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Chinese Travel Trends For 2025: A Surge In African Adventures, ‘Edutainment’ and Experience-Focused Getaways

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Monday, July 7, 2025

With summer holidays in full action, there are some new trends observed in Chinese tourists in 2025, and they all indicate towards experience, learning, and adventure. Chinese online travel agency Tuniu released some findings into where and how Chinese tourists are traveling domestically as well as abroad. Even though group tours remain most popular, there also seems to be increasing momentum in solo traveling, as Chinese tourists demand learning and immersive experiences like never before.

A Growing Interest in Africa and Adventure

One of the most notable trends for 2025 is the increasing number of Chinese travelers heading to Africa. Destinations like Kenya, South Africa, and Morocco are seeing a surge in interest, driven in part by viral content on social media platforms like Weibo and Douyin, the Chinese version of TikTok. With improved flight connections and the allure of unique wildlife experiences, such as safaris, Africa is becoming a top destination for adventurous Chinese tourists.

The popularity of safaris is particularly strong, with Kenya and South Africa standing out as top choices. “The experience of seeing the ‘Big Five’ animals in their natural habitat has fascinated Chinese travelers,” said a spokesperson from Tuniu. Social media influencers showcasing their own African travels have sparked a greater curiosity, making Africa more accessible and desirable for Chinese tourists seeking to explore new horizons. Morocco, known for its rich history and vibrant culture, has also caught the attention of Chinese travelers seeking both adventure and cultural immersion.

Domestic Tourism and the Rise of ‘Edutainment’

While international travel is gaining momentum, domestic tourism remains a staple for many Chinese travelers. Cities like Shanghai, Beijing, and Sanya are still among the most popular domestic destinations, with their attractions and modern amenities appealing to a broad range of tourists. However, Chinese travelers are increasingly seeking more than just sightseeing. There has been a noticeable uptick in the demand for “edutainment” — a combination of education and entertainment — as families and younger tourists look for engaging, educational experiences.

For example, Beijing’s recently opened Pop Land, which features interactive attractions and themed entertainment, is proving to be a popular destination for families and younger travelers. These attractions, such as Labubu, provide emotional and nostalgic connections, making them particularly appealing to those seeking more than just a traditional vacation. The focus is on experiences that ignite creativity, learning, and personal connection. With a rising number of tourists seeking more than passive sightseeing, this “edutainment” trend is expected to continue well into 2025 and beyond.

Independent Travel on the Rise

Although group travel still remains the dominant form of tourism in China, accounting for 34 percent of all trips, independent travel has been steadily gaining ground, now representing 30 percent of all trips. Younger travelers, in particular, are seeking the freedom and flexibility that independent travel provides. With improved access to booking platforms and greater travel resources, independent travel has become more accessible and appealing.

According to Tuniu’s findings, many Chinese travelers are opting for independent trips to both domestic and international locations that offer more personalized experiences. Whether exploring the mountains of Xinjiang or hiking in Inner Mongolia, independent travelers are seeking off-the-beaten-path destinations where they can explore at their own pace.

This shift in travel preferences aligns with broader global trends, where travelers are increasingly opting for unique and personalized experiences over packaged tours. The increasing demand for adventure travel, including RV trips, aerial tours, and hiking, reflects a growing interest in outdoor and nature-based activities, particularly among younger generations.

Japan, the Maldives, and Thailand: Continuing Popular International Destinations

While African adventures are on the rise, Asia remains the primary destination for Chinese travelers seeking international holidays. Japan, the Maldives, and Thailand continue to be among the top international choices. These destinations are favored for their proximity, ease of access, and cultural appeal.

Japan’s blend of modern innovation and traditional heritage makes it a favorite among Chinese tourists, while the Maldives offers luxurious beach resorts and clear blue waters that are perfect for relaxation and indulgence. Thailand, with its vibrant culture, excellent cuisine, and affordability, continues to draw tourists looking for a diverse, yet accessible, international experience.

