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China Marketing

From Mini-Holidays to “Bridge Holidays”: Analysis of 2025 Mid-Year Mini-Holiday Traffic Trends

From Mini-Holidays to "Bridge Holidays": Analysis of 2025 Mid-Year Mini-Holiday Traffic Trends

In today’s digital landscape rapidly evolving with AI, internet traffic flows through the capillaries of platforms and devices, mirroring shifts in social activities and user behavior. With favorable policies making public mini-holidays increasingly commonplace, many employees now opt to take leave on Fridays or Mondays adjacent to weekends. This “bridge holiday” model allows them to steal a break and find some breathing room, functionally resembling traditional mini-holidays. Consequently, mini-holidays hold significant reference value for brand marketing and tourism destination planning. To gain deeper insights into user internet behavior patterns during these periods, YOYI Tech conducted a comprehensive analysis of internet traffic across four major 2025 mini-holidays: New Year’s Day, Qingming Festival, Labor Day, and Dragon Boat Festival.

The four sampled mini-holidays exhibit diverse durations, ranging from 1 to 5 days:

  • New Year’s Day (Jan 1): A standalone mid-week holiday on Wednesday.
  • Qingming Festival (Apr 4–6): A 3-day break spanning Saturday to Monday.
  • Labor Day (May 1–5): An extended 5-day period including a weekend.
  • Dragon Boat Festival (May 31–Jun 2): A 3-day holiday incorporating a weekend.

This variety of holiday structures—differing in length and timing—provides multifaceted samples for analyzing user internet behavior across distinct vacation scenarios.

 

01 Mini-Holiday Recharge: Seeking Work-Life Balance

According to traffic data from YOYI TECH’s DNA platform, during these mini-holidays, OTT devices captured 11% of traffic, primarily reflecting entertainment beyond work contexts, especially family-centric activities like TV series watching and big-screen gaming. Mobile devices dominated with an overwhelming 80% share, functioning mainly as entertainment hubs while accommodating limited non-entertainment scenarios (e.g., remote work/learning). PCs accounted for 9% of traffic, largely serving non-entertainment purposes such as work and study. Some users continued handling work assignments and academic tasks even during breaks. Notably, despite smartphones’ entertainment supremacy, a significant user segment actively pursued personal growth and career advancement.

Table 01: 2025 H1 Mini-Holiday Traffic Distribution by Device, Data Source: YOYI TECH DMP

 

02 Mini-Holiday Attributes & Duration: Core Drivers of User Behavior

Drilling deeper into individual holidays, YOYI observed elevated OTT traffic during Labor Day and New Year’s Day—directly correlated with concentrated premieres of May Day and New Year seasonal film and TV releases. As a symbolically significant year-start milestone, New Year’s Day saw more families, couples, and friends opting for at-home TV celebrations—notably countdown events and leisure viewing. Concurrently, these two mini-holidays recorded peak PC usage, reflecting greater demand for clearing work backlogs and academic tasks. New Year’s Day fell precisely on the pivotal point of the week – Wednesday – while the Labor Day holiday spanned five days, making it relatively longer. Consequently, users needed to account for more variables arising from non-leisure scenarios like work and studies when planning their holiday arrangements.

Table 02: 2025 H1 Daily Mini-Holiday Traffic Distribution by Device, Data Source: YOYI TECH DMP

 

During Qingming Festival, mobile and OTT traffic dipped to their lowest levels among all holidays—a direct reflection of outdoor traditions like spring outings and ancestral rites, which naturally subdued entertainment engagement. During the Dragon Boat Festival, entertainment scenarios represented by OTT and mobile devices, and work and study scenarios represented by PCs, showed a relatively balanced distribution. While gathering with family and enjoying festival traditions, people relaxed using phones and TVs, while also moderately attending to work and studies via computers.

 

03 Daily Traffic Patterns: Dual Evening Peaks on New Year’s Day

Analyzing overall daily traffic trends across the four mini-holidays, YOYI observed consistent pre-dawn troughs (0-6 AM). As mornings progressed (6-9 AM), traffic gradually ascended—likely driven by early risers checking updates and planning daily itineraries. Steady growth continued through late morning (9 AM-12 PM), followed by a mild midday dip (12-2 PM) during lunch breaks.

