Excerpt
EternityX takes a look into the evolving behaviours and travel patterns of Chinese outbound travellers during the Dragon Boat Festival 2025. As one of China’s most culturally significant holidays, this year’s festival marked a clear rebound in overseas travel activity. Daily border crossings averaged 2.15 million, up 12.2% year-on-year, while outbound flight bookings surpassed 620,000—an increase of 19% compared to 2024. These figures point to a steady return in travel demand and provide timely insight into how Chinese travellers are re-engaging with international destinations during key festive periods.
Context
Once centered on homecoming and heritage, the Dragon Boat Festival is now evolving into a key moment for international travel among Chinese consumers.
Our analysis of behavioural data and engagement trends during this culturally significant holiday reveals emerging shifts—ranging from changes in traveller demographics and digital-first planning habits to deeper, emotion-led motivations for travel.
For brands looking to engage high-intent outbound travellers, this period presents an opportunity to refine targeting strategies and strengthen their positioning within the broader Chinese travel ecosystem.
Objective
To equip global brands and travel-related stakeholders with timely, data-backed insights into the behavioral dynamics shaping Chinese outbound travel around the 2025 Dragon Boat Festival—a key early-summer indicator of ongoing travel momentum.
KEY HIGHTLIGHTS
- Traveler Shift: Non-Tier-1 city travelers took centerstage, driving 80% of connecting flight bookings.
- Destination Diversification: While short-haul Asian destinations remain popular, travelers showed increasing interest in culturally rich, multi-country itineraries.
- Emotional Resonance: 85% of young travelers cited stress relief and social identity as key drivers.
