A recent example comes from the Philippines, which in the summer of 2025 opened its doors to Indian travelers. Citizens of India can now enter the country visa-free for stays of up to 14 days, with the possibility of extending their stay to 30 days if holding certain international permits. As reported by India Today, the measure has already shown concrete results: online searches for travel to the archipelago have increased by more than 28%, especially among young couples and first-time international travelers. To reinforce this connection, India has reciprocated by granting free e-visas to Filipino visitors, while new direct air routes will soon link Manila and Delhi. 

South Korea, too, has chosen to enhance its tourism appeal by introducing a temporary visa-free entry scheme for Chinese tour groups between September 2025 and June 2026. The initiative is designed not only to stimulate demand but also to consolidate ties with the region’s largest source market. 

On the Russia-China front, meanwhile, the Russian media agency Tass reports that tourism exchanges are growing “by leaps and bounds.” This is a clear sign of how tourism can act as a tool for rapprochement and collaboration even in complex geopolitical contexts. The Chinese government is heavily investing in strengthening cultural ties, as well as supporting its economy and alliances, through  cooperation agreements that include the tourism sector. 

At Twissen, we have observed that openness and cooperation between countries — enabled by visa policies, bilateral agreements, and new air connections — are becoming decisive levers for the development of tourism. Facilitating international mobility means not only attracting visitors but also building cultural bridges and promoting a more connected and inclusive future. 

Francesco Redi

President and founder at Twissen. Manager in Local Development, Tourism Policies,  EU Funds. He cooperates with several European universities, public bodies, development agencies, DMOs and enterprises.

L'articolo Tourism Policies and Geopolitics: How Countries Are Opening Up to the World proviene da Twissen.

1. Top and fastest-growing destinations
   Leading the list of most booked international destinations: Malaysia, Indonesia, Japan, Singapore, the UK, Australia, South Korea, the US, Thailand, and Canada. Among the fastest-growing are Georgia (no.1), Denmark, Egypt, the Maldives, and Serbia — often linked to relaxed visa policies.
2. Shorter booking windows
   65% of outbound trips are booked within three months of departure. This trend is driven by simplified visa processes, last-minute flight and hotel deals, and a younger demographic more inclined to spontaneous travel decisions.
3. Shopping festivals boost travel bookings
   Events like 6.18 and 11.11, China’s equivalent of Black Friday, now play a major role in shaping travel demand. These e-commerce mega-events generate millions of travel sales in just hours, including flights, hotels, and vacation packages. Many purchases include vouchers valid for the following months — effectively determining summer booking peaks.
4. High expectations
   Chinese travelers expect international experiences to match the quality and comfort they enjoy at home. Personalization is key, and travelers are highly price-sensitive and comparison-driven.
5. Independent travel takes over
   In summer 2024, 80% of Fliggy’s outbound bookings were for FITs. Thanks to translation apps, digital maps, and user-generated content, Chinese tourists are increasingly building flexible, customized itineraries without relying on traditional group tours.
6. Inspiration is everywhere
   Travel planning is now driven by UGC and social platforms like Xiaohongshu and Douyin, where inspiration can strike anytime. Content from peers has become a primary source for discovering new places and planning on the go.
7. Citywalk + Cityeat
   Urban exploration combined with food discovery is a top priority. Travelers build city breaks around trendy and Michelin-starred restaurants, cultural sites, and evening strolls — mixing gastronomy with lifestyle and local immersion.

Worth noting: China stands out as the only major outbound market showing increased interest in Europe, with 72% of surveyed travelers planning to visit the region in 2025 (+10%). Economic recovery, relaxed visa rules, and a growing appetite for lifestyle travel are fueling demand. 

At Twissen, we have observed that destinations wishing to attract Chinese outbound travelers in 2025 must offer authentic, dynamic, and customizable experiences — with food culture and ease of access playing a central role. 

Francesco Redi

President and founder at Twissen. Manager in Local Development, Tourism Policies,  EU Funds. He cooperates with several European universities, public bodies, development agencies, DMOs and enterprises.

L'articolo Summer 2025: 7 Key Trends Shaping Chinese Outbound Travel proviene da Twissen.

