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Skift
25-06-2025
- Business
- Skift
China's Outbound Travel Is Now Being Driven by These Five Categories
Chinese travellers are coming back, albeit differently. The way they plan, what they care about, and what they expect has shifted. And that means destinations, hotels, and retailers need to shift with them. China's outbound tourism is back in full swing, but the real shift is in why people are travelling and how they're deciding where to go, what to book, and what to buy. According to China Trading Desk's second quarter survey, releasing this Wednesday, traditional marketing categories like age and income are no longer the main drivers. Instead, China Trading Desk has developed what it calls the Five Economies Framework, a way to understand what travelers are seeking from their trips: Confidence Economy: First-timers who need clarity and support Value Economy: People spending carefully but still wanting comfort She Economy: Young female Gen Z travelers shaping trends Emotional Economy: Travelers looking for meaning and memories Silver Economy: Older, confident travelers with time and money Source: China Trading Desk First-Timers Want Guidance, Not Guesswork A record 44% of Chinese travelers are going abroad for the first time, up from 38% just last quarter. Many are under 30, and women are especially well represented. These travelers are cautious but curious. While they might be new to international travel, they're far from clueless. These first-time travelers are heavy users of social media platforms, Douyin and Xiaohongshu. They rely on short videos, visual guides, and peer reviews, Subramania Bhatt, CEO of China Trading Desk told Skift. They want simplicity, structure, and reassurance, according to the survey. While first-timers are booking mostly 3- to 4-star hotels, they're also more likely to plan their shopping before booking flights. Travelers Want 'Luxury With Logic' Many Chinese travelers, especially those from Tier 1 cities, are travelling with what Bhatt calls a 'luxury with logic' mindset. They're not throwing money around, but they're willing to spend if the value is clear. 'Gen Z and Tier 1 travelers are selective spenders,' he said. 'They crave value, story, and social capital.' That means flash sales, first-timer bundles, and travel perks that are easy to understand. Limited-time product drops, sustainability labels, and collaborations with Xiaohongshu creators could help brands connect with these travelers, according to Bhatt. Nearly half of all surveyed travelers plan to spend more than 25,000 RMB per trip (not including flights and hotels), and spending on luxury items is growing, especially among Gen Z and Tier 3 travelers. Young Women Are Leading the Shift Young, urban women, many of them Gen Z, are at the forefront of China's outbound travel recovery. According to the survey, they're tech-savvy, often travelling independently, and influenced heavily by social media. They rely on Xiaohongshu not just for travel inspiration but for social proof and tips they can trust. These women aren't passively scrolling; they're comparing, researching, and actively shaping travel trends. Most book less than a month in advance, some within just two weeks, but they start researching much earlier. 'The booking window is short, but the consideration window starts much earlier,' said Bhatt. Travel Is About Meaning While budgets matter, travelers are also seeking emotional returns. Around 22% of survey respondents named food, nature, and culture as equal motivations, showing a preference for rich, meaningful experiences over just sightseeing. These travelers value curated experiences, and small-groups. Bhatt advises travel companies to think less about mass-market tours and more about memory-building activities that help people feel connected. Older Travelers Want Safety and Comfort Older Chinese travelers are travelling more confidently in 2025. They tend to book longer trips, prioritize safety and comfort, and prefer destinations with good health infrastructure and reliable service. China Trading Desk suggests offering accessible travel, bilingual support, guided activities, and wellness packages. This group is less impulsive, as they prefer safety, comfort, and clarity over spontaneity. Same Platforms, Different Needs Though Xiaohongshu, Douyin, and Ctrip are used widely across age groups, their role in the travel journey varies. 'Xiaohongshu builds trust, Douyin drives impulse, and Ctrip closes the sale,' Bhatt said. This platform split helps explain why brands can't take a one-size-fits-all approach. A shopping guide that works on Xiaohongshu may fall flat on Douyin, and vice versa. Singapore, Japan, and Korea Stay on Top While Chinese travelers have changed significantly, the top-visited destinations remain the same: Singapore, Japan, and South Korea. But what keeps them on top isn't just culture or food, it's digital visibility and ease of travel. Source: China Trading Desk 'Their enduring appeal is a mix of perceived safety, travel ease, and constant digital visibility,' said Bhatt. While breaking down the popularity of these destinations, Bhatt said that for instance, Singapore is known for cashless payments, strong airport services, and high compatibility with digital payment services like Alipay. Japan benefits from viral content like '7-Eleven must buys' and cultural dept, while South Korea rides the wave of K-pop, K-drama, and shopping infrastructure. Faster immigration clearance is also on top of the airport services wishlist for Chinese travelers. and Dragon Trail Executives at the Skift Asia Forum
Zawya
18-06-2025
- Business
- Zawya
Mastercard-CrescentRating Global Muslim Travel Index reveals trends shaping the future of Halal travel
