Last Updated on January 9, 2025
China’s Gen Z, with an estimated population of 265 million, is now at the forefront of the local market. In fact, this young generation currently accounts for 19% of the country’s overall consumer base.
Unlike Chinese Millennials and older generations, this audience segment grew up with the rapid evolution of e-commerce and social media platforms. Because of this, the driving force of their travel consumption patterns often comes from online trends, reviews, and user-generated content.
In this post, we’ll turn our focus on Chinese Gen Z tourists, their travel preferences, the platforms they use for trip planning, and the strategies foreign brands can utilize to connect with this target audience.
Consumer Profile of Chinese Gen Z Tourists
While Chinese consumers are generally discerning and trend-driven, China’s Gen Zers are even more intentional with their travel plans and spending. With the country’s digital ecosystem closely tied to their way of living, the influence that these audiences follow rapidly changes over time.
For example, China’s Generation Z consumers are more concentrated in higher-tier cities than lower-tier regions. According to a study, 56% of these young people reside in Tier 1 and Tier 2 cities. While it may seem like this preference is borne out of better job prospects or a modern lifestyle, it’s clear that Gen Zers are more keen on embracing metropolitan trends.
Right now, China’s Gen Z travelers are one of the fastest-growing segments in the country’s outbound tourism market. Around 87% of older tourists from this generation, likely in their mid-twenties, even revealed that they love to travel locally and abroad.
Their strong purchasing power mainly stems from the fact that over 62% of China’s Gen Z population has an adequate monthly disposable income ranging between 1,000 and 3,000 yuan.
Given its increasing market size and spending, many expert forecasts predict that the Chinese Gen Z tourism spending will reach 16 trillion yuan or $2.4 trillion by 2035. In the first quarter of 2024, HSBC’s survey shows that 62% of travelers are female Gen Z consumers with an age range between 18 and 24. China’s She Economy is spontaneous, with 70% of them booking hotels and other travel-related reservations for merely half a month in advance.
Where do Chinese Gen Z consumers like to travel?
● Japan
Japan’s allure for Chinese Generation Z travelers lies in its harmonious blend of traditional culture and modern innovation. Cities like Tokyo and Kyoto, famed for their bustling urban energy and serene historical sites, have become must-visit destinations in the past year.
Source: Jing Daily
In 2024, a 700% surge in Japan-related travel searches among young people in China was reported. Over 60% of Chinese Gen Z tourists even cite the country’s cuisine as a primary reason for visiting.
Beyond sushi and ramen, interactive experiences like street food markets and hands-on culinary classes resonate deeply with their travel preferences.
The favorable yen-to-yuan exchange rate further fuels the interest in this destination. Thanks to this, younger travelers can indulge in luxury accommodations and high-end shopping without a heavy financial burden.
This affordability offers unique experiences that Gen Zers seek, such as the renowned Sapporo Snow Festival or the serene hot springs in Hakone.
● South Korea
Out of the 3.4 million foreign visitors that visited from January to March of 2024, around one million are Chinese tourists.
Given the influence of the country’s pop culture scene, South Korea is one of the top foreign destinations for Chinese tourists. With the global rise of K-dramas and K-pop, places like Seoul and Busan have become hotspots for fans seeking a deeper connection to their idols.
Unlike the older generation, Chinese Gen Z travelers prioritize unique and personalized experiences over traditional sightseeing. They are drawn to South Korea’s vibrant café culture, picturesque landscapes with strong ties to local history, and opportunities to engage in activities like wearing traditional Hanbok attire and attending concerts.
Source: Global Times
● Singapore
In the first seven months of 2024, Singapore welcomed 1.9 million Chinese visitors. It marks a significant rebound to 85% of pre-pandemic levels from the same period in 2019. This surge positioned China as Singapore’s leading source of tourists, surpassing Indonesia.
Singapore’s rich cultural heritage, modern attractions, and diverse culinary scene make it particularly appealing to these young travelers. Additionally, the city’s reputation for safety and cleanliness aligns well with Gen Z’s post-pandemic travel preferences.
Source: VN Express
● Thailand
Thailand’s close geographical location makes it a convenient choice for short-term travel. This characteristic is primarily what attracts many young tourists from China to visit this country.
In fact, over the past year, they have welcomed approximately 7 million Chinese tourists, a significant portion of whom are from Generation Z.
So, when the second quarter of 2024 approached, it was not a surprise that Thailand was among the top destinations for Chinese travelers, accounting for 13.8% of outbound trips.
Source: SCMP
What are the latest consumer trends for Chinese Gen Z Tourists?
Niche Travel Experiences
For each travel trend that comes and goes in the Chinese market, it’s worth noting that local Gen Z’s interest lies in unique, curated tourism experiences. It reflects their desire for individuality and personal expression.
Unlike previous generations, they avoid mass-market destinations and gravitate toward niche brands, localized experiences, and off-the-beaten-path adventures.
For instance, niche fragrances like Byredo and Creed showcased at Hong Kong’s Shilla Duty-Free store exemplify how retail brands are tapping into this trend. These brands cater to Gen Z’s penchant for exclusivity by focusing on curated, limited-edition selections.
Shilla Duty-Free in Hong Kong (Source: Moodie Davitt)
Travel Over Home Ownership
An HSBC survey indicates that 71% of Chinese Gen Z respondents identify travel as their primary motivation for work. This surpasses typical aspirations such as purchasing property or starting a family, which many young people consider unattainable, especially with the rapid growth of the Single Economy in China.
Several factors contribute to this trend. First, property prices in Tier 1 and Tier 2 cities are skyrocketing. Instead of struggling to enter an expensive real-estate market, Gen Zers channel their disposable income toward life experiences.
