CHINA. The all-important National Day Golden Week holiday, from 1-7 October, is projected to deliver a major boost to global travel retail, as record numbers of Chinese travellers plan overseas trips.
That’s according to latest research from offline behavioural technology company Cosmose AI.
The study revealed that outbound travel during the upcoming Golden Week is set to hit a new post-pandemic high, with 8 million to 10 million travellers.
Accommodation searches are already four times higher than in 2024, reflecting strong intent and early planning among travellers.
A standout trend in the report is the notable rise in travel spending among Chinese consumers, with nearly 25% of travellers setting aside over CNY50,000 (US$7,000) for a single trip, and almost half expecting to spend more than CNY25,000 (US$3,500). Luxury duty-free shopping remains a top priority, with strong demand for prestige labels such as Chanel and Louis Vuitton.
Gen Z and Millennials comprise the largest traveller segments, with Gen Z alone accounting for 42%. With budgets ranging from CNY8,000 (US$1,116) to CNY15,000 (U$2,000), they’re seeking out cultural and lifestyle destinations, from K-pop experiences in Korea to art-filled streets in Japan.
Representing 38% of outbound travellers, Millennials are emerging as big spenders, often dedicating CNY20,000 (US$2,790) to CNY35,000 (US$4,880) on luxury shopping in destinations such as Italy and France.
A key finding of the study is the evolving purpose behind travel, with Chinese travellers showing a marked preference for cultural immersion, premium experiences and relaxation-led activities. There is a clear shift towards quality over quantity, with travellers seeking deeper engagement through cultural heritage, spending more for exclusive experiences, or seeking wellness escapes.
Travel patterns are evolving in line with shifting preferences. While short-haul destinations in Southeast Asia remain popular for spontaneous getaways, the demand for long-haul travel to Europe is also increasing, as travellers combine annual leave with public holidays to prolong their vacation.
As a result, the retail campaign window now often extends to two weeks beyond Golden Week.
The study highlights the opportunity for travel retailers to engage customers early through customised luxury offerings and integrated digital and physical touchpoints.
To maximise impact, campaigns should begin three to four weeks ahead of the Golden Week and continue for four to five days after.
Cultural storytelling, premium product curation and experiential activations are highlighted as essential strategies for connecting with intentional, values-driven consumers.
The emergence of Hainan as a retail powerhouse
While outbound travel surges, Hainan remains a vital growth engine for China’s domestic travel retail market, with its key duty-free sector supported by favourable policies and innovative marketing strategies.
To stimulate spending, Hainan residents can purchase duty-free goods directly with their national ID cards, maintaining a yearly limit of CNY100,000 (US$13,800).
Duty-free retailers have also improved shopping convenience with “buy now, pick up now” and instant delivery services, especially for top categories such as cosmetics.
With full tax exemptions in place, Hainan offers travellers a compelling price advantage, with duty-free items priced up to -50% lower than mainland retail.
Retailers are also driving engagement through scenario-based marketing, themed pop-ups and branded experiences, aligning with the trend toward “shopping + in-depth experience”.
Shoppers are rewarded with multi-category vouchers covering retail, F&B and local attractions, including perks such as free entry to scenic spots with qualifying duty-free purchases. ✈
