China's Outbound Travel Is Now Being Driven by These Five Categories

Skift

7 hours ago

Chinese travellers are coming back, albeit differently. The way they plan, what they care about, and what they expect has shifted. And that means destinations, hotels, and retailers need to shift with them.
China's outbound tourism is back in full swing, but the real shift is in why people are travelling and how they're deciding where to go, what to book, and what to buy.
According to China Trading Desk's second quarter survey, releasing this Wednesday, traditional marketing categories like age and income are no longer the main drivers.
Instead, China Trading Desk has developed what it calls the Five Economies Framework, a way to understand what travelers are seeking from their trips:
Confidence Economy: First-timers who need clarity and support
Value Economy: People spending carefully but still wanting comfort
She Economy: Young female Gen Z travelers shaping trends
Emotional Economy: Travelers looking for meaning and memories
Silver Economy: Older, confident travelers with time and money
Source: China Trading Desk
First-Timers Want Guidance, Not Guesswork
A record 44% of Chinese travelers are going abroad for the first time, up from 38% just last quarter. Many are under 30, and women are especially well represented. These travelers are cautious but curious.
While they might be new to international travel, they're far from clueless. These first-time travelers are heavy users of social media platforms, Douyin and Xiaohongshu.
They rely on short videos, visual guides, and peer reviews, Subramania Bhatt, CEO of China Trading Desk told Skift. They want simplicity, structure, and reassurance, according to the survey.
While first-timers are booking mostly 3- to 4-star hotels, they're also more likely to plan their shopping before booking flights.
Travelers Want 'Luxury With Logic'
Many Chinese travelers, especially those from Tier 1 cities, are travelling with what Bhatt calls a 'luxury with logic' mindset. They're not throwing money around, but they're willing to spend if the value is clear.
'Gen Z and Tier 1 travelers are selective spenders,' he said. 'They crave value, story, and social capital.'
That means flash sales, first-timer bundles, and travel perks that are easy to understand. Limited-time product drops, sustainability labels, and collaborations with Xiaohongshu creators could help brands connect with these travelers, according to Bhatt.
Nearly half of all surveyed travelers plan to spend more than 25,000 RMB per trip (not including flights and hotels), and spending on luxury items is growing, especially among Gen Z and Tier 3 travelers.
Young Women Are Leading the Shift
Young, urban women, many of them Gen Z, are at the forefront of China's outbound travel recovery. According to the survey, they're tech-savvy, often travelling independently, and influenced heavily by social media.
They rely on Xiaohongshu not just for travel inspiration but for social proof and tips they can trust. These women aren't passively scrolling; they're comparing, researching, and actively shaping travel trends.
Most book less than a month in advance, some within just two weeks, but they start researching much earlier. 'The booking window is short, but the consideration window starts much earlier,' said Bhatt.
Travel Is About Meaning
While budgets matter, travelers are also seeking emotional returns. Around 22% of survey respondents named food, nature, and culture as equal motivations, showing a preference for rich, meaningful experiences over just sightseeing.
These travelers value curated experiences, and small-groups. Bhatt advises travel companies to think less about mass-market tours and more about memory-building activities that help people feel connected.
Older Travelers Want Safety and Comfort
Older Chinese travelers are travelling more confidently in 2025. They tend to book longer trips, prioritize safety and comfort, and prefer destinations with good health infrastructure and reliable service.
China Trading Desk suggests offering accessible travel, bilingual support, guided activities, and wellness packages. This group is less impulsive, as they prefer safety, comfort, and clarity over spontaneity.
Same Platforms, Different Needs
Though Xiaohongshu, Douyin, and Ctrip are used widely across age groups, their role in the travel journey varies.
'Xiaohongshu builds trust, Douyin drives impulse, and Ctrip closes the sale,' Bhatt said.
This platform split helps explain why brands can't take a one-size-fits-all approach. A shopping guide that works on Xiaohongshu may fall flat on Douyin, and vice versa.
Singapore, Japan, and Korea Stay on Top
While Chinese travelers have changed significantly, the top-visited destinations remain the same: Singapore, Japan, and South Korea. But what keeps them on top isn't just culture or food, it's digital visibility and ease of travel.
Source: China Trading Desk
'Their enduring appeal is a mix of perceived safety, travel ease, and constant digital visibility,' said Bhatt.
While breaking down the popularity of these destinations, Bhatt said that for instance, Singapore is known for cashless payments, strong airport services, and high compatibility with digital payment services like Alipay.
Japan benefits from viral content like '7-Eleven must buys' and cultural dept, while South Korea rides the wave of K-pop, K-drama, and shopping infrastructure.
Faster immigration clearance is also on top of the airport services wishlist for Chinese travelers.
Trip.com and Dragon Trail Executives at the Skift Asia Forum