Excerpt:
EternityX presents an in-depth analysis of Chinese outbound travel during the 2025 Golden Week. By analysing the latest travel data and consumer behaviors, this report delivers critical insights into emerging travel trends and provides a strategic outlook for the future market. It serves as an essential guide for global brands to understand and engage with the new dynamics of China’s next outbound travel era.
Context:
Golden Week 2025 marked a turning point for China’s outbound travel. With an 8-day official break extended through leave-stretching, travellers took advantage of visa-free access and new values around slow, immersive travel. This results in Golden Week 2025 being one of the busiest outbound periods in recent history. With outbound intention up +40% year-over-year and international bookings surging 110%, this performance underscores a robust new phase of growth for Chinese outbound travel.
The report delivers qualitative and quantitative insights across key dimensions: shifting travel demand and behavior, emerging destination and experience trends, digital influence and spending patterns, along with strategic takeaways and 2026 outlook.
Objective:
To provide global brands and travel stakeholders with timely, data-driven insights into the behavioral dynamics of Chinese travellers during Golden Week 2025. To deliver actionable strategic recommendations and reveal the critical implications for the future of the travel market.
KEY HIGHLIGHTS
- Outbound Momentum Surges: +40% year-over-year travel intent; international flight bookings up 110%.
- Demographic Shifts: Gen Z (32%), Silver Travellers (22%), Family (21%) and lower-tier city residents led growth.
- Top Destinations: Short-haul markets dominated, while long-haul trips to Europe, MENA, and East Africa soared.
- Booking Behaviour: Earlier planning, social media influence (Xiaohongshu + Douyin), and self-drive/sports travel gained traction.
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.