As we approach the 2025 Winter Holiday, a period marked by the convergence of the Chinese New Year and school vacations, the outbound travel industry is predicted to see a significant increase in activity. This presents a golden opportunity for brands and advertisers to connect with a vast audience of Chinese travelers eager to explore global destinations.
Contrary to previous years, the upcoming holiday season is seeing a general decrease in outbound travel prices due to a reconstructed overseas service network and an enhancement in airline capacity. This has resulted in price drops ranging from 10% to 30% compared to the previous year, making international travel more accessible for Chinese families.
Scheduling and Preferences
The 2025 winter school holiday in China is expected to commence around January 20th and continue until approximately February 12th, with the Chinese New Year holiday spanning from January 28th (New Year's Eve) to February 3rd. Many travel agencies report that people have been inquiring about winter holiday travel options right after the National Day holiday, highlighting early interest in the season.
According to the survey from GZL, over 40% of travelers are planning to begin their New Year trips between January 24th and 27th, allowing for longer and more fulfilling journeys. Celebrating the Chinese New Year while traveling and immersing in global festive atmospheres are becoming significant trends. For instance, travel packages like "5 Days in Singapore and Malaysia" with experiences such as exploring the festive ambiance in Jonker Walk (an old traditional street in Malaysia) are particularly popular; similarly, a "6 Days in Laos" tour featuring communal New Year's Eve dinners and dumpling making sessions to usher in good fortune has caught the attention of many travelers.
Jonker Walk in Malaysia
Destination Trends
The top 10 preferred destinations for the 2025 winter holiday period include Lake Baikal and Murmansk in Russia, Vietnam, Dubai in the UAE, the UK, New Zealand, France-Switzerland-Italy circuits, Hokkaido in Japan, Singapore, Spain-Portugal, and Egypt. The resurgence of direct flight routes has also made Australia, Bahrain, Qatar, and Paksé in Laos emerging hotspots. Notably, this year is a year with a high frequency of auroras, and aurora tourism has become a popular choice for many travelers, with some "chase the aurora" tour package tickets (such as those to Murmansk) selling out swiftly, indicating the passion of travellers to rare natural spectacles.
Family travelers show a growing preference for hassle-free cruise vacations as the global cruise market continues to recover. With an expanding array of cruises departing from ports like Guangzhou, Hong Kong, Dubai, and Singapore, travelers have more options than ever, with durations ranging from 5 to 10 days.
Traveler portrait
The winter holiday period sees a surge in family group travel, with multi-generational trips becoming the norm. The 30-50 age bracket emerges as the key decision-makers for family vacations, and customized travel, such as "one family, one group" tours, has gained acceptance, with a reported 100% increase in interest compared to 2024. These small-scale, personalized tours allow for exclusive experiences, including dining at famous local restaurants and engaging in unique activities.
Previous data reveals that residents of first- and second-tier cities in China prefer long-haul trips to more distant destinations, while those from third-tier cities and below tend to opt for shorter outbound travels, contributing to the continuous growth of the market.
At iPinYou, we understand the potential that this travel boom presents for brands looking to make meaningful connections with Chinese consumers. We are excited to explore innovative advertising strategies with you through CAD, OTT and KOL.etc. to tap into these trends and reach this dynamic audience. Connect with us to explore how we can help you tap into the winter holiday travel boom and catch potential Chinese tourists. Let's embark on a journey towards a prosperous 2025 travel season together.
