Excerpt
Authored and published by EternityX, this exclusive insights report uncovers the latest trends shaping Chinese outbound travel during Labour Day 2025. With a 28.7% year-on-year surge in border crossings and a clear shift toward experience-led, digitally empowered tourism, the report combines EternityX’s proprietary data analysis with insights from leading travel platforms and airline networks. It serves as a strategic guide for brands seeking to engage Chinese travelers in a rapidly evolving global landscape.
Context
As a leading marketing technology company specializing in Chinese audience engagement, EternityX developed this report to help global brands decode the new wave of outbound travel behavior. Chinese travelers are returning to international destinations with renewed enthusiasm—prioritizing immersive experiences, seamless digital payments, and culturally rich itineraries. With platforms like Alipay, WeChat Pay, and Xiaohongshu playing a central role in the travel journey, brands must rethink how they connect with this high-intent audience.
Objective
To equip brands with a comprehensive understanding of Chinese outbound traveler behavior, preferences, and seasonal patterns, enabling smarter, more targeted marketing strategies during high-impact travel periods like Summer and Golden Week.
KEY HIGHTLIGHTS
- Travel Surge: Notable increases in border crossings (+28.7%), air passengers (+11.8%), and spending (+8.0%) year-on-year.
- Digital Dominance: Alipay and WeChat Pay usage grew 30-50%, becoming essential for planning, payments, and engagement.
- Airline Growth: Airlines like Air China and United expanded routes to destinations like Cairo, Toronto, and Abu Dhabi, enhancing travel accessibility.
As Founder and CEO of EternityX Marketing Technology, Charlene is a pioneering leader in the digital marketing landscape, dedicated to driving growth and innovation. Her role encompasses overseeing the strategic direction of the company, with a strong emphasis on connecting brands to the Chinese market and enhancing their engagement with diverse audiences. Charlene’s unique expertise in digital business allows her to identify key opportunities and efficiently allocate resources, ensuring that brands not only thrive but also build authentic connections with their target markets.