Table 03: 2025 H1 Full-Day Mini-Holiday Internet Traffic Flow Patterns (Daily Average), Data Source: YOYI TECH DMP

 

From 2 PM to 8 PM, traffic resurged, peaking around 20:00 as dependency on digital resources intensified for work and study tasks. Distinctively, New Year’s Day exhibited dual evening peaks: the first arriving 2 hours earlier at 18:00, followed by a secondary uptick (20:00–21:00)—a unique phenomenon tied to pre-dinner gatherings and celebration preparations absent in other holidays. Post-21:00, traffic gradually declined across all four holidays, signaling users’ transition toward rest after outdoor activities. Collectively, New Year’s Day and Labor Day recorded higher daily traffic volumes; the former leveraged its distinctive commemorative significance, while the latter’s extended duration created pivotal windows for brands to capture concentrated online engagement.

 

04 Video, Reading & Social: The Triple Traffic Anchors of Mini-Holidays

Among the top 10 media types by daily traffic during mini-holidays, video platforms dominated with 49% share, fulfilling heightened entertainment demand through short videos, series, films, and variety shows. Social networks followed at 20%, channeling holiday experience sharing and social interactions. Digital reading platforms captured 8% as the third anchor,, validating users’ essential self-improvement needs. The remaining Top 10 slots were claimed by lifestyle services, photo enhancement tools, music/podcast platforms, news outlets, utility apps, travel services, and family-focused content, collectively reflecting user’s integrated demands for daily convenience, moment preservation, leisure travel, and real-time information access.

Table 04: Top 10 Media Types During 2025 H1 Mini-Holidays, Data Source: YOYI TECH DMP

 

The Top 10 media types exhibited distinct daily traffic fluctuations across mini-holidays, reflecting dynamic interplays between holiday attributes and user needs. Video service traffic surged significantly during New Year’s Day and Labor Day compared to Qingming and Dragon Boat Festivals. As a symbolic year-start milestone, New Year’s Day saw platforms concentrating premium content like gala broadcasts and new-year series premieres, aligning with home-based entertainment demands for year-end celebrations. Meanwhile, the extended 5-day Labor Day break fostered multi-scenario video consumption—whether at home or during travel—propelling traffic growth. Conversely, Qingming and Dragon Boat Festivals recorded traffic dips as outdoor ritual activities (ancestral rites/dragon boat racing) dominated, prompting users to step away from immersive screens temporarily.

Labor Day witnessed the most pronounced digital reading traffic surge. The extended 5-day break propelled users’ self-enhancement and planning pursuits, driving engagement with e-books and knowledge columns—while also capitalizing on fragmented intervals during transit. This precisely met lightweight knowledge acquisition demands, catalyzing distinctive traffic growth.

Table 05: 2025 H1 Top 10 Media Daily Traffic Distribution During Mini-Holidays, Data Source: YOYI TECH DMP

 

For social platforms, Labor Day traffic peaked—fueled by extended break duration and diverse activities that spurred frequent check-in sharing and intensified interaction needs, while utility-driven engagements like bridge-holiday hacks and travel coordination further amplified usage. Conversely, Qingming and Dragon Boat Festivals saw dispersed social demand and lower traffic due to shorter durations and ritual-focused engagements.

Regarding lifestyle services, Labor Day maintained dominance with Dragon Boat Festival trailing closely. The 5-day Labor break propelled consumption scenarios (food delivery, home services, ticketing, transport), becoming key traffic drivers. Meanwhile, Dragon Boat Festival generated robust demand through ritual-themed commerce (zongzi, mugwort, dragon-boat gear) and excursion logistics, sustaining elevated traffic.

 

05 Overseas Travel: Asian Dominance with Neighbor Focus

During 2025 H1 mini-holidays, outbound traffic revealed a “Asia-centric, neighbor-prioritized” pattern. Asia captured an absolute majority at 50% traffic share, with high-density clusters in Southeast Asia (33.78%) and East Asia (15.43%). On one hand, within Southeast Asia, countries like Indonesia, Thailand, and Malaysia showed the highest traffic concentration. Attracting users with their “travel value-for-money + geographical convenience,” they aligned perfectly with the short, sharp getaway rhythm of mini-holidays. On the other hand, in East Asia, Japan and South Korea emerged as major traffic hotspots. With dense direct flight networks and high cultural compatibility, they became users’ top choice for light-planning, experience-focused trips.