The Future of Chinese Travel: Combining Experience with Education

Looking ahead, the key theme for Chinese travelers in 2025 is a desire for experiences that combine education with entertainment, as well as an increasing preference for more personalized, independent journeys. Families are seeking educational opportunities that allow them to learn while having fun, creating a new wave of travel that blends cultural immersion with hands-on activities.

In addition, adventurous travelers are likely to continue exploring beyond China, with more opting for experiences like safaris, nature expeditions, and cultural immersion in regions like Africa. The increasing availability of flights and social media influence will further drive this trend, making destinations like Kenya, South Africa, and Morocco even more popular among Chinese tourists.

Moreover, the surge in edutainment will see more destinations worldwide focusing on interactive learning experiences. In China, cities like Beijing and Shanghai are already establishing themselves as hubs for luxury and educational travel, catering to families who want to combine vacation time with personal growth and discovery.

Reflecting on Changing Travel Habits

As Chinese travelers continue to evolve, their preferences indicate a growing desire for travel that offers not just relaxation but also deeper personal connections, learning experiences, and the opportunity for self-discovery. Whether exploring the wild savannahs of Africa, hiking the rugged landscapes of China’s countryside, or enjoying family-friendly educational trips, 2025 promises to be a year where experience truly takes center stage in travel.

Finally, Chinese 2025 travel trends represent a larger shift in international tourism in which learning, adventure, and real experiences will come to mean so much more than traditional sightseeing. Closer or farther abroad, Chinese tourists will go on to redefine what we thought traveling in the next several years entailed.

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More than 1.1 million Spain’s tourist rental beds could be removed from the market this August

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BARCELONA, SPAIN – More than 1.1 million tourist rental beds in Spain could become unavailable starting this next August if the mandatory registrations in the Spanish National Registry for Tourist and Seasonal Rentals, introduced by the Ministry of Housing and Urban Agenda, are not completed. This would require online platforms to remove listings that do not include the Rental Registration Number (NRA, for its acronym in Spanish). These beds represent 87% of the total national short-term rental (STR) offering active in Spain this summer, as of July 15. Mabrian reached this conclusion after analysing how Spain’s accommodation supply could be impacted by the recently announced agreement between the Ministry and Airbnb, which obliges the platform to remove all listings that do not include the NRA as of August 1, following a 10-business-day grace period after hosts are notified to update their listings accordingly.

The Spanish National Registry for Tourist and Seasonal Rentals, in effect since July 1, takes precedence over all regional and municipal regulations, meaning that no property may legally operate as tourist accommodation unless it is registered in the national database – even if it holds a regional or municipal license.

Mabrian, part of The Data Appeal Company – Almawave Group, studied Airbnb listings published in mid-July across Spain’s 17 autonomous communities and two autonomous cities, comparing how many STR properties reported a local license and how many had already included the NRA in their descriptions. The results indicate that, as of July 15, only 13% of the total short-term rental units listed and available in Spain had completed the state registration process and updated their listings with the corresponding Unique Identification Number.

“Although STR hosts were informed of the deadlines and the mandatory nature of the National Registry by July 2025, most only began the registration process when it came into force, concentrating a large volume of applications into a very short period,” comments Carlos Cendra, Partner and Director of Marketing and Communications at Mabrian.

The analysis conducted across all Spanish regions reveals notable differences among autonomous communities. In Andalusia, the region with the largest number of STR accommodations in the country, only 10.2% of total Airbnb listings include the NRA, despite 83% already having regional licenses. In Catalonia, the third-largest region by STR volume, just 8% of listings have obtained the national code, although 75.6% hold local or regional permits.

Similar patterns emerge in the Valencian Community, the Canary Islands, and the Balearic Islands – regions that also have high concentrations of STR properties – where 15.2%, 16.8%, and 12.2% of available listings, respectively, have included the NRA.

