China Study Abroad Trends on Douyin: Bridging Global Education with Outbound Travel Discovery

Douyin: Where Study Abroad Meets Outbound Travel Discovery

China remains the world’s largest source of international students, with over 704K Chinese studying abroad in 2024.¹ This massive outbound student community represents not just education mobility, but also a powerful driver of high-intent, long-duration global youth travel. Douyin has gradually become a key platform where the “study abroad” journey meets “travel abroad” discovery.

#留学生活 (study abroad life) have now exceeded 42 billion views on Douyin², reflecting how students use the platform to get inspiration, research, and plan their time overseas. From visa updates and campus life to travel guides and weekend trip itineraries, the platform captures every stage of the modern study-travel lifestyle.

Insights: How Douyin Fuels the Study-Travel Trend in China

Douyin as a Real-Time China’s Outbound Travel Research Hub

Douyin is no longer just a space for entertainment, it’s where students and parents discover travel ideas tied to overseas education. Nearly 70% of users trust verified business accounts, making official education and travel pages especially influential³. Educational agencies saw a 10% YoY increase in certified Douyin accounts³, with many expanding their content to include engaging travel tips, student city highlights, and cultural experiences that shape students’ overseas plans.

Trending Study and Outbound Travel Destinations on Douyin

Douyin’s data reveals clear preferences among aspiring students²:

• Studying in the UK: 12B views
• Studying in South Korea: 7B views
• Studying in Japan: 4.9B views
• Studying in the USA: 4B views

These massive view counts show Douyin's power to turn destinations into living travel narratives. The UK dominates for its cultural depth and accessibility to Europe; South Korea attracts for its pop culture and city life, while Japan and the US remain aspirational for their academic prestige and lifestyle diversity.

⁠Timing and Seasonality: When Study Meets Travel

While study abroad plans in China follow distinct waves - March, June, and November mark the peaks of application and departure cycles³, these periods also coincide with major travel seasons. Students are planning pre-departure visits, exploring host countries during semester breaks, or reuniting with family through leisure travel. Douyin content during these times sees spikes in engagement, as students share travel itineraries, visa updates, and must-visit guides for destinations near their campuses. This represents an ideal window to engage high-intent travelers who are simultaneously planning their next academic and travel chapters.

Trust and Authenticity: Douyin’s Narratives That Feels Real

What makes Douyin so influential is its authenticity. Instead of polished brochures, families and students see real vlogs of people adapting abroad - riding trains, visiting nearby cities, and celebrating local holidays. These firsthand travel stories create a sense of familiarity, reduce uncertainty, and ultimately inspire students and parents for educational decisions and travel ideas.

From Education to Exploration: How iClick Helps Travel and Education Brands Win on Douyin

For travel companies, airlines, destination marketing organizations, and education providers, Douyin offers an unmatched opportunity to connect with China’s next generation of global explorers.

With iClick’s data-driven marketing solutions, brands can:

• Identify high-engagement study-travel trends.
• Target student travelers exploring local trips and cultural experiences abroad.
• Collaborate with high-impact KOLs and KOCs to co-create authentic content blending education and travel storytelling.

As Douyin continues to redefine how China’s youth discover the world, iClick helps brands turn digital engagement into real-world journeys, bridging study abroad with the global travel experience.

Partner with iClick to tap into this evolving market!

Sources:

1. Statista: Number of students from China going abroad for study from 2010 to 2024
2. How Douyin Shapes China’s New Era of Study Abroad Choices
3. Douyin Education Marketing: Trends, Tips & Solutions

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