Table 06: 2025 H1 Outbound Traffic Statistics for Top 30 Countries During Mini-Holidays, Data Source: YOYI TECH DMP

 

In secondary markets, the Americas captured 21% of traffic—primarily driven by the business-leisure duality in the United States and Canada. During mini-holidays, some business travelers bridged work commitments with leisure time. Combined with North America’s diverse natural landscapes and urban experiences, this attracted medium-to-long trip vacationers. Europe accounted for 17% of cross-border travel traffic during mini-holidays, with Western European nations like the UK and France, alongside Southern European destinations such as Italy and Spain, making the list. However, due to distance and complex visa requirements, its traffic share lagged behind Asia, better suiting travelers seeking extended-vacation long-haul trips.

The regional distribution of outbound traffic fundamentally reflects the alignment between mini-holiday time constraints and destination attributes. Given the compressed holiday duration, travelers gravitate toward destinations with shorter flight durations and streamlined itineraries—naturally positioning Asian neighbors as optimal choices. Meanwhile, experience-specific synergies emerge: Southeast Asia’s tropical leisure pursuits, East Asia’s cultural tourism consumption, and Euro-American deep-immersion offerings precisely cater to divergent holiday expectations. Moreover, Asia’s comparative cost advantages—in transportation, expenditure, and visa accessibility—reduce both economic and temporal investments, further reinforcing its gravitational pull on traffic concentration.

Asia’s neighboring destinations function as the absolute core of mini-holiday outbound traffic—an inevitable outcome of travelers prioritizing brief duration, low barriers, and high-impact experiences. Consequently, to strategically capture this demand, Asian destinations must enhance frictionless last-minute travel products, while long-haul locales like Europe and America should focus on bridge-holiday augmented deep-dive journeys, thereby precisely converting traffic potential into market value.

 

Conclusion

The internet traffic patterns during the 2025 H1 mini-holidays unveiled multifaceted characteristics across device usage, daily flow trajectories, media engagement, and outbound mobility. Key insights are summarized below:

01 Users balanced leisure and work during mini-breaks at a 9:1 ratio, actively pursuing work-life equilibrium.

02 Holiday attributes and duration significantly influenced user behavioral decisions.

03 Twin traffic peaks emerged on New Year’s Eve, presenting critical moments for concentrated brand campaigns and online traffic capture.

04 Video content, digital reading, and social networks formed the three core traffic drivers.

05 Cross-border travel trended toward Asian neighbors predominantly, with Americas/Europe as supplementary long-haul destinations.

These traffic patterns provide vital references for brand marketing, destination promotion, and digital content creation, empowering industries to precisely align with user needs and develop market-responsive strategies.

Source of featured image: Photo by Kylo on Unsplash

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News

YOYI TECH and Campbell Pacific Media Announce Strategic Partnership to Enhance Omnichannel Marketing Across APAC

YOYI TECH, a leading MarTech innovator in China, is pleased to announce a strategic partnership with Campbell Pacific Media (CPM), a leading digital consultancy and AdTech reseller in the Asia Pacific region, specializing in driving the expansion of global businesses into and across all major APAC markets. This collaboration aims to improve the accessibility and effectiveness of omnichannel advertising and marketing services, delivering seamless brand experiences and impactful engagement with consumers.

YOYI TECH offers a robust suite of marketing technology products, including its proprietary DSP (Demand-Side Platform), DMP (Data Management Platform), CDP (Customer Data Platform), and MA (Marketing Automation Platform). Backed by coverage of over 80% of media inventory across China, YOYI TECH is widely recognized for its comprehensive programmatic advertising solutions and omnichannel marketing systems. These tools empower brands to connect meaningfully with over 1.09 billion mainland Chinese consumers, overseas Chinese communities, and Chinese outbound travelers.

Campbell Pacific Media brings more than two decades of digital marketing expertise, with a strong reputation for understanding the nuances of APAC markets and delivering compelling brand narratives through performance-driven campaign strategies. As part of the partnership, Campbell Pacific Media will leverage its extensive experience to design and execute cross-border expansion strategies tailored to businesses of all sizes.

“China remains one of the most valuable yet complex markets in the APAC region due to its evolving regulatory landscape, unique consumer behavior, and cultural dynamics,” said Andy Ng, Managing Director, APAC at YOYI TECH. “Through our partnership with Campbell Pacific Media, we aim to offer international brands seamless access to an advanced advertising infrastructure that blends local market expertise with AI-powered and data-driven marketing capabilities.”

