A brand new report indicating Chinese language outbound travellers are trying outdoors the height journey seasons for his or her holidays, representing a possible US$250 billion spending alternative for the worldwide tourism sector.
“Chinese language travellers are now not simply seasonal nomads, they’re strategic planners in search of worth, experiences, and cultural resonance,” mentioned Charlene Ree, CEO and founding father of EternityX, which delivers AI-powered advertising options.
The report, Unlocking Shoulder-Season Demand: Chinese language Outbound Journey, 2025, initiatives 155 million outbound journeys subsequent 12 months – up 25% year-on-year, as Chinese language shoppers regain confidence in abroad journey.
EternityX suggests the shoulder season is rising as a “worth window,” with fares as much as 32% decrease than summer season peaks.
“Our report empowers manufacturers to navigate this shift, turning shoulder-season curiosity into year-round loyalty by data-driven, culturally attuned methods,” Ree mentioned.
Shifting Traveller Profiles:
EternityX notes 5 segments driving the restoration:
· Gen Z digital explorers reserving by way of social platforms.
· Prosperous millennials driving long-haul restoration and wellness journey, in search of Europe and wellness retreats.
· Household/multigenerational teams, with lodge bookings doubling year-on-year (+103%) throughout Labour Day, principally for short-haul journeys.
· Silver travellers wielding an estimated US$6.7bn USD in spending energy.
· FIT journey dominates, with rising demand for self-drive (up 60%), whereas group excursions stay 50% beneath pre-pandemic ranges.
Vacation spot Developments:
Visa-free entry is accelerating bookings: Malaysia (+43% lodge bookings) and Singapore are main Asia, alongside Okay-wave–fuelled progress in South Korea (+48%).
Central and Japanese Europe is gaining traction (Bosnia +28.7%, Serbia 88,000 arrivals), whereas the Center East stories sturdy luxurious and wellness demand (Abu Dhabi welcomed 1.4 million friends in Q1).
Reserving home windows stay compressed: 77% of journeys are finalised lower than 30 days prematurely, with almost half inside two weeks. Analysis usually begins 50–60 days out, positioning September as a vital conversion interval.
“Shoulder season is now not a lull—it’s a proving floor for loyalty,” mentioned Simon Zhong, head of insights & product innovation at EternityX.
“For international journey manufacturers, this era gives a uncommon probability to shift from transactional engagement to long-term fairness.
Suggestions for Manufacturers
EternityX suggests a set of methods for journey and hospitality gamers to capitalise on this momentum:
· Act early in September with urgency-led campaigns to seize late decision-makers forward of Golden Week.
· Leverage visa-free and cost-advantage locations in advertising communications.
· Tailor messaging by phase—Gen Z on Xiaohongshu/Douyin, households with security packages, millennials and seniors with premium wellness gives.
· Use short-burst campaigns three to 4 weeks earlier than Golden Week.
· Retarget post-holiday with gives on winter escapes to construct year-round loyalty.