China Travel News also reports that in February 2025, 722,700 travelers from mainland China visited Japan, taking advantage of the Spring Festival, one of the peak periods for Chinese tourist demand. In January and February 2025, Japan welcomed 1.703 million Chinese tourists, nearly double the number compared to the same period in 2024. These figures are even more significant when considered against the backdrop of the slow economic recovery in China. Japan has benefited from this, albeit slow, recovery thanks to an enhanced air network with more connections between China and airports such as Narita and Fukuoka, an attractive winter offer, and effective positioning during traditional Chinese holidays. 

However, not all destinations are benefiting. Thailand, historically one of the favorite destinations for Chinese tourists due to affordable prices, geographic proximity, and favorable visa policies, is showing worrying signs following a recent case of negative news (unfortunately followed by the recent Myanmar earthquake), which has generated a wave of distrust among Chinese tourists. According to data from the Thai Hotels Association, in January alone, 4,572 hotel nights were canceled by Chinese tourists, with 2,001 of those in Bangkok. The Tourism Council of Thailand (TCT), in collaboration with the Thailand-China Tourism Association, has launched a program to define “China-friendly tourism standards,” aiming to restore trust. Around 200 travel agencies have already been approved as compliant with these new safety criteria. 

Jing Daily reports that new dynamics are also emerging with high-end Chinese tourists, the so-called High-Net-Worth Individuals (HNWIs), who now represent an increasingly significant portion of the outbound market. According to the 2025 Hurun Chinese Luxury Consumer Survey, Chinese HNWIs have now prioritized travel above all other expenditures, marking a clear shift towards experiential luxury, with average annual travel spending reaching up to around €28,500 (225,000 RMB) for the wealthiest individuals, 41% of whom report traveling abroad twice a year. 

In particular, Chinese HNWIs are seeking thematic experiences during their travels: from sunny beaches (12%) to luxury resorts (11%), and historical sites (13%). The most popular international destinations continue to be the Maldives, France, and Dubai, with the latter seeing a strong rise (from 14% in 2020 to 34% in 2025). In Asia, in addition to traditional destinations like Sanya and Hainan, Singapore has seen a significant rise in popularity (32%, compared to 23% in 2022). 

At Twissen, we have noticed that despite domestic uncertainties and the turbulent geopolitical moment related to the “trade war,” the desire to travel among Chinese tourists remains strong. However, their choices are leaning towards easily accessible destinations with direct flights, safety, good organization, cultural warmth, and a clear thematic offer. Destinations can attract this target through premium experiences, capitalizing on key moments in the Chinese calendar, such as Lunar New Year or Golden Week, or by taking advantage of the growing interest in luxury tourism. 

Martina Baldo

She graduated in Intercultural Development of Tourism Systems and she has a passion for foreign languages and cultures. Since 2016 she works as administration and tourism project manager at Twissen.

L'articolo Chinese Tourists: Signs of Recovery and New Opportunities for the Outbound Market proviene da Twissen.

These senior travelers, aged 50 and above, have finished their professional careers and are dedicating more time to travel, creating significant opportunities for the tourism industry to tailor offerings to their specific needs. 

As highlighted by the CTA, this segment is expected to reach 100 million active tourists by 2025, with an estimated revenue of $140 billion this year. 

According to Jing Daily, data from OTA Ctrip shows that bookings for this segment are increasing by 34% annually. In domestic tourism, nearly 40% of all travelers in 2024 were aged 45 or older. 

However, the most significant growth has been in outbound travel, where bookings among this demographic have surged by over 60%, with retirees now accounting for nearly 20% of all outbound tourists. 

This demographic prioritizes a high quality of life and personal growth activities. According to the United Nations’ National Committee on Aging, by 2040, senior travelers are expected to account for 50% of all domestic trips. 

Key Priorities: Safety and Comfort 

FlightAI, Ctrip’s big data aviation platform, reports that 90% of retirees traveled at least once in the first half of 2024. 

Top destinations include Japan, the United States, Thailand, and Australia, with a preference for Asian cities among first-time international travelers. 

This segment shows a strong interest in private group tours and luxury hotels, spending 30% more on average than other travelers. However, many retirees take advantage of their flexibility to travel off-season, benefiting from lower prices. 

For example, in 2024, bookings by travelers over 50 in the week following China’s National Day increased by 20% compared to the previous year, accounting for 64% of weekday travelers. 

Adapting the Travel Industry to Senior Travelers 

China’s Travel & Tourism sector is adjusting its offerings for senior and affluent travelers by introducing tailored pricing policies, medical staff, and customized itineraries. 

