Excerpt:
EternityX and MoonFox spotlight how affluent Chinese travellers are set to reshape global tourism in 2026, turning recovery into a premium, experience-led boom. The report reveals where they go, how they plan and spend, and which emotional digital touchpoints drive decisions—arming brands with data-led clarity on China’s next wave of global demand.
Context:
China’s outbound travel is shifting to a value-driven phase as visa access eases (158+ agreements by Oct 2025) and high-spenders prioritise longer, multi-purpose trips blending leisure, lifestyle, business, and shopping. This report explores how brands can leverage EternityX’s data-driven intelligence to seize this golden window with precision targeting and seamless, China-friendly experiences.
Objectives:
To equip brands with strategic intelligence to capture China’s most profitable outbound segments in 2026 and beyond. The report offers a blueprint for converting intent into high-yield revenue through refined audience segmentation (mid-income, high-income, HNWIs), trust- and safety-led positioning, China-friendly digital payments, and always-on, data-led engagement across the full travel journey—from inspiration to in-trip spending and sharing.
Key Highlights:
- Affluence as Growth Engine: Mid-income (RMB 500K–1M), high-income (RMB 1–1.5M), and HNWIs (above RMB 1.5M) are all returning, with HNWIs driving 3-5 overseas trips yearly and average budgets soaring past RMB 100K (~US$28.7K) per trip.
- Longer, Richer Trips: High-spenders average 16-day stays on long-haul trips, prioritising leisure (35%), nature/scenery (34%), plus business/social elements—replacing shorter, simpler getaways
- Experience and Trust First: Safety perceptions and visa convenience are the top destination choice drivers. Destinations with China-friendly payments (UnionPay, Alipay, WeChat Pay) see 69% higher appeal, while 90% of travellers shop abroad.
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.