This collaboration will provide global advertisers with premium access to YOYI TECH’s expansive data ecosystem, rich media inventory, and versatile ad formats, enabling precise and effective engagement with Chinese audiences. Powered by Campbell Pacific Media’s deep knowledge in expansion strategy, execution, branding and content development, the partnership ensures that campaigns are locally relevant, culturally sensitive, and fully compliant with advertising regulations across regions.

Caroline Campbell, CEO & Founder at Campbell Pacific Media, shared, “The Campbell Pacific Media team is excited to announce our new partnership with Yoyi Tech. Connecting with audiences in China is a top priority for many of the global and regional brands we work with—particularly within the travel and luxury sectors in Japan. This market remains one of the most challenging to penetrate, making strategic, data-driven approaches more crucial than ever. We believe this partnership will unlock new opportunities and deliver exceptional value to our clients.”

The partnership reflects a shared commitment to helping global brands connect with APAC consumers—especially in the Chinese market—by creating campaigns that deeply resonate with target audiences and drive measurable business outcomes.

“This collaboration is about unlocking the potential of AI-powered digital marketing and cross-market consumer insights throughout the APAC region,” said Roy Zhou, CEO of YOYI TECH. “By integrating YOYI TECH’s cutting-edge technology and data assets with Campbell Pacific Media’s strategic expertise, we’re committed to delivering tailored, high-performing campaigns that meet the needs of today’s dynamic digital landscape.”

With exclusive inventory access, advanced targeting capabilities, AIGC-powered creatives, real-time performance optimization, and transparent measurement tools, YOYI TECH and Campbell Pacific Media are paving the way for global brands to achieve meaningful growth through AI-powered programmatic advertising and omnichannel strategies across the APAC region.

For more information about YOYI TECH, visit https://en.yoyi.com.cn.
To learn more about Campbell Pacific Media, visit https://www.campbellpacificmedia.com/.

Source of featured image: Photo by charlesdeluvio on Unsplash

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China Marketing DMP

Luxury Consumers in China: Strategic Insights and Market Opportunities

The Chinese luxury market remains a cornerstone of global growth, projected to capture 40% of worldwide luxury spending by 2025 (The Chinese luxury consumer, McKinsey). Post-pandemic recovery trends indicate a resurgence in overseas consumption, with 60% of purchases occurring domestically and 40% abroad—primarily in Europe and Asia-Pacific (Bain & Company-Altagamma Worldwide Luxury Market Report 2024). Despite this, China’s domestic market and its evolving consumer preferences demand strategic prioritization for global brands seeking sustained growth.

 

 

01 Key Overseas Destinations

According to China Luxury Market Insight Report, published by Tencent Marketing Insight & BCG, Asia dominates as the primary destination for outbound luxury shopping, with Greater China (Hong Kong, Macao, Taiwan) accounting for 30% of purchases. Japan and South Korea follow at 20%, while Southeast Asia captures 18%.

 

 

02 Shopping Channels and Travel Integration Among Overseas Chinese Luxury Consumers

Chinese consumers exhibit a pronounced preference for duty-free channels when purchasing luxury goods abroad, with downtown duty-free stores (41%) and airport duty-free outlets (26%) emerging as the top choices (The Chinese Luxury Consumer, McKinsey Quarterly). This trend underscores the centrality of tax-free savings in purchasing decisions, particularly among price-sensitive yet high-spending cohorts. Beyond duty-free, consumers also frequent department stores, free-standing brand boutiques, and shopping-mall brand stores, though these channels remain secondary to the dominance of duty-free retail.

 

Notably, overseas luxury shopping is rarely isolated; it is often seamlessly integrated into premium travel experiences. Consumers prioritize curated itineraries that pair luxury purchases with high-end hospitality, gourmet dining, and cultural engagements, reflecting a holistic approach to luxury consumption. For brands, aligning with duty-free retailers in key travel hubs—such as airports and urban luxury districts—is critical to capturing this dual demand for exclusivity and experiential value.