Last year, Ctrip launched the “Ctrip Old Friends Club” to provide personalized travel experiences for the over-50 market, while China introduced “Oxygen Trains”—luxury 15-day rail tours through Qinghai, Gansu, and Tibet, complete with onboard medical assistance. 

The Shanghai Railway Bureau has also introduced long-distance tourist trains for travelers aged 50-70, while Swiss company Viking Cruises, in collaboration with Shanghai’s University for the Elderly, combines cultural courses with high-end cruises. 

The hospitality sector is also embracing this trend: Hilton Hotels, for example, offers discounts for travelers over 65 and organizes wellness activities tailored to senior guests. 

At Twissen, we have observed that China’s senior tourism represents a strategic growth opportunity for the industry, with increasing demand for high-quality experiences, comfort, and safety.

The rising number of affluent retirees and their strong spending power are pushing operators to develop tailored offerings, from cultural cruises to luxury train journeys.

Companies that successfully cater to these needs will benefit from a rapidly expanding market, optimizing occupancy rates year-round and driving revenue growth. 

Martina Baldo

She graduated in Intercultural Development of Tourism Systems and she has a passion for foreign languages and cultures. Since 2016 she works as administration and tourism project manager at Twissen.

L'articolo Senior Tourism in China: The Boom of Over-50 Travelers and Opportunities for the Industry  proviene da Twissen.

Recent reports from Dragon Trail on WeChat and Weibo analyze the performance of both platforms in 2024 (WeChat e Weibo), providing a detailed overview of Chinese travelers’ preferences and behaviors, as well as Italy’s positioning in this global landscape. 

WeChat and Weibo: Strategic Channels for Tourism 

Since its launch in 2011, WeChat has remained a cornerstone of tourism marketing for the Chinese audience. The Dragon Trail report highlights that in 2024, destinations that achieved the highest engagement on WeChat were those that successfully combined informative content, special offers, and compelling storytelling. 

Weibo, on the other hand, continues to be a key platform for viral communication and user engagement. Data shows that the most successful posts come from tourism boards that effectively leverage popular hashtags, collaborations with influencers, and high-quality visual content. 

Chinese Tourism and Emerging Trends 

The large-scale return of Chinese tourists traveling abroad is one of the most significant trends of 2024. Destinations that have successfully adapted to evolving traveler expectations—offering digitalized services and targeted marketing campaigns on Chinese social media—have achieved the best results. 

Among emerging trends on WeChat and Weibo, DMOs, hotels, and cruise lines have seen a notable increase in market share from 2023 to 2024, reflecting renewed consumer interest. Meanwhile, attractions and museums have maintained steady engagement, with a slight increase mainly driven by Disneyland Hong Kong. In contrast, interest in airlines has dropped significantly, by over 80%. 

Sources: 2024 Full-Year Weibo Rankings Report, 2024 Full-Year WeChat Rankings Report by Dragon Trail

At the same time, attracting foreign visitors to China remains a challenge. Platforms like WeChat and Weibo are introducing multilingual tools and promotional campaigns aimed at Western markets, but outbound tourism continues to far exceed inbound travel. 

Europe in the Landscape of Chinese Tourism 

Italy is not among the Top 10 most-mentioned destinations on Chinese social media. 

Spain stands out as the leading European destination, ranking 4th among foreign national tourism boards on WeChat, following Japan, Thailand, and Shanghai. This trend is also reflected in the ranking of the most active international DMOs, where Valencia takes 4th place, ahead of Edinburgh and Milan, which rank 9th and 10th, respectively. 

On Weibo, meanwhile, Nordic countries such as Norway and Denmark have gained significant traction in 2024, reaching 5th and 6th place in engagement rankings, surpassing France and Germany. 

Conclusions 

At Twissen, we believe that effectively leveraging platforms like WeChat and Weibo is essential for attracting Chinese tourists and enhancing relationships with international visitors. While Italy maintains strong appeal, refining its digital strategy is crucial to remaining competitive. The adoption of innovative campaigns, a stronger presence on these social media platforms, and better integration of digital services are key to strengthening Italy’s position in the Chinese tourism market and attracting a growing number of visitors from China. 

Twissen

L'articolo The Role of WeChat and Weibo in Chinese Tourism: An Opportunity for Italy proviene da Twissen.

