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Event Tourism: The Next Big Driver in China Outbound Travel
Event tourism is redefining the landscape of China outbound travel in 2025. As Chinese travelers increasingly seek experience-driven journeys, live events including international concerts to global sporting tournaments, are fast becoming key motivations for traveling abroad.
The Rise of Entertainment-Driven Travel
Data from Trip.com shows a sharp rise in event tourism bookings over the Labor Day holiday. Concert tours saw double-digit growth1, as Chinese fans flocked to performances across Asia.
According to our latest 2025 Chinese Luxury Travelers Whitepaper, major events in Asia saw a spike in bookings on Ctrip in 20242:
- SHINee and IVE’s concert in Hong Kong each lifted booking by over 40%
- The World Table Tennis (WTT) Champions in Incheon saw a massive 600% spike in interest
- League of Legends (LOL) World Championship shows drove a 46% increase in demand
This trend is global. 66% of travelers now plan their trips around live entertainment, with Gen Z and Millennials leading the way3. International sports events such as the Paris Olympics, UEFA Euro, and Formula 1 races have further fueled outbound travel from China. Travelers are no longer just attending but they’re building entire experiences around these events: exploring local landmarks and food scenes along the way.
Redefining the Event Experience with Trip.com
Trip.com’s “Hotel Rooms Plus X” model is transforming how fans travel. Going beyond just hotel stays, this solution bundles concerts, exhibitions, tours, spa treatments, and more, giving travelers a complete and personalized event experience that is perfectly tailored to the desires of the modern China outbound travel enthusiast.
Trip.com has already proven the model’s success in Asia3:
- IU’s 2024 tour partnership with Trip.com generated HK$14M+ in GMV
- Collaboration with SEVENTEEN’s Japan shows sold out in one minute, bringing in 13,000+ new users
The product further amplifies the demand of event tourism, proving that concerts can convert interest into action, and drive conversion at scale.
Partner with iClick to Unlock High-Intent Outbound Travelers
As event tourism continues to shape the future of China outbound travel, iClick helps brands capture this momentum through precise targeting, aligning marketing strategies with emerging cultural trends, and campaign execution across key OTA platforms like Trip.com, Qunar, Fliggy and Tongcheng.
Whether your brand is in music, sports, or lifestyle-driven tourism, we turn travelers’ demand into marketing potential.
Source:
1: May Holiday Asia-Pacific Travel Trends by Trip.com Group
2: 2025 Chinese Luxury Travelers Whitepaper
3: MOMENTUM 2025 REPORT: Travel's Next Big Trends by Trip.com Group
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