 

03 Consumer Demographics: Profiling the Luxury Cohort via YOYI DMP

The core luxury demographic skews heavily female (70%), with nearly 20% aged 45–50. Geographically, 45% reside in Tier-1 cities such as Beijing, Shanghai, and Guangzhou, or emerging hubs like Chongqing, Chengdu, and Shenzhen. This cohort is characterized by high disposable income (90% car ownership), a significant proportion of unmarried individuals (57%), and a preference for integrated consumption scenarios—spanning gourmet dining, shopping, wellness, and sports.

 

 

04 Digital Engagement: The WeChat Ecosystem Imperative

WeChat’s ecosystem has solidified its position as the central hub for Chinese consumers researching overseas luxury purchases. In Q1 2024, 92% of buyers relied on official brand channels—Mini-programs, live streams, official accounts, and websites—to inform their purchasing decisions (2024 Luxury Consumer Survey, Tencent Marketing Insight and BCG). Within this landscape, WeChat alone captures 45% of consumer attention, dwarfing other social media platforms (23%), underscoring its unparalleled influence in shaping buyer behavior.

 

 

Luxury brands leverage WeChat’s Official Accounts (OA) as a gateway to deepen digital engagement. According to Digital Luxury Group, 88% of brands strategically link their OAs to Mini-programs, embedding direct access points in OA menus, articles, and welcome journeys. This integration creates a seamless user experience, guiding consumers from brand content to transactional interfaces—such as product catalogs or exclusive pre-orders—within a single ecosystem.

Beyond digital interaction, WeChat Mini-programs serve as a bridge to physical retail. A robust 86% of luxury brands deploy Mini-program-based store locators, enabling consumers to identify nearby boutiques effortlessly. This feature, combined with inventory-checking tools, drives tangible foot traffic: 37% of brands utilizing store reservation services via Mini-programs. By integrating functionalities like associate-led consultations via WeCom, brands further personalize the path to purchase, merging online convenience with offline exclusivity.

WeChat’s dual role—as both an information powerhouse and an omnichannel facilitator—cements its indispensability for luxury brands targeting Chinese consumers. With over 1.3 billion active users, the platform not only offers unparalleled reach but also provides rich advertising formats embedded in Moments, Official Accounts (OA), Channels, Search, and more, enabling brands to engage audiences through hyper-targeted campaigns. By prioritizing mini-program development, store integration, and leveraging these dynamic ad touchpoints, brands can harness WeChat’s ecosystem to convert digital engagement into offline loyalty, ensuring alignment with the preferences of a sophisticated, tech-driven consumer base.

For actionable insights into the nuanced behaviors of Chinese luxury consumers and proven methodologies to precisely target, engage, and convert high-value cohorts, contact our team at marketing@yoyi.com.cn. Leveraging advanced DMP analytics and deep market intelligence, our consultants design bespoke strategies that align with your brand’s objectives, ensuring competitive differentiation and measurable ROI in China’s dynamic luxury sector.

Source of featured image: Photo by Laura Chouette on Unsplash

Categories
China Marketing DMP

Chinese Outbound Medical Tourism: Strategic Insights and Market Opportunities

The sustained growth of Chinese outbound medical tourism is underpinned by two macroeconomic trends: rising disposable incomes and increasing healthcare prioritization. According to the National Bureau of Statistics of China (NBSC), per capita disposable income has grown steadily since 2022, amplifying household purchasing power. Concurrently, healthcare expenditure as a percentage of total consumption has risen sharply, as noted in the Statistical Communiqué of the People’s Republic of China (2020–2025). This dual trend reflects a structural shift toward health-conscious spending, creating fertile ground for cross-border medical travel.

 

 

01 Treatment Purpose Segmentation

According to L.E.K. analysis, Chinese outbound medical tourists fall into three primary categories:

Critical Care Patients (40% of travelers, data from Analysys): Predominantly seeking advanced treatments for cancer, organ transplants, and neurological conditions in the U.S., Germany, Japan, and Singapore due to superior technology and expertise.

Preventive Care Seekers (28%, data from Analysys): Focused on health screenings and genetic testing, often opting for Japan, South Korea, or Singapore for proximity and cost efficiency. This segment offers high customer lifetime value (CLV) due to recurring engagement.

Aesthetic Medicine Consumers: Primarily traveling to South Korea for cosmetic procedures, driven by cultural alignment with East Asian beauty standards.