Dubai, UAE – As awareness of Muslim travelers' needs grows, Halal travel is increasingly shaping how destinations design and deliver experiences. According to the newly released 2025 Mastercard-CrescentRating Global Muslim Travel Index (GMTI), international Muslim arrivals reached 176 million in 2024 – up 25% from 2023 – and are projected to grow to 245 million by 2030. By then, total travel spending is expected to reach USD$230 billion, highlighting the growing influence and economic potential of this vibrant market. To stay competitive, travel and tourism stakeholders must adapt to the evolving needs of Muslim travelers, prioritizing purpose, inclusivity, and digital innovation. The 10th edition of the GMTI identifies the key trends and destination leaders shaping the future of Halal-friendly travel. Key Consumer Trends Impacting Halal Travel GMTI 2025 highlights five important trends shaping Muslim travel preferences today: Smart Apps for Halal Journeys: Muslim travelers are embracing digital tools that offer seamless access to faith-aligned services and personalized experiences. The Modern Female Muslim Traveler: Women are shaping the Halal travel sector in powerful ways, driving demand for safer, inclusive, and thoughtfully designed spaces. Muslim-friendly facilities: Destinations that offer alcohol-free environments, Halal-certified dining, prayer facilities, and gender-segregated pools and spas are becoming essential. Solo Travel Surge: Younger Muslim travelers are embracing solo adventures, favoring autonomy and personalized itineraries. Digital Detox Retreats: Inspired by Islamic values of mindfulness and balance, many travelers are seeking tech-free escapes rooted in nature and spirituality. Destinations Leading the Way in Muslim-Friendly Travel The GMTI 2025 highlights leading destinations around the world that are setting benchmarks in Muslim-friendly travel. Among OIC destinations, Malaysia retains the top spot, recognized for its accessible Halal-friendly services and infrastructure. Türkiye, Saudi Arabia, and the United Arab Emirates (UAE) share the second spot, each offering a strong combination of cultural heritage, modern amenities, and dedicated efforts to enhance the Muslim travel experience. Indonesia also ranks highly, supported by its rich cultural appeal. Other notable destinations in the Gulf region include Qatar, Oman, and Kuwait, all of which continue to strengthen their offerings for Muslim travelers. Among non-OIC destinations, Singapore remains the leader – recognized for its emphasis on inclusivity and cultural sensitivity. Thailand and the Philippines are steadily emerging as rising Muslim-friendly destinations in Southeast Asia. Thailand offers warm hospitality and a growing range of Halal-certified services, while the Philippines is enhancing its capacity to serve Muslim travelers through better Halal food access and Muslim-friendly features at key tourist sites. In addition, Hong Kong has emerged as standout non-OIC destination, ranking third in the GMTI 2025. The city has invested significantly in Muslim-friendly infrastructure, with 61 hotels accredited by CrescentRating and 153 restaurants Halal-certified by the Trustees of the Islamic Community Fund of Hong Kong. Hong Kong also received the Most Promising Muslim-Friendly Destination of the Year award, part of the Global Muslim Travel Index Awards. Taiwan has also continuously positioned itself as a Muslim-friendly destination, offering a welcoming environment that respects cultural and religious diversity. Over 230 restaurants and hotels have been Halal-certified by the Chinese Muslim Association, many of which include separate kitchens to meet dietary requirements. With the global Muslim travel market entering a dynamic new growth phase, GMTI 2025 serves as a timely guide for stakeholders looking to tap into this fast-evolving landscape. Download the full GMTI 2025 report here: About CrescentRating CrescentRating is the leading authority on Halal travel and tourism. The company uses insights, industry intelligence, lifestyle, behavior and research on the needs of the Muslim traveler to deliver authoritative guidance on all aspects of Halal travel to organizations across the globe. Founded in 2008, CrescentRating services are used by every tier of the tourism industry, from government bodies and tourism agencies to hospitality service providers, to better serve the needs of the Muslim traveler. CrescentRating's products and services include rating & accreditation, research & consultancy, training, & certification (CR Academy), industry reports, Halal-In-Travel conferences, HalalChefWorld program, destination marketing and content provisioning. HalalTrip is a sister brand of CrescentRating. Website: Facebook: Twitter: LinkedIn: About Mastercard (NYSE: MA), Mastercard powers economies and empowers people in 200+ countries and territories worldwide. Together with our customers, we're building a resilient economy where everyone can prosper. We support a wide range of digital payments choices, making transactions secure, simple, smart and accessible. Our technology and innovation, partnerships and networks combine to deliver a unique set of products and services that help people, businesses and governments realize their greatest potential. Appendix – 2025 Global Muslim Travel Index Rankings and Awards GMTI 2025 Rank Top 10 Organization of Islamic Cooperation (OIC) Destinations GMTI 2025 Rank Top 10 Non-OIC Destinations 1 Malaysia 1 Singapore 2 Türkiye 2 United Kingdom 2 Saudi Arabia 3 Hong Kong* 2 United Arab Emirates 4 Taiwan 5 Indonesia 5 Thailand 5 Qatar 6 Ireland 7 Oman 6 Australia 7 Kuwait 8 Philippines 9 Jordan 9 Spain 9 Iran 9 Germany *Hong Kong received the Most Promising Muslim Friendly Destination of the Year, having improved their GMTI score by 10 points – the biggest jump among non-OIC destinations.
