The Chinese outbound tourism market has undergone significant transformations in recent years, particularly in the context of travel to Japan. As of 2024, the market has not only recovered from the pandemic-induced slump but has also evolved in terms of consumer behaviour, preferences, and spending patterns.
This article delves into the key insights and trends shaping Chinese tourists' travel preferences, focusing on their consumption habits, the rise of slow travel, the pursuit of local experiences, the growing interest in niche destinations, and the influence of social circles on travel decisions.
The Rise of Slow Travel: A Shift from "Buying" to "Experiencing"
One of the most notable trends among Chinese travellers in 2025 is the growing preference for "slow travel"—a shift away from packed itineraries toward more immersive and localised experiences. The report highlights several key behaviours:
1-Real, human-like travel guides: Instead of traditional travel agency packages, Chinese travellers seek authentic, user-generated content that offers firsthand experiences. They turn to social media platforms like Xiaohongshu (RedNote) and Douyin to find recommendations from fellow travellers.
2-Desire for authentic local experiences: The trend of "local living" tourism is evident as Chinese travellers are venturing into smaller, lesser-known destinations to engage with the culture more genuinely.
3-Customisation and flexibility: Group tours and rigid schedules are becoming less appealing. Travellers prefer self-planned trips that allow them to discover hidden gems at their own pace.
The Rise of Middle-Aged and Young Traveller Segments
Middle-aged travellers (35-50 years old) drive premium travel demand, opting for high-end accommodations, wellness retreats, and cultural experiences. In contrast, younger travellers (18-34 years old) are more digitally savvy, relying on social media trends and making spontaneous purchases influenced by live-streams and influencers. Meanwhile, family travel is shifting toward educational tourism, with parents prioritising cultural learning experiences for their children. These trends emphasise the need to segment consumers based on lifestyle and digital engagement rather than just demographics.
Social Media as the New Travel Guide
Social media is now the primary source of travel inspiration for Chinese consumers, with platforms like Xiaohongshu, Douyin, WeChat Channels, and Bilibili shaping their decisions.
Influencer-driven itineraries are popular among young travellers, who plan trips based on recommendations. Short videos and live-streamed content drive last-minute bookings, while peer reviews and viral trends significantly influence destination choices. Community engagement and social proof play a crucial role, making a strong social-first marketing strategy essential for brands.
China’s Travel Powerhouse: Millennials & Gen Z Drive the Trend
Millennials and Gen Z now dominate China’s outbound travel scene, prioritising personalisation, flexibility, and authentic experiences over status-driven luxury shopping. Millennials (25-40) prefer independent travel, seeking hidden cultural gems, underground art scenes, and niche dining spots, with seamless mobile payments via WeChat Pay and Alipay. Gen Z (18-25), heavily influenced by social media, follows viral trends on Douyin and Xiaohongshu, favouring "Instagrammable" destinations, anime culture, and street fashion. In contrast, middle-aged and family travellers (40-55) opt for structured itineraries, premium services, and family-friendly attractions. Understanding these diverse preferences is important for brands looking to attract Chinese travellers.
The Influence of Social Circles: Travel as a Reflection of Personal Interests
Social circles, particularly those formed on platforms like Xiaohongshu (RedNote) and Bilibili, play a significant role in shaping Chinese tourists' travel decisions. These platforms are not just sources of information but also spaces where users share their travel experiences, recommendations, and personal interests, creating a sense of community and influencing travel trends.
Many young travellers plan their trips around their hobbies and interests, which are often influenced by their social circles. For instance, fans of anime and manga might plan a "pilgrimage" to locations featured in their favourite shows, such as visiting the real-life settings of "Your Name" or "Detective Conan." This trend, known as "seichi junrei" or "sacred site pilgrimage," is particularly popular among younger tourists who are deeply engaged in anime culture.
Travellers often rely on recommendations from their online communities when planning their trips. For example, a user might discover a hidden gem in Kyoto through a post on Xiaohongshu or learn about a unique local festival in Hokkaido from a Bilibili video. This peer-to-peer sharing of information creates a more personalised and authentic travel experience, as it is based on real-life experiences rather than commercial promotions.
Shopping Trends: The Shift Toward Spontaneous Purchases
Chinese travellers are moving away from pre-planned shopping missions and embracing spontaneous purchases. Unlike previous years, where travellers arrived in Japan with a clear shopping list, today’s consumers are more impulse-driven, making decisions on the spot. Convenience stores have emerged as a favourite shopping destination, especially among younger tourists, who prefer snackable, unique, and portable items. Additionally, social commerce is playing a larger role, with purchases often influenced by real-time recommendations from friends, influencers, or live-streaming events. For luxury and retail brands, this means a shift away from pre-trip shopping lists to a focus on real-time engagement through social media and in-store experiences.
Regional Insights: Where Are Chinese Consumers Traveling From?
Outbound travel is expanding beyond Tier 1 cities (Beijing, Shanghai, Guangzhou, Shenzhen), where travellers prioritise quality, exclusivity, and premium experiences. A growing number of Tier 2 and 3 city travellers are seeking international experiences, encouraged by easier visa policies and increased flight routes. Additionally, less commonly visited destinations are gaining popularity as more travellers move away from crowded tourist hotspots in favour of personalised, experiential travel. For travel marketers, this highlights the need for localised strategies, ensuring tailored messaging and offerings that appeal to different city tiers.
Digital Payments & Tech-Enabled Travel
Chinese travellers are deeply integrated into digital ecosystems, expecting seamless tech-driven experiences. Mobile payments remain essential, with Alipay and WeChat Pay influencing travel choices, from shopping to dining. AI-powered travel assistants are also becoming more popular, providing real-time recommendations based on location, preferences, and reviews. Additionally, connectivity is key, as access to free Wi-Fi is a significant factor in selecting accommodations and restaurants. For businesses catering to Chinese tourists, adopting digital payment integration and AI-driven travel solutions is now a necessity rather than an option.
Conclusion: A New Era of Chinese Outbound Tourism
As Chinese travellers continue to redefine their travel behaviours, brands and businesses must adapt to these evolving consumption trends. Whether you are in hospitality, retail, or travel marketing, success lies in aligning your strategy with the behaviours and expectations of this rapidly evolving market.
At China Trading Desk, we help brands navigate the complexities of the Chinese consumer landscape. From targeted media strategies to social-first marketing campaigns, we provide data-driven insights and localised solutions to help businesses connect with China’s digitally savvy travellers. Contact us today to unlock the full potential of Chinese outbound tourism in 2025 and beyond!