Second, social media platforms have turned travel into a powerful status symbol. Sharing tourism experiences and recommendations on the internet often fuels more desire to explore, engage, and discover among peers and close social circles.
Family-friendly Destinations
With group travel gaining back its traction, Chinese families seem to favor destinations that their children prefer. While parents used to make most of the decisions, there is a growing trend of young travelers stepping up to guide the direction of trips, from choosing attractions to helping pick modes of transportation.
This is especially true for Chinese Gen Z tourists, who, thanks to social media sites and travel apps, have access to a wide range of information about foreign destinations.
Source: Jing Daily
Beyond the usual travel activities, Chinese parents also deliberately choose destinations that introduce their children to international education. They view travel as an opportunity for personal growth and a way to broaden their horizons.
Best Travel Marketing Strategies to Attract Gen Z consumers in China
Co-Branding Campaigns
Co-branding campaigns are a proven strategy to capture the attention of Chinese Gen Z travelers, who are known for their affinity for uniqueness and innovation. These campaigns leverage the strengths of two or more brands to create a memorable consumer experience that resonates with this tech-savvy, experience-driven generation.
When global or domestic travel brands collaborate with fashion, tech, or entertainment companies, they tap into the emotional and aspirational aspects that drive Gen Z’s decision-making process.
Such partnerships can enhance a brand’s visibility and credibility while aligning with the values of a generation that prioritizes individuality and social impact.
Fliggy’s “All the Way North” campaign
A good example of a co-branding campaign is Fliggy’s partnership with SPAM. The campaign strategically tapped into the “Harbin Fever” and the “Dongbei Renaissance,” trends that highlight the increasing popularity of China’s northeastern provinces.
By offering coffee, gifts, and interactive experiences at key locations like Yunnan’s Meili mountain range and Jilin’s Songhua Lake, the Fliggy bus became a welcome pit stop for winter sports enthusiasts.
Paid Digital Advertisements
Unlike older generations, Chinese Gen Zers are more inclined to make travel decisions based on recommendations from peers, influencer opinions, and visually stimulating content. This makes digital platforms like local search engines, social media networks, and OTAs (Online Travel Agencies) indispensable tools for advertisers.
Example of Banner Displays on Ctrip
Marketers can catch Gen Z’s attention at multiple touchpoints and guide them smoothly through the booking funnel by placing ads strategically across different channels without over-saturating any single platform.
Among many options, the best channel for advertising to Chinese Gen Z tourists is online travel agency (OTA) platforms. These channels often include paid advertising options, such as banner ads, sponsored listings, and exclusive promotions that increase audience reach and potential conversions.
Social Media Trends
Unlike any other generation, Gen Zers in China don’t simply just go online. A significant part of their lives happens on the internet. Because of this, foreign marketers need to follow the latest digital consumption trends to avoid falling behind their local and international competitors.
As pioneers of China’s ever-evolving digital landscape, these young travelers embrace platforms like Xiaohongshu (Little Red Book), Douyin (China’s TikTok), and WeChat not just for entertainment but as crucial tools for discovering and sharing travel experiences.
A testament to the growing travel trend on local social media is the surge in popularity of tags like “出个远门” (Take a Trip) and “近邻升温” (Neighborhood Warming) on Xiaohongshu. This uptick in social media traffic shows how varied and spontaneous young travelers are when it comes to the places they plan to visit and the activities they want to explore.
Trending travel-related hashtags on Xiaohongshu
Gen Z audiences in Mainland China are omnichannel consumers. Therefore, it’s vital to maintain consistent engagement across multiple local social media sites. Marketers should also ensure that the brand’s image and messaging remain cohesive across these diverse formats.
A streamlined social media consumer journey might involve releasing travel clips on a short video platform, hosting a Q&A session via live stream to address audience inquiries, and publishing an in-depth article that consolidates all the information for those seeking more details.
OTA Platform Promotions
Chinese Online Travel Agencies (OTAs) like Ctrip (Trip.com Group), Qunar, and Fliggy (by Alibaba) dominate the travel booking landscape in China. These platforms are not only popular for booking and reservations but also serve as content hubs where users read reviews, watch travel videos, and engage with recommendations.
To stand out in a saturated OTA marketplace, brands and destinations can develop digital campaigns timed around peak booking seasons and festivals such as the Chinese New Year or Golden Week.
Since Chinese Gen Z consumers also prefer deals that feel personalized and immediate, many marketers have found success with targeted push notifications and limited-time promotions on OTA apps.
Customized pop-ups highlighting discounted weekend getaways or exclusive flash sales for mid-week travelers often generate a sense of urgency that Gen Z finds hard to resist. It also helps that many OTAs are integrated with other popular e-wallet ecosystems in mainland China, like WeChat Pay and Alipay.
Ready To Dominate The Chinese Outbound Tourism Market?
Now that Generation Z is slowly taking over China’s consumer market, businesses should expect changes in how local audiences engage with their digital marketing campaigns. As spontaneous as this segment is, it’s worth noting that this generation leaves more digital footprints than other consumer segments, which can help marketers develop better strategies.
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At Sekkei Digital Group, we understand the local trends driving engagement and consumption among Chinese Gen Zers. With our hands-on industry experience and expertise, our team is ready to help your business reach its target audience.
Whether you intend to work with travel KOLs or launch advertisements on OTA platforms, we have all the digital solutions you need. Get in touch with us today, and let’s start discussing your next digital marketing campaign in China.
References:
Ambitious, educated, liberated but lonely, lethargic: a deep dive into China’s Gen Z