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Understanding the latest online behaviour of Chinese Travelers

iSuite Insights Spotlight - Issue #9 Understanding The Latest Online Behaviour Of Chinese Travelers

The Chinese Labor Day Holiday is an exciting time for the tourism market. The 2023 Labor Day Holiday is the first "Golden Week" holiday since lifting travel restrictions. It showcased a remarkable surge in outbound travel, with spending surpassing pre-pandemic levels. Data from Ctrip shows that overall outbound travel booking volume climbed by about 700% compared to the same period in the previous year, with outbound air ticket and hotel booking volume jumping by almost 900% and 450%, respectively, compared to the same period in 2022.

Based on iAudience and iFans data, we have traced and profiled Chinese netizens who actively followed Labor Day Holiday-related topics, highlighting their audience profiles, preferences, and online behaviors, providing valuable strategic insights for marketers targeting Chinese travelers.


Source: iAudience Data as of May 2023


Source: iAudience Data as of May 2023

  • Audiences are interested in topics related to Travel & Hotel, Transportation & Ticket, and Finance.


Source: iAudience Data as of May 2023


Travel Activities: Duty-free Shopping1, Zibo Barbecue2, Camping3

Travel Style: Domestic Travel1, Outbound Travel2, Road Trip3

Travel Information: Subsidy1, Welfare2, Guideline3

Source: iFans Public Opinion Analytics Data as of May 2023

  • Duty-free shopping, Zibo Barbeque, and Camping are popular travel activities among Chinese travelers.


Source: iFans Public Opinion Analytics Data as of May 2023

  • Haikou, Zibo, Hong Kong, Thailand, and Japan are the top travel destinations during Chinese Labor Day.


Source: iFans Public Opinion Analytics Data as of May 2023


Source: iFans Public Opinion Analytics Data as of May 2023

  • Audiences actively debated and discussed the Special Holiday Arrangements of Chinese Labor Day.

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