Excerpt:
EternityX takes a look at the evolving behaviours and travel patterns of Chinese outbound travellers during the 2026 Chinese New Year (CNY). As the first major travel peak of the year, this period marked a significant rebound in overseas travel, with nearly 17.8 million cross-border trips recorded—a 10% year-on-year increase from 2025. The CNY performance points to a steady recovery in travel demand and provides a data-driven forecast for the upcoming Labour Day holiday.
Context:
The Spring Festival is now evolving into a premier window for international exploration and high-end experiences. Our analysis of behavioural data and engagement trends during this record-long holiday reveals emerging shifts—ranging from longer booking lead times to a growing “premium appetite”. For brands looking to engage high-intent outbound travellers, the upcoming Labour Day peak presents a critical opportunity to refine targeting strategies.
Objective:
To equip global brands and travel-related stakeholders with timely, data-backed insights into the behavioural dynamics shaping Chinese outbound travel in 2026—acting as a strategic guide for campaign activation ahead of the Labour Day and H2 travel windows.
KEY HIGHLIGHTS
- CNY Volume Surge: Nearly 17.8M cross-border trips recorded during CNY 2026
- Premiumisation: WeChat Pay travel transactions grew 20%+ YoY, as travellers prioritise high-value, experience-rich itineraries
- Labour Day Forecast: High volume border crossings expected with multi-generational trips on the rise.
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.