China’s Outbound Travel Is Surging Back

China Trading Desk reports that Chinese outbound travel is roaring back, with 155 million trips expected in 2025, surpassing the pre-pandemic peak of 2019.

Two major moments are driving this surge: Golden Week in October and Spring Festival in February.

These are not just holidays — they are high-intent, high-volume travel windows that brands across the MENA region cannot miss.

Why MENA Is on China’s Radar

Since China’s borders reopened in 2023, the MENA region has become the fastest-rebounding global destination for Chinese travellers.

Recent data highlights a strong upward trend:

Dubai is expected to welcome over 1 million Chinese visitors in 2025
Saudi Arabia saw arrivals double in early 2024, supported by Approved Destination Status (ADS)
Egypt, Qatar, and Morocco report 60%–100% YoY growth

Visa reforms, increased air routes, and culturally tailored experiences are positioning MENA as a preferred long-haul destination.

Travel Research Starts on Xiaohongshu

Chinese travel planning has gone fully social-first.

According to CNN:

Xiaohongshu (Little Red Book) has 300M+ monthly active users
82% of travellers use it for trip inspiration
A single trip includes reading 300+ posts, starting 50–60 days before travel
“Visa-free” searches are up 743% YoY

This is where Chinese travellers discover, validate, and shortlist destinations — long before booking.

Travel-Ready Means Payment-Ready

Modern Chinese travellers expect seamless digital payments.

Insights from KrAsia show:

Alipay+, WeChat Pay, and UnionPay are expected everywhere — from Dubai Mall to Cairo museums
In the UAE, Alipay+ is accepted at 3,000+ merchants and 7,000 taxis
WeChat Pay now connects to foreign cards, making spending frictionless

Payment readiness is a core trust signal, not a side detail.

What Brands Should Do Now

To capitalise on the 2025 Golden Week boom, localisation is key:

Create Mandarin-first content optimised for Xiaohongshu
Partner with Gen Z Chinese micro-influencers 60–90 days before travel peaks
Ensure Alipay+, WeChat Pay, and UnionPay are supported and promoted visibly

This audience responds to familiarity, relevance, and digital comfort.

Bottom Line

Golden Week is not just a travel spike — it is a high-conversion opportunity for brands ready to meet Chinese travellers where they discover, decide, and spend.

MENA destinations that speak the language, accept the wallet, and show up in the right platforms will win.

At The MediaVantage, we support brands with strategic media planning, culturally intelligent content, and campaigns designed to reach Chinese travellers at every touchpoint.

With 2025 set to break records, the formula is clear:

Act locally, think socially, move fast.

CHINA’S GOLDEN WEEK: MENA’S WINDOW TO WIN BIG IN TOURISM