Last Updated on January 25, 2025
While many consumers fly inbound to celebrate the Lunar New Year’s Eve in China, it’s not uncommon for local consumers to plan extended vacations overseas to avoid the incoming domestic travel rush.
In fact, experts predict that Chinese outbound tourism will return to pre-pandemic levels this year. This forecast is based on the 3.3-fold increase in Lunar New Year bookings and trips in 2024 compared to 2023’s figure for the same period.
Read along as we discuss the importance of this public holiday in the local market and how international travel brands can utilize this opportunity to connect with Chinese tourists.
Overview of Chinese Outbound Tourism During the Spring Festival Holiday
It’s no secret that consumer spending in China is at its peak during public holidays and festivals. However, the Lunar New Year, in particular, holds both cultural and commercial significance in the Chinese tourism market. Here are a few insights on the travel demand during this event:
- Around 6 million overseas trips were reported during the Spring Festival in 2024
- Short outbound trips are popular among Chinese tourists during this period, particularly to destinations such as Japan, Malaysia, Indonesia, South Korea, Thailand, and the United Arab Emirates.
- Mutual visa exemption policies are instrumental to the continued recovery of China’s travel market.
- Group tourism package sales are permitted for 138 countries during CNY 2024.
- Hotel bookings on Qunar increased 4.7 times during last year’s Lunar New Year travel season.
- Around 730% year-on-year increase for outbound travel rental orders on Zuzuche.
Chinese Outbound Travel Trends During The Lunar New Year Holiday
With the increase in international flights and overseas hotel bookings in 2024, outbound Chinese travel trends are expected to change exponentially. Younger and modern tourists from China looking for more dynamic experiences, here are what you can expect from them this year:
● Short-Haul Destinations
Over recent years, local businesses have thrived as people gather in big cities during the Spring Festival celebrations. In 2024, the large crowds of Chinese travelers seem to have shifted to Asia Pacific destinations.
As you can see from the data gathered by popular OTA platforms, Chinese travelers gravitate toward short-haul overseas destinations for their Lunar New Year celebrations.
Major cities in Japan and Thailand are particularly popular during this holiday, specifically because of favorable visa policies and luxury experiences that are unique to these destinations.
This year’s CNY celebrations will happen on January 29th, so practicality and convenience are also likely part of the factors consumers consider when planning their trips.
Source: Dragon Trail
The cost of short-distance travel, especially in South-East Asia, is more affordable than popular Western countries. So, for young tourists experiencing their first New Year holiday trip, these destinations present an opportunity to explore without breaking the bank.
● Group Tours vs. Independent Travel
Group tours to and from China resumed during the latter part of 2023. And while it continued throughout 2024, many younger Chinese travelers are choosing flexible, self-guided trips over traditional group travel packages.
Travel searches for independent itineraries on Xiaohongshu increased by 390% last year, with most queries coming from affluent female tourists from China.
Rather than relying on standardized package tours, Chinese travelers want to set their own pace, pick boutique accommodations, and curate activities that match their interests.
Source: SCMP
OTA platforms have already responded by offering a wider variety of themed packages, like wine tasting and architectural tours.
This demand for tailor-made itineraries will only intensify in 2025 as digital tools and travel review platforms (like Mafengwo and Ctrip) make it simpler than ever for independent travelers to plan their perfect holiday.
● Reliance on Digital Tools and Mobile Payments
Chinese travelers are accustomed to living in a highly digitized environment. WeChat Pay, Alipay, and other digital wallets are typical modes of payment in many parts of China.
When traveling abroad, the expectation remains that payments, transport bookings, and even restaurant orders can be handled seamlessly via smartphone. Destinations that cater to this digital preference are likely to score higher with Chinese visitors.
WeChat payment option on a foreign shop (Source: CITCON)
Beyond payments, Chinese travelers use apps to manage everything from language translation to itinerary planning. Travel and hospitality businesses integrating or partnering with popular Chinese apps gain an advantage in tapping into this tech-savvy market segment.
It’s also common for travelers to document and share their experiences in real-time on local social media platforms. That said, it’s wise to maintain visibility on these marketing channels to establish credibility and accessibility among Chinese consumers.
