China’s outbound travel boom redefines international tourism in 2025
The latest data from EternityX’s Labour Day 2025 Travel Trends & Insights Report delivers a powerful message: Chinese outbound travel is surging back stronger than ever — and with a profound shift in traveler behavior.
Over the recent Labour Day holiday, border crossings hit 10.9 million, an increase of nearly 29 percent from last year. Outbound tourism spending reached 180 billion yuan, roughly 25 billion US dollars, marking an eight percent rise. Air travel is booming with more than 11 million passengers flying internationally. This is more than a rebound; it is a redefinition of how Chinese travelers explore the world.
So, what has changed?
First, Chinese travelers today value experiences more than ever before. The report shows a 150 percent surge in attraction ticket bookings, especially for scene-based travel — think anime-themed stays in Japan or immersive museum audio tours in France. Adventure travel is also gaining momentum, with snorkeling in Malaysia and trekking in Nepal growing in popularity. This marks a clear shift from volume to depth, from ticking off destinations to meaningful, personalized journeys.
Second, digital tools are reshaping the travel ecosystem. Alipay and WeChat Pay usage abroad increased by up to 50 percent. These platforms have evolved beyond payment apps to become essential travel companions, influencing everything from itinerary planning to dining and shopping. Brands that fail to integrate into these digital ecosystems risk being invisible to modern Chinese travelers.
Third, airlines are expanding routes aggressively to meet growing demand. New flights from China to Cairo, Toronto, Abu Dhabi, and more are opening. United Airlines launched seven new US-China routes. Cathay Pacific boosted flights to Shanghai by nearly half compared to last year. This expansion unlocks crucial capacity and convenience, fueling both business and leisure travel.
Looking ahead, Chinese outbound tourism is expected to hit 177 to 185 million travelers in 2025, with summer alone accounting for nearly two-thirds of the total volume. Family-led short-haul trips to visa-free Southeast Asia will dominate summer travel. Meanwhile, luxury and immersive experiences in Europe and the Middle East will attract high-spending travelers during Golden Week in the fourth quarter.
What does this mean for travel brands?
Traditional marketing is no longer enough. Brands must evolve with the modern Chinese traveler who is digitally fluent, experience-driven, and seeking relevance at every stage — from discovery to purchase to sharing post-trip moments. Localizing content, engaging through platforms like WeChat and Alipay, and offering personalized experiences are now essential.
The window of opportunity is narrow but immense. With over 115 million travelers expected this summer alone, those who move quickly and strategically can capture significant market share. Those who hesitate risk losing relevance in a rapidly evolving landscape.
Chinese outbound travel is no longer just recovering — it is leading a global transformation in how tourism operates. The future belongs to those who understand this shift and act accordingly.
