China launched the "Southern Train·Xiaoxiang" tourism train, offering luxury services, cultural experiences, and entertainment onboard. The service is tailored for family and senior travellers, enhancing "railway + tourism" integration. Read more

Zhihu

Quiet Corners for Hainan Travel Instead of crowded tourist beaches, travellers to Hainan are now seeking out quieter coastal towns, premium hotels, and family-friendly areas for a more relaxed vacation experience. Read more

Is Baijiu Losing 00s Generation? Discussion on Zhihu suggests baijiu (Chinese liquor) remains a luxury staple among older generations, but younger Gen Z consumers have little exposure to it, favouring lighter, more casual drinking cultures instead. Read more