 

02 Outbound Medical Service Type Allocation

The Special Analysis of the Overseas Healthcare Market 2017 by Analysys reveals a clear hierarchy in Chinese outbound medical service demand. Critical care dominates, constituting 40.2% of all Chinese outbound medical travelers, driven by high-complexity treatments such as cancer therapies, organ transplants, and advanced neurological interventions.

Health check-ups represent the second-largest segment at 28%, reflecting growing consumer emphasis on preventive care and early disease detection. Unlike critical care, which is characterized by low frequency and high costs, health check-ups offer recurring engagement opportunities, positioning them as a high-potential driver of customer lifetime value (CLV).

Residual ancillary services (14.6%) encompass post-treatment rehabilitation, chronic disease management, and non-urgent specialized care. Cosmetic surgery accounts for 12.2%, underscoring the sustained demand for aesthetic enhancements, while the remaining 4.9% includes niche categories such as experimental therapies and rare disease treatments.

This allocation highlights two strategic priorities. Critical care remains the cornerstone of outbound medical travel, demanding partnerships with globally accredited institutions. Health check-ups and ancillary services present untapped potential for recurring revenue streams through bundled offerings and loyalty programs.

 

 

03 Destination Preferences

The U.S. dominates the critical care market (70% share), leveraging its reputation for innovative therapies and FDA-approved drugs. Japan ranks second (19.2%), appealing to cost-conscious patients through predictable pricing and geographic proximity. The U.K. (8.7%) attracts patients seeking high-quality care at lower costs than the U.S.

 

 

04 YOYI DMP’s Target Persona: Health Pioneers & Beauty Pursuers

Marketing for critical care treatments, such as cancer treatment, is strictly prohibited by the Chinese government. However, advertising for preventative treatments and cosmetic surgeries remains both permissible and highly popular.

The 96.7 million-strong health & beauty segment covered by YOYI DMP skews male (54%) and young (74% aged 25–34), with 81.5% being car owners—a strong indicator of high disposable income. Key engagement channels include auto-centric touchpoints (4S stores, car service apps, and DOOH in parking lots) and premium lifestyle platforms.

Married consumers (60%) require cross-device targeting strategies, such as OTT-to-mobile or DOOH-to-mobile campaigns. Singles (40%) respond well to empowerment-driven messaging, like “Better Me”.

Strategic targeting across online and offline channels is essential to effectively reach and convert this lucrative audience.

 

 

05 Strategic Recommendations

Regulatory Compliance: Avoid direct marketing for critical care; focus on educational content and KOL partnerships.

Precision Targeting: Utilize YOYI DMP’s cross-screen ID mapping to reach high-intent segments.

Service Differentiation: Design personalised aesthetic packages (e.g., minimally invasive procedures for men) and hybrid medical-tourism experiences.

The Chinese outbound medical tourism market demands a nuanced, data-driven approach. Stakeholders must align with regulatory constraints, prioritize hyper-personalized engagement, and leverage granular consumer insights to capture growth.

For deeper insights into the Chinese outbound medical service persona—including city-level distribution, app preferences, behaviors, and more—as well as strategies to target, engage, and convert this audience, feel free to reach out to us at marketing@yoyi.com.cn.

Our experts will craft a tailored marketing strategy based on DMP-driven insights to meet your specific needs.

Source of featured image: Photo by David Trinks on Unsplash

Categories
China Marketing DMP

Decoding the Trends and Personas in China’s International Study Market

According to the Chinese Ministry of Education, the number of Chinese students studying abroad has rebounded significantly. After a rapid recovery from 451,000 in 2020 to 661,000 in 2022, followed by a strong increase from 545,000 in 2023 to 704,000 in 2024, the figure has now returned to pre-pandemic levels.

 

01 Top Education Destinations

Data from the 2024 White Paper on Chinese Students’ Overseas Study Preparation published by New Oriental shows that the United Kingdom, the United States, and Australia remained as the top three most popular study destinations in 2024. Asia also demonstrated remarkable performance, with Hong Kong (China) ranking fourth on the list. Notably, Australia secured its position among the top 3 preferred destinations for the first time, while Asian regions showed particularly strong appeal.

 

 

Over the past decade (2015-2024), the U.K. and the U.S. have alternated as the most sought-after study destinations. During the first five years, the United States maintained its dominance through its world-class educational resources and robust academic strengths, attracting substantial numbers of Chinese students. However, in the latter half of the decade, the United Kingdom surpassed its counterpart by leveraging its shorter program durations and relatively stable political climate, ultimately becoming the preferred choice for prospective Chinese international students.