The Independent
10-06-2025
- The Independent
Revealed: Where Americans most want to visit in Europe
When it comes to European vacations for Americans — Greece is the word. Searches for the country by US users on a luxury villa rental site increased by 350 percent in 2025 compared to 2024. Oliver's Travels revealed that Greece is No.1 in its search-growth ranking, followed by Croatia (searches up 83 percent), France (40 percent), Portugal (25 percent) and Italy (12 percent). The rental company said: "Greece is showing a big spike in interest, while Croatia's rise suggests growing appeal, possibly among family or luxury travelers." But when it comes to where Americans are actually booking vacations, it's France that comes top, accounting for 32 percent of bookings. Italy follows close behind, with 28 percent of bookings, and the UK and Spain both account for 10 percent each. As for where in France Americans most want to visit, it's Normandy that's currently the hotspot, with searches in 2025 up 600 percent compared to 2024. Umbria in central Italy is also popular, with searches up by 400 percent. The rest of this list comprises the Costa Blanca in Spain (400 percent), "rising star" Istria, Croatia (350 percent), and the Dordogne in France (250 percent). Oliver's Travels notes that Normandy and the Dordogne are booming and suggests that this could be because Americans are becoming more interested in slower, countryside escapes. However, the most popular region for actual bookings is Tuscany, with other favorites including Provence-Alps, the Loire Valley and Languedoc in France, and Puglia in the south of Italy. The most-booked Oliver's Travels villas by Americans are Chez Le Vigneron in Languedoc, France; Casale Eleganza in San Gimignano, Tuscany; and Palais D'or in France's Loire Valley. Oliver Bell, Co-Founder and Owner of Oliver's Travels, said: "We're thrilled to see the continued enthusiasm from our US travelers for our French villas, with France remaining the most popular destination. "The timeless appeal of the French countryside and its rich culture clearly resonates. At the same time, we're excited to witness growing interest in Greece and Croatia, which have both seen significant increases in enquiries compared to last year. These destinations offer stunning coastlines and unique experiences that perfectly complement the evolving preferences of our US clients. We look forward to helping more travelers discover these beautiful locations in the coming seasons." Trending European countries for US travelers — 2025 vs 2024 Greece — searches up 350% Croatia — 83% France — 40% Portugal — 25% Italy — 12%
Bloomberg
05-06-2025
- Business
- Bloomberg
Where Canadians Are Traveling This Summer Now That They're Avoiding the US
Following President Trump's pointed rhetoric about Canada becoming the 51st state—and his implementation of steep tariff hikes—Canadians have started redirecting their vacation plans away from the US. What's missed in the punch lines prompted by Trump's 51st state talk is that Americans' northerly neighbors represent its largest international visitor market, representing some $20.5 billion in spending each year. It's no surprise that other countries are extending a warm welcome to Canadian tourists with hopes of cashing in. Canadians are traveling more this summer than they did last year—just not to the US. According to data from Statistics Canada, the government's data-crunching agency, they have logged 10% more flights to overseas countries in the first five months of 2025 than they did in 2024. In that same period, they also curbed their flights to the US by 20%. Car trips across the border have declined by 35%, leaving US border towns ravaged.
