China Marketing to Young Travellers Consumer Report 2025
2025-10-23T16:03:00+00:00
REP8A6FB2D0_B855_4E64_BEE8_F62787B8AEFF
3695
187911
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Report
en_GB
This report looks at the following areas: Travel motivations of younger consumers Motivational differences between the 18-24 and 25-29 age segments Interest-driven travel experience preferences Sources of travel inspiration and…
China
Travel
Marketing and Advertising
simple
China Marketing to Young Travellers Consumer Report 2025
This report looks at the following areas:
Travel motivations of younger consumers
Motivational differences between the 18-24 and 25-29 age segments
Interest-driven travel experience preferences
Sources of travel inspiration and recommendation channels
Style and content preferences in travel marketing
The travel motivations of Chinese youth are polarising: they want to both restore their energy and explore opportunities for personal growth.
Let consumers with similar interests meet up and make younger people the protagonists of their travel stories
Market overview
Frequent travel among 25-29-year olds fuels surge in domestic tourism
Graph 1: number of domestic trips taken, 2024
Graph 2: number of domestic trips taken and year-on-year growth, 2023-25
Weak momentum in per capita spending on domestic travel: trade-up potential yet to be seen
Graph 3: expenditure by domestic tourists and year-on-year growth, 2023-25
Graph 4: the highest spending per capita on domestic travel (excluding shopping) over the past 12 months, by age, 2024
Young people have a strong desire to travel, and consumers aged 18-24 are more proactive
Graph 5: travel plans in the next 12 months, by age, 2025
Domestic tourism is the main theme for the future, but short-distance overseas destinations still appeal to younger people with high budgets
Graph 6: travel destinations in the next 12 months, by age, 2025
Graph 7: travel destinations in the next 12 months for those aged 25-29, by travel budget, 2025
Consumer insights
Motivations diverge: to restore energy while also looking to level up oneself
From ‘hardcore’ to ‘for cowards’: some wish to release tension, others seek easy enjoyment
Young people’s travel motivations: to restore energy and explore opportunities for personal growth
Graph 8: leisure travel motivations, by age, 2025
Demand for energy restoration is on the rise among consumers aged 18-24, while social needs fluctuate
Graph 9: leisure travel motivations for ages 18-24, 2024-25
Graph 10: attitudes of consumers aged 18-24 towards ideal social interactions, 2024
Put down the camera: young people need to recharge
The 25-29 age group wants personal growth during travel and seeks immersive experiences
Graph 11: leisure travel motivations of consumers aged 25-29, 2024-25
Graph 12: the ideal luxury holiday experience for consumers aged 25-29, 2024
High-budget individuals aged 25-29 are more inclined to seek self-improvement and enhance relationships through travel
Graph 13: leisure travel budget of consumers aged 18-29, by age and occupation, 2025
Graph 14: motivations for leisure travel among consumers aged 25-29, by travel budget, 2025
Interest-driven holiday trends: new reasons for younger people to set off
Interests take centre stage, as destinations take a backseat
Graph 15: emotion-driven consumption, by age, 2025
Travellers motivated by interests are mostly those who are just starting in life
Graph 16: motivations for leisure travel, by demographics, 2025
Graph 17: travel activities that meet the needs for the development of interests and hobbies, by target group, 2025
Focus on the small family market: married individuals aged 25-29 without children are enthusiastic about sharing interest-based experiences with their partners
Graph 18: interest in travel activities, by lifestage, 2025
Brands can create shareable, sophisticated travel experiences for couples aged 25-29
Graph 19: motivations for Valentine’s Day/Qixi/520 spending, by family structure, 2025
Graph 20: motivations for leisure travel, by demographics, 2025
The outdoors has become the ideal setting for hobby enthusiasts
Graph 21: interest in travel activities, by age, 2025
Outdoor activities meet young travellers’ multi-faced needs such as socialising, growth and emotional healing
Graph 22: consumer perceptions of needs satisfied by outdoor activities, by demographics, 2025
Step into the outdoors and reboot the self in the non-routine
From being in a photo frame to being part of it: young people embrace the wilderness
Graph 23: interest in outdoor nature activities, by age, 2025
In-person events for hobby communities dial up the fun with a focus on the here and now
Travel inspiration marketing: use multiple touchpoints; daily life triggers and fun and healing elements are crucial
Young people’s travel inspiration channels are decentralised; content integration in daily life matters more
Graph 24: travel inspiration sources for 18-39 year olds, 2025
Traditional advertising is less effective in reaching the 18-24 age group, with interest community touchpoints being an untapped opportunity
Graph 25: sources of travel inspiration, by age, 2025
Emerging information channels can precisely reach hobby and interest enjoyers
Graph 26: travel inspiration sources for 18-29 year olds, by gender, 2025
Young people trust ordinary users or niche creators with similar interests to share authentic and genuine content
Young people prefer travel marketing styles that are down-to-earth, therapeutic and humorous
Graph 27: travel marketing content preference, by age, 2025
Fun is priority: young people in Tier 1 cities prefer humour, crossovers and childlike fun
Graph 28: travel marketing content preference of 18-29 year olds, by city tier, 2025
Women aged 18-24 prefer heartwarming travel experiences, while those aged 25-29 seek cultural tastes
Graph 29: travel marketing content preference of 18-29 year olds, by age and gender, 2025
Cultural and tourism brand marketing content needs to incorporate elements of warmth and intellect to attract young women
Play with memes and crossovers: tourism marketing targeting young men should prioritise fun
Graph 30: travel marketing content preference of 18-29 year olds, by age and gender, 2025
What we think
Appendix – methodology and abbreviations
Travel activities that satisfy specific motivations
Graph 31: travel activities that meet specific motivations, 2025
Motivational differences between the 18-24 and 25-29 age segments
Interest-driven travel experience preferences
Sources of travel inspiration and recommendation channels
Style and content preferences in travel marketing
The travel motivations of Chinese youth are polarising: they want to both restore their energy and explore opportunities for personal growth. Those aged 18-24 place more emphasis on emotional recovery and meeting people through hobbies during travel, while those aged 25-29 seek personal growth through cultural exploration and developing interests. Interest-driven travel, the wild charm of nature and the small family market consisting of the child-free 25-29 year old married couples are the three new opportunities in younger people's travel demands.
Tina Cheng, Research Analyst
Market Definitions
The consumer research for this Report focuses on consumers aged 18-29. It covers travel inspiration channels, preferences for marketing content and style, intentions to travel in the next 12 months, destinations of interest, travel motivations and travel activities for specific needs. By exploring consumer demands in depth, we help brands gain clearer insights into the changing travel motivations of young consumers, the driving forces behind their choice of travel activities and their expectations for marketing content, thereby achieving more precise and efficient marketing.
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