In recent years, Chinese tourism has undergone a significant transformation, with emerging trends focused on independent travel and personalized experiences. This shift is driven primarily by younger, tech-savvy generations seeking authentic and immersive activities, with a strong curiosity for Italian cuisine and wine culture.

Growing Interest in Food and Wine 

Chinese travelers’ preferences are constantly evolving. While group tours once dominated the market, there is now a growing number of individual travelers and small groups who prefer to explore destinations more independently.

A key factor in this shift is the increasing demand for authentic and unique experiences. Chinese tourists no longer seek only classic tourist attractions but want to fully immerse themselves in local culture through activities related to shopping, wellness, luxury, and, most notably, food and wine.

Italy has become an ideal destination for Chinese tourists, thanks to its rich culinary heritage and the exceptional quality of its food and wine products. Dishes like pizza and tiramisù are already well-known in China, but visitors are eager to experience them in their original form while traveling in Italy.

Italian wine is also gaining popularity among Chinese travelers, especially younger generations, who see it as a symbol of well-being and modern lifestyle. As a result, wine tastings, winery tours, and learning about winemaking techniques are increasingly in demand.

The Importance of Digitalization 

Digitalization plays a crucial role in attracting Chinese tourists. They extensively use social media and travel apps, such as WeChat, RedNote, and TikTok, to share experiences and plan their itineraries.

Beyond having a strong online presence, businesses should integrate popular Chinese digital payment systems, like WeChat Pay and Alipay, to facilitate transactions and improve the shopping experience. Additionally, free and fast WiFi is essential, as Chinese tourists love to share their travel moments in real time.

Practical Tips for Tourism Operators 

To attract Chinese tourists effectively, businesses should consider the following:

• Language support: Translate menus, signs, and informational materials into Chinese, and train staff in basic Chinese phrases.
• Cultural awareness: Avoid cultural taboos, such as the number four (considered unlucky) and gifts like clocks or knives. Be mindful of major holidays like Chinese New Year and Golden Week.
• Tailored hospitality: Provide hot meals and warm water in restaurants, as well as kettles, slippers, and other comforts in accommodations.
• Strong online presence: Utilize Chinese social media platforms and optimize visibility on local search engines like Baidu.
• Authentic experiences: Offer winery visits, cooking classes, and photography-friendly tours in iconic locations.

A Growth Opportunity for Italy 

Chinese tourism represents an exceptional growth opportunity for Italy, especially in the food and wine sector, which remains one of the most sought-after experiences among Chinese travelers. To maximize this potential, businesses must adapt to evolving preferences by offering authentic and personalized experiences that blend tradition with innovation.

With the launch of new direct flights such as Shanghai-Venice and a strong focus on digital integration, Italy is well-positioned to become an even more attractive destination for this expanding market.

Dr. Caterina Ying Hong, born in Hangzhou, China, and living in Venice for over 30 years.

• President of the Cultural Association “The New Silk Roads of Marco Polo” 
• President of the Chinese Tourism Association in Italy 
• Rotating President of the European Federation of Chinese Tourism 
• Board Member of various tourism and business associations 
• President & General Director of Rainbow Hotels Group, Venice 

Dedicated to enhancing cultural and tourism exchanges between Italy and China, she actively promotes dialogue and mutual understanding between the two nations. 

Twissen

L'articolo Chinese Tourism in Italy: New Growth Opportunities  proviene da Twissen.

According to Dragontrail, here are five key trends that international brands should keep an eye on to attract this rapidly evolving segment of travelers.

1. Rise of independent travel: the popularity of independent travel is on the rise, with a 390% year-on-year increase in related searches. This reflects a growing preference among chinese travelers for personalized and tailor-made experiences, steering away from traditional package tours. Travelers are seeking greater freedom and flexibility, desiring to explore destinations at their own pace.
2. Interest in visa-free destinations: another strong trend is the interest in countries that offer visa exemptions. This has seen a 743% increase in searches, indicating that simplicity in travel requirements is a decisive factor in choosing destinations. Countries like Singapore, Malaysia, and Thailand are benefiting from this trend, making their destinations more accessible to chinese tourists.
3. Seasonal travel: seasonal travel is becoming increasingly popular, with a 263% year-on-year increase. However, for the chinese market, “seasonal” doesn’t just refer to the classic four seasons but also includes major holiday periods like chinese New Year and Golden Week. Brands should start promoting offers and marketing campaigns two to three months before these holidays to capture the attention of travelers.
4. Immersive experiences: chinese travelers are showing a growing interest in immersive and unique experiences. Searches for these types of experiences have increased by 282%, including both nature activities like scuba diving and cultural experiences like concerts and art exhibitions. These experiences are particularly appreciated by those looking to enrich their trip with activities that go beyond simple tourism.
5. Technology and travel planning: With the increased use of digital platforms and social media for information gathering, chinese travelers are beginning to plan their international trips well in advance. On average, planning starts 50-60 days before for short-haul trips and up to 90-120 days for long-haul travel. These travelers are meticulous, using over 100 search queries and reading hundreds of posts to prepare thoroughly.

