Summer 2025: 7 Key Trends Shaping Chinese Outbound Travel

China’s outbound travel market is gearing up for a strong summer season. According to data from Fliggy, Alibaba’s travel platform, over half of Chinese travelers plan to travel abroad in July and August 2025. In a recent webinar, Fliggy’s Vice President of Public Affairs, Leon Li, highlighted seven strategic trends that are redefining how Chinese tourists plan and experience their summer holidays. 

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.