Factors behind might include education capabilities & qualities, working prospects, university/major rankings, safety, culture, and budgets. According to Qide Education’s 2025 Chinese Overseas Study White Paper, from 2021 to 2025, education capabilities & qualities stays in the first place; working prospect, university/major rankings, safety, and culture keeps in the 2nd place to the 5th place; budget kept growing from the 8th place to the 6th place, indicating the importance of total spends grows year on year.

 

02 Budget, a factor with growing importance

The average budget for studying abroad in different countries and regions diverse from 500 thousand RMB to 625 thousand RMB. Basically, the U.S., Canada, and the U.K. are the top expensive study destinations for Chinese students. While Japan, Europe, and other Asia countries are more economically friendly.

 

 

03 YOYI DMP said:“ Affecting the end-user while persuading the key decider.”

3.1 Students and Parents, the duo system in China’s studying abroad

The unity of Chinese families gives students more freedom of studying choices. The parents would like to invest in their children’s education even after their age of 18. Therefore, the study abroad context of Chinese students is quite different from that of the other parts of the world. The children make their international studying decisions together with their parents, and their parents will support them financially.

Hence, it’s important to affect students and their parents together in their interests period and convince their parents in the buying period.

3.2 Education Background that affects the way of communication

Here’s an educational allocation for Chinese students who would like to study or are currently studying abroad. In Conclusion, from the students’ perspective, the younger generation with a high school degree or below would like to prepare for their overseas education for a bachelor’s degree and below, which accounts for 52% of the overall group. While those with bachelor’s degrees would also pursue a higher degree, on master’s or doctor’s degree, which halves the number of students with a high school degree and below. As high school students are more likely to spend more years on their attaining their degrees than the bachelors, hence they might spend more.

For their parents, 68% have a bachelor’s degree and above, which means colleges abroad need to choose a more acceptable way to communicate with them, especially through data and facts to declare the prosperous future they can bring to the students.

 

 

For both students and parents, the gender is almost even. The majority of students are under 24 years old, and over 86% of parents are between 40 and 50.

 

 

3.3 Lower-tier cities with great potential

Among the top 10 cities where intended international students locate, Shanghai, Beijing, Guangzhou, and Shenzhen are all 1st -tier cities, and 6 other cities are the new 1st -tier cities. 1-st tier and new 1st-tier cities demonstrated a high level of commercial resources concentration, city hub connectivity, urban population activity, lifestyle diversity, and future potential.

 

 

And from the full picture, (New) Tier 1 Cities cover 31% of overseas studying audiences. However, all tier 2, tier 3, and tier 4 cities holds around 20% of overseas studying audiences, which cannot be ignored by education destinations. Actually, studying abroad is no longer a special treat for Chinese population in accordance with the quick development of economy. Overseas study shows a trends of being normal and populist in China.

 

 

To learn more details on overseas study persona in China and how to target, drive interests, engage and convert them, please feel free to contact us by email: marketing@yoyi.com.cn. Our professionals will establish a suitable marketing strategy based on our DMP insights according to your needs.

Source of featured image: Photo by Zoshua Colah on Unsplash

Categories
China Marketing DMP

China-Middle East Outbound Travel Insights & Opportunities

China’s outbound travel market is set for a full recovery by 2025 after years of turbulence caused by the pandemic. According to Future Market Insights, the number of outbound Chinese travelers is projected to reach 155 million in 2025, returning to pre-pandemic levels.

This recovery is not just about numbers; significant shifts in consumer preferences and destination choices also accompany it. While the Middle East and North Africa (MENA) region is not yet among the top 20 destinations for Chinese travelers (according to Travel Weekly Asia), data from niche markets suggests a growing demand. China Daily reports that flights from China to Saudi Arabia increased by 130% year-over-year in 2024, signaling a transformation of the Middle East from a niche destination to a high-potential market.