An opportunity to foster STR regularisation in Spain

According to Mabrian’s latest data, 67% of STR listings in Spain include a local or regional license number, but only 20% of those have completed the process to obtain the national registration code. In practice, this means that “more than 1.1 million short-term rental beds are currently operating outside of the regulatory framework and could be removed from the market,” warns the Mabrian spokesperson.

“The data show that the registration process is underway, but it is gradual and will take time,” adds Cendra. “In any case, the possibility of losing such a significant share of the tourist accommodation supply, in the middle of the summer season, must be considered not only from a carrying capacity perspective, but also in terms of its potential impact on the traveller experience and on local economies that depend on seasonal tourism.”

One important aspect to highlight is that the national registry is accelerating the formalisation of the STR sector in regions with a higher proportion of listings lacking municipal or regional licenses. For example, in the Madrid region, of the approximately one-third of STR units on Airbnb that report a local or regional license, 57.7% have already obtained the national code. Progress is also notable in other communities such as Galicia, Aragón, Asturias, Cantabria, Navarra, and La Rioja, where the NRA has been added to more than 30% of listings that already had a local license – figures that represent between 50% and 60% of the total STR supply in those regions.

The article More than 1.1 million Spain’s tourist rental beds could be removed from the market this August first appeared in TravelDailyNews International.



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As c2c transitions to public ownership, Trenitalia looks ahead to a new chapter in UK rail

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LONDON – As the c2c rail franchise transitions to public ownership under the Department for Transport on Sunday 20 July, formally becoming c2c Railway Limited, Trenitalia reflects on a
meaningful and productive chapter in its UK journey – one marked by sustained investment, operational innovation and a shared commitment to delivering high-quality rail services – while reaffirming its continued role in supporting the long-term development of the UK transport sector and contributing to national and regional economic growth.

While rail industry reform continues to take shape, Trenitalia remains firmly committed to its future in the UK market and to maintaining investment across the broader mobility ecosystem. This includes its recent application to operate high-speed services between London and Paris, forming part of a broader commitment to building a more interconnected and sustainable European rail network.

As part of the FS Group, with more than a century of rail experience across Italy and internationally, Trenitalia’s transition from franchise operator marks not an exit, but a repositioning to strategic partner, ready to contribute its expertise to the vision set out by Great British Railways and its interaction with local bodies while running the railway as a national network. In doing so, Trenitalia continues to foster partnerships with UK-based SMEs, universities and innovation hubs, supporting knowledge exchange and long-term sector resilience.

Since acquiring c2c in 2017, our goal was ambitious: to translate the skills, discipline and customer-focused excellence developed in the highly competitive Italian market for British customers. This has included a significant focus on service quality, technological advancement and long-term value for passengers. Over the past eight years, c2c has supported over 315 million passenger journeys and operated 935,000 services and has been consistently recognised as one of the UK’s most punctual train operators, achieving a 94.5% overall customer satisfaction score in most recent Transport Focus survey period – the highest of any UK train operating company.

A substantial programme of investment underpinned this performance. Highlights include the introduction of 10 new Alstom electric trainsets, representing a £100 million commitment to fleet
modernisation, and the delivery of the UK’s first fully contactless national rail network, now used for over 10,000 daily taps across the c2c route. In parallel, improvements to ticketing with Trenitalia’s fully digital PICO system, replacing multiple outdated legacy UK ticket systems, passenger compensation, and upgrades to station facilities have further contributed to a smoother, more modern customer experience.

Trenitalia’s management of c2c has also played a material role in supporting the wider regional economy and community. Each weekday, over 25,000 commuters rely on c2c services into London,
with independent analysis showing that rail travel contributes approximately £590 million annually to businesses in the East of England. Operational excellence has remained a consistent focus, supported by effective fare compliance measures that recovered £596,000 from evasion in the most recent year.

c2c has also earned multiple independent accreditations recognising its commitment to passenger and staff safety, including certifications in Health & Safety, Safeguarding, Secure Stations and the White Ribbon initiative. Complementing these efforts, working in lockstep with the government through targeted investments such as the Station Improvement Fund and the Customer & Communities Investment Fund (CCIF) has significantly enhanced the passenger experience by upgrading facilities and services across the network’s stations.