Best Strategies To Attract Chinese Tourists During The Spring Festival Holiday
1. Ad Placements on OTA Platforms
Online Travel Agencies (OTAs) are often part of the typical Chinese New Year travel planning journey. These platforms currently have over 500 million users, which is around 45.7% of China’s current internet consumer base.
These numbers set a precedent for how influential these platforms are in the Chinese travel market. However, it also means that your target audience has a mountain of options when browsing travel listings on these apps.
During the Spring Festival season, Chinese users flock to these platforms to book flights, hotels, and tour packages. Strategic banner ads, sponsored listings, and promotional messages can help a brand stand out in this crowded landscape.
These OTA platforms have extensive advertising ecosystems. In addition to the usual banners and listing boosts, their ad coverage can extend to popular social media platforms.
For example, Ctrip has an ad alliance format, allowing your paid promotions to reach potential customers on Tencent, Little Red Book, Zhihu, Bilibili, Toutiao, and many more.
2. Collaborations with Travel Influencers
Partnering with local travel influencers is an authentic way to connect with potential Chinese visitors, primarily because modern tourists tend to look for user-generated content when planning their trips.
KOCs typically have smaller but highly engaged audiences, while KOLs wield significant influence and sizable followings. Both collaborations can create buzz around your destination or brand, especially if they are timed around the Spring Festival when people seek travel inspiration.
VisitScotland KOL Campaign on Weibo and WeChat (Source: Dragon Trail)
A good example of a travel KOL campaign is VisitScotland’s “Scotland is Calling” on Weibo and WeChat. It encourages user-generated content and peer-to-peer sharing that garnered over 14,000 participants, 3 million post views, and 21,000 new followers.
This level of engagement showcases how content driven by micro-influencers, real travelers, or key opinion leaders can be leveraged to stoke wanderlust, build online communities, and encourage travel bookings during major holiday seasons.
3. Themed Social Media Campaigns
Designing unique social media campaigns around the holiday theme helps attract Chinese tourists looking for festive experiences.
They often incorporate cultural elements, such as zodiac animals or traditional red-and-gold motifs, to immediately capture the attention of their target audience. Take Coca-Cola’s CNY 2024 social media campaign as an example.
Not only did they tap into the zodiac sign element appropriate for the incoming celebration, but the brand also maximized its reach by using different social media channels.
Coca-Cola CNY branding campaign for 2024
4. Post-Travel Engagement & Loyalty Programs
The relationship with Chinese tourists doesn’t end after their visit. Post-travel engagement through loyalty programs, personalized offers, and follow-up messages fosters long-term connections and encourages repeat visits.
It’s important to establish a community around your brand, which can ultimately become a private traffic source. With access to this consumer group, a brand can easily retain clientele and secure ongoing loyalty.
5. Search Engine Optimization
With millions of individuals researching destinations, accommodations, and experiences online, being visible on local search engines can make or break your ability to attract Chinese tourists during Chinese New Year.
The key to success lies in understanding your target audience’s search preferences and behavior. For example, keywords that align with the interests of Chinese tourists during the Spring Festival, such as family-friendly travel options, cultural experiences, and unique holiday packages, can drive traffic to your site.
On top of these optimization strategies, it’s also important to localize your website to maintain visibility in China’s search engines. This includes acquiring ICP licenses, content translation, local web hosting, and more.
Ready to Dominate the Chinese Outbound Tourism Market?
The travel rush for the upcoming Lunar New Year celebration offers foreign tourism brands an opportunity to resonate better with Chinese travelers. As the market bounces back, new consumer trends and spending patterns are bound to appear, making it more critical for marketers to establish authority in China’s digital ecosystem.
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At Sekkei Digital Group, we understand the role that social media plays in China’s outbound tourism market. With our extensive industry experience and digital marketing expertise, our team can help your brand extend your audience reach in the Chinese market.
Whether you’re looking for a travel KOL to work with or planning an elaborate advertising campaign, we have all the digital solutions you need. Contact us today to learn more.
References:
Record Highs in Travel, Consumption Boost Mark 2024 Chinese Spring Festival Holidays
What CNY 2024 Says About Chinese Outbound Tourism
China’s inbound and outbound travel during the Spring Festival holidays is set to soar