Hospitality Net
19-05-2025
- Hospitality Net
TripAdvisor Announces Cancun & Las Vegas as the Top Destinations For Travelers with Release of Annual Summer Travel Index
Tripadvisor, the world's largest travel guidance platform, predicts a busy travel season according to the brand's annual Summer Travel Index, released today, with 63% indicating excitement for the upcoming travel season. Tripadvisor's Summer Travel Index uncovers the top and trending summer destinations for 2025, with the most popular locations from 2024 still leading the way again for US travelers such as Las Vegas and Cancun. Now trending for summer 2025 are cities including Fort Walton Beach, Florida and Punta Sam, Mexico which topped the list. New data from the report also shows that Gen Z and Millennials are 38% more likely to travel both domestically and internationally compared to Gen X and Boomers. Summer Travel Index: 2025 Top Summer Travel Destinations This year's data indicates that US travelers are looking for a blend of bustling city activities and laid-back beach vacations for their summer travels both internationally and domestically. Top global summer travel destinations for US citizens include: Cancun, Mexico Paris, France London, United Kingdom Top domestic summer travel destinations for US citizens include: Las Vegas, Nevada New York City, New York Myrtle Beach, South Carolina For all destinations that top the Summer Travel Index for American travelers, see below. — Source: TripAdvisor For international trends, four of the top ten trending destinations for US travelers are in the Caribbean, with 51% of travelers citing that their primary reason to travel is to relax and rejuvenate. While Florida dominates the list of trending domestic locations for US travelers with four inclusions on the top ten list, remote areas like Big Sur and Moran, Wyoming are trending as 38% of travelers seek to enjoy nature on their summer travels. For all trending destinations that top the Summer Travel Index for American travelers, see below. — Source: TripAdvisor Opting for Experiences Activities and experiences are a top priority for travelers of all ages, with 83% reporting that it's an important part of their travel budget. Most travelers (89%) are planning up to five activities. Gen Z respondents are more likely to book six or more activities compared to older age group respondents (14% versus older age group average of 9%). Similarly, Gen Z and Millennials are leading the charge on those most likely to travel in general. While every generation prioritizes relaxation, older respondents do so more than younger ones: 56% of older generations (Boomers and Gen X) versus 47% for Millennials and Gen Z. Conversely, younger respondents are significantly more likely to want to have an adventure and explore different cultures than older generations. Summer travel is all about making memories with friends, family and loved ones – and planning those special trips is a highlight of the year for so many travelers. Whether it's exploring the unique cultural sights of a new country, playing and relaxing on a beach, or booking an outing like a guided tour or boat ride, taking advantage of local experiences while traveling helps make memories that will last a lifetime. Tripadvisor reviews can help guide travelers to find the best of the best experiences to round out their trip. Hilary Fischer-Groban, Head of Research & Insights at Tripadvisor It's All in the Plan Planning ahead with a travel guidance platform like Tripadvisor helps ensure travel plans run smoothly and that experiences go according to plan. In fact, 57% of travelers report that they will book activities ahead of their vacations, and Gen Z and millennials are 78% more likely to book on-trip activities in advance (71% vs 40% older age groups). While on their trip, Boomers are more likely to ask locals for recommendations (38%) while Gen Z are more likely to go to social media (51%) to round out their itinerary. The top trending experience categories for 2025 are cultural and themed tours, outdoor activities including things like hiking and horseriding, and cruises, sailing and water tours. Booking accommodations is also a factor in the planning process. Younger respondents (Gen Z and Millennials, 30% average) are more likely to stay in vacation rentals than older respondents (Gen X and Boomers, 21% average), who favor hotels. With experiences and stays available through Tripadvisor, planning your summer travels in one easy-to-use platform simplifies the scheduling process and lets users focus on their getaway , said Fischer-Groban. Tripadvisor's billion-plus reviews and contributions will help travelers decide how best to maximize their valuable vacation days. — Source: TripAdvisor Methodology The data cited in this release was gathered and analyzed from two key sources: A Tripadvisor Consumer Sentiment Survey, based on data drawn from an online survey of over 2,800 consumers, in partnership with Qualtrics, conducted between March 26, 2025 and April 8, 2025 across six countries, including Australia, France, Japan, Singapore, U.K. & U.S. Site behavioral data sourced from first party traffic data on the Tripadvisor platform for searches made by travelers in the U.S., U.K. and Japan between February 1 - April 10, 2025 for travel between June 1 - August 31, 2025. * Source: SimilarWeb, unique users de-duplicated monthly, May 2025 ** Source: Tripadvisor internal log files About Tripadvisor Tripadvisor, the world's largest travel guidance platform*, helps millions of people each month** become better travelers, from planning to booking to taking a trip. Travelers across the globe use Tripadvisor's website and app to discover where to stay, what to do and where to eat based on guidance from those who have been there before. With more than a billion reviews and contributions, travelers turn to Tripadvisor to find deals on accommodations, book experiences, reserve tables at delicious restaurants and discover great places nearby. Tripadvisor LLC is a wholly owned subsidiary of Tripadvisor, Inc. (Nasdaq: TRIP). The subsidiaries of Tripadvisor, Inc. own and operate a portfolio of travel media brands and businesses, operating under various websites and apps. View source