The Rise of the Middle East: Policy Incentives & Consumption Upgrades

Currently, the Middle East accounts for just 2.1% of China’s outbound travel market (Statista), but its rapid growth trajectory is undeniable. Qunar’s 2024 travel data reveals that Chinese bookings for Middle Eastern destinations have surged, with the UAE experiencing a 62% increase in overall bookings. Abu Dhabi and Dubai, in particular, recorded significant growth, at 72% and 61%, respectively. This surge is driven by two key factors: first, visa facilitation and increased flight connectivity, making the region more accessible; second, the rising demand among China’s high-net-worth travelers for immersive experiences that blend cultural uniqueness with luxury. The Middle East is transitioning from a business stopover to a premium tourism hub that combines high-end services with cultural exploration.

2024 Growth Landscape: Business Travel, FIT, and Air Connectivity

Structural shifts in China’s outbound travel to the Middle East are becoming increasingly evident. In the business sector, the number of Chinese corporate travelers to the region has been steadily increasing since February 2023. According to China Daily, the number of Chinese exhibitors participating in Middle Eastern international trade shows in 2024 has doubled compared to pre-pandemic levels in 2019, making the region a crucial hub for corporate globalization. At the same time, air travel capacity has significantly expanded, injecting new momentum into market growth. Direct flights between China and Saudi Arabia have increased by 130% year-over-year, while carriers such as Emirates and Qatar Airways have launched new routes connecting Beijing and Shanghai with Dubai and Doha, greatly improving accessibility.

The rise of social media and digital services has also profoundly reshaped the travel decision-making process. According to Fastdata’s 2024 China Outbound Travel Industry Trend Report, social media is now the primary channel through which Chinese consumers discover travel ideas, with Douyin, Xiaohongshu, and WeChat ranking as the top three platforms. The proliferation of short videos, live-streaming commerce, and influencer-driven content has enabled travelers to access tourism information through diverse online channels, making trip planning more flexible and fueling the growth of independent travel.

China’s free independent travelers (FITs) are redefining the way the outbound tourism industry operates. A significant number of travelers now complete all bookings—accommodation, transportation, and attraction tickets—online before departure. For OTAs, travel agencies, airlines, hotels, attractions, and car rental companies, adapting to the growing preference for independent travel among Chinese consumers presents new business opportunities in the outbound tourism sector.

Consumer Insights: Segmented Needs Create Precision Marketing Opportunities

From a demographic perspective, China’s travelers exhibit a distinct “dumbbell-shaped” age distribution. According to YOYI TECH’s DMP data, travelers aged 30 to 39 account for 34% of the market, making them the primary spending group. The 25 to 29 age group represents 15%, while those aged 40 to 44 account for 19%, illustrating the coexistence of demand from both affluent middle-aged travelers and young explorers. Geographically, more than 50% of outbound travelers come from Tier-1 and Tier-2 cities, further reinforcing their strong spending power.

To effectively cater to these travelers, tourism businesses should focus on three core strategies. First, developing differentiated travel products tailored to distinct customer segments, such as investment tours and golf networking packages for business travelers or cultural workshops combined with must-visit social media hotspots for younger tourists. Second, enhancing service customization by addressing the shortage of Chinese-speaking tour guides and introducing localized Middle Eastern cuisine adapted to Chinese palates. Third, strengthening digital marketing strategies by leveraging platforms like Douyin and Alipay, using live-streaming promotions and exclusive discount campaigns to boost conversion rates.

Future Outlook: Building a Closed-Loop Ecosystem & Unlocking Market Value

The Middle Eastern tourism sector is entering a positive feedback loop, driven by policy liberalization, increasing demand, and the gradual improvement of tourism infrastructure. With large-scale projects such as Saudi Arabia’s NEOM “Future City” and Oman’s ecotourism development zones, opportunities for Chinese businesses are expanding. To capture this emerging market, companies should focus on three key areas:

  • Deep integration of resources: Collaborate with local hotels and shopping malls to develop exclusive travel packages, enhancing profitability.
  • Creating full-service travel bundles: Offer “flights + visa + hotel + shopping discounts” in a seamless one-stop package to increase per-customer spending.
  • Data-driven precision marketing: Utilize DMP systems to identify the distinct needs of high-net-worth individuals and Gen Z travelers, enabling targeted marketing strategies.

The Middle East is not only a critical region in China’s Belt and Road Initiative but also a testing ground for the transition of China’s outbound travel sector from volume-driven expansion to high-value market penetration. Companies that successfully integrate cultural experiences with digital transformation will gain a long-term competitive advantage in this rapidly evolving travel landscape.

Feature image is photoed by Fredrik Öhlander on Unsplash

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