In 2025, the global travel market is experiencing a fresh wave of Chinese power. After some stagnation in international travel, China’s outbound tourism market has recovered and undergone a qualitative shift. The latest trends reveal that post-pandemic Chinese tourists are no longer solely chasing luxury brand bags and watches from their shopping lists; instead, they increasingly value authentic experiences, cultural richness, and attentive service. They are young, digitally savvy, quick to gather information, and highly brand conscious. This represents a prime window of opportunity for European merchants, especially at the upcoming Golden Week Holiday, beginning of October. 

1. China’s outbound tourism hits a critical recovery milestone 

    According to the latest sentiment survey released by China Trading Desk, the tourism market in China reached a crucial recovery milestone in 2025, highlighted by a noteworthy new group: first-time international travellers now make up 44% of all respondents, up from 38% in the previous quarter. This indicates that a large group previously restricted by the pandemic, visa policies, or economic factors is collectively unleashing their travel demand. 

    More importantly, China’s outbound travel volume is expected to reach 155 million trips this year, matching pre-pandemic levels from 2019. 

    This resurgence marks a renewed global interest from Chinese travellers, with leading destinations once again on their radar. Europe, with its deep-rooted history, vibrant cultural tapestry, varied shopping scenes, and world-class hospitality, stands out as especially captivating. Businesses that move early to tailor payments, language options, and service experiences to Chinese preferences are prepared to stand out and thrive in this new era of outbound tourism. 

    2. Robust consumer appetite led by younger high-end spenders 

      Contrary to some market concerns, Chinese tourists’ spending power abroad has not declined; in fact, it is now more focused on high-value experiences and quality products. According to recent data: 

      • Nearly half of Chinese visitors (49%) plan to spend at least RMB 25,000 (about €3,000) per trip, excluding flights and accommodation;
      • Among the 18-29 age group, 58% have budgets exceeding RMB 50,000 (about €6250);
      • 68% of younger visitors prefer to stay at four-star hotels or above. 

      This highlights a compelling trend: despite economic uncertainties, the spending appetite of affluent individuals and the emerging young middle class remains strong. These explorers prioritise distinctive, immersive experiences;such as boutique hotels, Michelin-starred restaurants, tailored shopping itineraries, and rich cultural engagements. This evolving consumer behaviour opens the door to significant growth opportunities for Europe’s luxury retail, gastronomy, and experience-driven sectors. 

      3. Travel habits evolve towards greater flexibility and personalisation 

        Chinese tourists are rapidly moving away from traditional group tours, embracing more personalised and adaptable travel experiences. Recent data highlights this shift:  

        Europe’s rich tapestry of culture, art, natural beauty, and premium shopping makes it attractive. For European businesses, this trend of spontaneous decisions combined with strong spending power means capturing travellers’ attention online before arrival is crucial, it can swiftly shape their travel plans and inspire unplanned shopping or experiences. 

        4. Social media drives decisions, leading with XiaoHongShu (RedNote) 

          Social media’s impact has surpassed traditional advertising at the destination selection and trip planning stages. According to recent research, platforms like XiaoHongShu drive 40% of destination decisions through authentic, user-generated content. Influencer recommendations account for 14%, as consumers trust genuine experiences shared by peers more than polished brand promotions. 

          The takeaway for European merchants is clear: attracting Chinese shoppers requires more than offline reputation or traditional media exposure; it demands early engagement through social media. For example, a high-end patisserie in Paris might collaborate with travel bloggers to create immersive videos that position it as a must-visit spot on travellers’ pre-trip lists. 

          Shopping and duty-free purchases remain vital components of the travel experience. Beauty products comprise 23% of duty-free sales, followed by fashion, leather goods, watches, and jewellery at 17%. With 78% of travellers researching retail options ahead of time, digital marketing on Chinese social platforms like WeChat and XiaoHongShu can powerfully influence in-store visits and purchase decisions. 

          5. Golden Week 2025: a powerful year-round spending engine 

            As Golden Week 2025 approaches -one of China’s longest and most celebrated public holidays- anticipation is building for a significant surge in outbound tourism. According to a 2025 report on Golden Week trends, accommodation searches for the Golden Week period (Oct 1-7) have increased nearly fourfold compared to 2024. 

            Historically, Golden Week has seen a rapid spike in Chinese tourists venturing abroad, resulting in high occupancy in hotels, restaurants, and shopping destinations at popular hotspots; one of the highest concentrations of consumer activity and sales potential throughout the year. 

            During this festive window, Chinese consumers tend to make large purchases in one go-from luxury fashion and jewellery to gourmet dining experiences- leading to substantially elevated spending compared to other times. With 78% of travellers researching shopping plans before departure, early digital engagement through platforms like XiaoHongShu, combined with targeted Golden Week promotions or duty-free incentives, can dramatically boost foot traffic and conversion rates. 

            6. Payment and marketing combo drives engagement 

              To win over this digitally savvy and experience-focused consumer segment, businesses must address two critical challenges: 

              1. Minimise payment frictions 
                Chinese consumers are accustomed to and heavily rely on payment methods Alipay and WeChat Pay; a store that doesn’t accept these QR code-based mobile payments risks being overlooked. Supporting Chinese payment methods simplifies purchases and fosters trust, encouraging visitors to stay longer and spend more freely. 
              1. Build digital pre-trip engagement 
                Since social media significantly shapes travel decisions, merchants must appear on visitors’ radar well before departure. Create a brand page and authentic content on Chinese social media, partnering with influencers who share genuine experiences to generate frequent touchpoints that make a lasting impact. 

              Looking ahead, with outbound Chinese travellers projected to exceed 200 million by 2028, now is the pivotal moment for businesses to act. Merchants can capitalise on this powerful travel resurgence by eliminating payment barriers through seamless Chinese mobile payment solutions and effectively capturing consumer intent via targeted social media marketing. 

              Contact us at PayxPert to turn this revival into lasting, sustainable growth for your business.