Since 2024, Chinese travelers have made a strong return to global destinations. Key emerging trends in 2025 include:

  • Outbound Tourism Resurgence: Chinese travelers are exploring more international destinations as travel preferences shift.

  • Luxury Shopping & Experience-Driven Travel: Consumers are focusing on high-end goods and authentic, immersive travel experiences.

  • Social Media & Digital Influence: Platforms like Xiaohongshu (Red) and WeChat continue to shape consumer choices and experiences.

  • Solo & Couple Travel on the Rise: Younger generations are moving away from traditional group tours in favor of independent and couple-based travel experiences.

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