At Twissen, we observe that for international brands, understanding these trends and adapting their marketing strategies and offerings can present a significant opportunity to attract and satisfy the growing segment of chinese travelers.

Francesco Redi

President and founder at Twissen. Manager in Local Development, Tourism Policies,  EU Funds. He cooperates with several European universities, public bodies, development agencies, DMOs and enterprises.

L'articolo New trends in chinese tourism: what international brands need to know proviene da Twissen.

Millennials and Gen-Z now dominate the shopping scene, representing 57% of Chinese shoppers abroad and accounting for 56% of tax-free spending. These groups are more demanding, expecting seamless and digital shopping experiences.

The luxury sector is experiencing polarization: the wealthiest travelers are spending more than ever, while others prioritize experiences like local cuisine and beauty treatments over luxury goods.

Experiences have become a key driver, with Chinese consumers increasingly drawn to cultural events and shopping that offer unique experiences, which in turn influences the luxury market. Lastly, Chinese tourists are more informed and discerning, actively seeking out local and niche brands unavailable at home. This makes them a highly selective clientele, requiring businesses to deliver impeccable, digitally-driven experiences.

Twissen

twissen.com

L'articolo Chinese Tourism 2024: Between Luxury and Unique Experiences proviene da Twissen.

Here are 5 aspects to consider in order to benefit from the opening without wasting resources that could be invested on closer targets.

1. Pandemic and safety: To date, many countries have introduced the obligation for Chinese tourists to take a COVID test before departure. Chinese citizens are used to regularly taking COVID tests and will need one before returning home, so from this point of view, one more test should not prevent them from traveling. However, with a wide choice of destinations for their first trip abroad after the pandemic, the one that does not require a test will appear more accessible and more easily reachable.
2. Destinations: For the moment, according to ForwardKeys, the most sought-after destinations would be Macao, Hong Kong, Tokyo, Seoul, Taipei, Singapore, Bangkok, Dubai, Abu Dhabi and Frankfurt. It is clear that at least for the first period, Chinese tourists’ trips outside their own country will have as main destinations the Asian countries, geographically closer.
3. Timing: According to TTG Asia, the first quarter of the year will focus on business or study trips, rather than leisure travel, whose real restart is expected for the second quarter, reaching pre-pandemic levels by the end of the year.
4. Target: Dragon Trail argues that the first to travel will be independent tourists and in the younger age group, probably millennials or Gen-Z. Main travel motivations will be local cuisine and unique experiences related to the culture of the place.
5. Digital: Chinese social media (69%), travel websites and OTA (49%), KOL and travel blogs (45%) are the most important sources of information on travel destinations for Chinese consumers. In the recovery period, digital channels, the purchase of advertising space and the use of influencers will all be crucial for marketing. As a study by Dragon Trail, ITB China and COTTM shows, WeChat will remain one of the main channels for researching and booking trips and experiences.

We at Twissen observe that, despite the reopening of borders, given the aforementioned implications, the Chinese segment will remain marginal for the next period. It is necessary to study and adapt the strategies to target a specific segment of Chinese tourists, focusing on the most promising destinations and channels.

Twissen

L'articolo China reopens: caution and opportunities proviene da Twissen.

The projects were jointly selected by the Ministry of Culture and Tourism and six banks, including the China Development Bank and the Export-Import Bank of China.

The projects are expected to receive a total investment of around 620 billion yuan (95.7 billion U.S. dollars) and around 233 billion yuan worth of funds, according to the ministry.

Some of the projects have already been implemented and gained credit support, the ministry said.

Read original article

Twissen

L'articolo Chinese banks pump investment to boost cultural, tourism industries proviene da Twissen.