Ernesto Sicilia, Managing Director at Trenitalia UK, commented: “Our management of c2c has been grounded in a resolve for continuous improvement and being in tune with the needs of the communities we serve. As the franchise moves to public ownership, we acknowledge both the progress made and the ongoing challenges of unifying a fragmented rail industry. In the meantime, we will continue to support and deliver services on the Avanti West Coast franchise until it too transitions to public ownership in 2026. While our role as operator is ending, our dedication to sharing knowledge, supporting innovation and fostering collaboration remains unchanged. We recognise that building a resilient and integrated rail network takes time and Trenitalia is determined to play a constructive part in that journey.”

As the c2c franchise returns to public hands, Trenitalia extends its sincere appreciation to the teams, passengers and industry partners who have contributed to this journey. This has been a period defined by progress, collaboration and mutual learning – hallmarks of a public service delivered with purpose. Trenitalia takes great pride in the achievements realised during this time and looks forward to contributing to the next chapter of UK rail.

The article As c2c transitions to public ownership, Trenitalia looks ahead to a new chapter in UK rail first appeared in TravelDailyNews International.



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Australia’s Travel Surge to the US: Hawaii, New York, and Alaska Lead the Way in 2025

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Monday, July 21, 2025

New statistics have shown a notable shift in travel sentiment toward the United States, particularly from Australia, where interest in visiting the country had significantly declined after the re-election of former President Donald Trump and the policies that followed. Despite the political climate deterring many travelers, recent figures suggest that a growing number of Australians are now looking towards the US as a favored travel destination once again.

Year-on-Year Increase in Travel from Australia to the USA

According to the latest Travel Trends Report by the Australian Travel Industry Association (ATIA), travel from Australia to the USA has increased by nearly five percent year-on-year. More notably, travel between May 2024 and May 2025 has shown an eight percent increase, indicating a resurgence in interest. This growth comes as the broader travel landscape continues to evolve and as political concerns that once deterred potential visitors appear to have somewhat lessened.

The report, while highlighting the overall trend toward more Australian travelers heading to the US, also provides insights into the specific destinations that are attracting the most attention. Australians seem eager to return to their familiar American haunts, while others are venturing to new and perhaps less explored locations within the 50 states.

Honolulu: The Most Popular Destination for Australian Travelers

When asked about their top choice for a holiday destination in the USA, a significant number of Australians expressed a preference for Hawaii, with many citing it as the ideal location for a getaway. In an exclusive survey conducted by Nine, respondents overwhelmingly chose Hawaii as their first choice, making it the most popular US destination for Australians in 2025.

Approximately 25% of respondents indicated that they would prefer to visit Hawaii, with many emphasizing its accessibility as the closest entry point from Australia to the US. Hawaii, known for its tropical landscapes, beautiful beaches, and rich cultural history, has long been a favorite destination for Australians, and it continues to maintain its allure as a perfect vacation spot.

For some, Hawaii feels like an extension of their own territory. One survey respondent mentioned, “Hawaii is by far the best place,” while another jokingly stated that they “don’t consider Hawaii as part of the US anyway,” emphasizing the island state’s unique position in the Pacific and its special status in the hearts of many Australian travelers.

The Appeal of New York, California, and Alaska

Following Hawaii, New York emerged as the second most popular destination in the Nine survey, with 21% of participants indicating a strong preference for the bustling metropolis. New York’s iconic landmarks, such as the Statue of Liberty, Central Park, and Times Square, have long drawn visitors from across the globe, and Australians are no exception. The allure of Broadway, world-class museums, and diverse cultural experiences contribute to its appeal, particularly for those visiting the US for the first time.

Next in line were Alaska and California, which came in as the third and fourth most popular states for Australian travelers. These two locations reflect a blend of contrasts, with Alaska offering the allure of vast wilderness, glaciers, and a unique environment for adventure seekers, while California presents sunny beaches, vibrant cities like Los Angeles, and famous attractions such as Disneyland and the Golden Gate Bridge. 19% of survey respondents expressed interest in exploring Alaska’s rugged landscapes, while 16% leaned towards the laid-back coastal appeal of California.

One respondent shared their enthusiasm for the famous natural sites in the US, commenting that Yosemite, the Grand Canyon, and Las Vegas are must-visit places that they would love to experience on their next trip. These destinations, known for their incredible beauty and entertainment value, continue to be on the bucket list for many.

Other US Destinations Gaining Popularity

Despite Hawaii, New York, California, and Alaska dominating the top spots, there were several other notable destinations mentioned by Australian travelers. Some expressed interest in Tennessee and the southern states, while others listed Louisiana and Missouri as their preferred destinations. The southern states, known for their unique culture, history, and hospitality, have increasingly caught the eye of international tourists, especially those looking for a different side of the US beyond the usual hotspots like California and New York.

A few respondents pointed out their desire to visit New Orleans, Louisiana, particularly for its distinctive French Quarter, jazz music scene, and vibrant cultural festivals like Mardi Gras. Others mentioned the charm of the Midwest and the experience of exploring states like Missouri, which many may not immediately consider when planning a US holiday.

Improving Travel Sentiment in Australia

Recent figures from the Australian Bureau of Statistics (ABS) indicate a strong rebound in travel from Australia, particularly in categories such as holiday travel, business travel, and visits to friends and relatives. Travel for holidays has increased by 12% compared to the previous year, while visits to friends and relatives are up by 15%. Business travel has also shown a positive increase of 8%, signaling a return to international connections and a growing confidence in travel planning.

This growth in outbound travel is particularly encouraging after a noticeable dip in April 2025, when travel figures showed a 6.2% decline compared to the previous month. The upward trend, however, has steadily gained momentum, and many Australians are once again venturing overseas, including to long-haul destinations like the United States.

Some Australians Still Hesitant About US Travel

While the overall sentiment toward US travel has improved, some Australians remain cautious about visiting the country. In response to the survey, several individuals indicated they were still hesitant to travel to the US, citing concerns about safety, political climate, and other factors. One respondent explicitly stated, “I wouldn’t travel to the USA right now, are you absolutely kidding?” and another noted, “I have no interest in going to the US at all.”

This sentiment, although a minority view, highlights that not all travelers feel the same way about visiting the US, especially after a period of political and social unrest that led many to reconsider their travel plans. Some are still wary of the potential risks associated with traveling to a country experiencing fluctuating political and cultural tensions.

The Growing Popularity of US Travel Despite Concerns

Despite the hesitations expressed by a small group, the overall trend toward increased travel to the United States is clear. As Australians increasingly plan their vacations and business trips abroad, the US remains one of the most attractive international destinations. With its iconic cities, diverse landscapes, and abundant opportunities for both leisure and business, the United States continues to be an integral part of the global travel network.

For many Australians, the appeal of visiting iconic locations such as New York, Hawaii, California, and Alaska outweighs the concerns that may have initially deterred them from booking US-bound flights. As the global travel landscape stabilizes and international relations improve, it is likely that even more Australians will consider the US as their destination of choice for the coming years.

Conclusion: A Dynamic Shift in US Travel Sentiment

The recent shift in Australian travel sentiment toward the US, reflected in rising travel numbers and increased interest in US destinations, marks a dynamic change in the post-pandemic travel landscape. While political and social factors have previously deterred some travelers, the increasing optimism toward US travel highlights a renewed sense of possibility and excitement. As more Australians look to explore the vast array of attractions and experiences offered by the United States, it is clear that the country remains a top destination for global travelers. Whether it’s exploring the beaches of Hawaii, the urban energy of New York, or the rugged wilderness of Alaska, the US continues to hold a powerful allure for those looking to venture abroad.



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