Chinese New Year 2025: Unpacking the Travel & Shopping Frenzy

The Year of the Snake unleashed a travel and shopping boom! Chinese New Year (CNY) 2025 set new highs, from soaring international trips to a surge in Tax Free spending.

Travel Takes Off for Chinese New Year 2025

Chinese travelers packed their bags, with 14 million cross-border trips during this period - a +6% rise from 2024¹.

Outbound spending mirrored this upward trend. Alipay transactions overseas surged by +30% compared to the same period last year².

Top Destinations:
Japan Leads the Pack

According to Japan’s National Tourism Organization (JNTO), the country welcomed a +16.9% increase in foreign visitors compared to the year before. This was driven by a +57.3% surge in Chinese visitors during the Chinese New Year holiday, as well as an increase of flights between China and Japan^₃. Japan firmly secured its position as the top destination for outbound Chinese travelers during Chinese New Year 2025⁴.

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Tax Free Shopping on the Rise

Chinese travelers didn’t just explore—they engaged in Tax Free Shopping and enjoyed tax refunds on their purchases. Global Blue data reveals a +42% surge among Chinese Tax Free shoppers worldwide during Chinese New Year compared to the year before, underlining its growing significance for retailers worldwide.

APAC

APAC took the lead, with Mainland China’s Tax Free spend progression soaring by +52%. This reflects the region’s robust recovery and strong demand for luxury shopping abroad.

Continental Europe

Continental Europe also benefited, seeing a +20% increase in Tax Free spend progression. This indicates that Chinese travelers continue to travel to Europe for high-end purchases, even as APAC captures more attention.

Gen Z & Millennials Are Calling the Shots

Younger shoppers dominated this Chinese New Year shopping surge, making waves across both APAC and Europe. In APAC, Gen Z and Millennials drove the momentum, with shopper progression skyrocketing by +78%. Gen X wasn’t far behind, posting an impressive +71% rise, while Silver generation shoppers saw a healthy +40% increase—proving Tax Free Shopping fever spread across all age groups. While Europe echoed this trend, though at a steadier pace. Gen Z and Millennials boosted their activity by +33%, while Gen X shoppers grew by +13%. The Silver generation edged up by +2%, signaling a broad-based recovery and continued appetite for luxury shopping.

The 5-Week Shopping and Travel Window

From Jan 14 – Feb 22, Chinese New Year significantly impacted global tourism: Continental Europe: Tax Free spend progression surged by +20% during the Chinese New Year period, reflecting the continued recovery of international shoppers. APAC: Tax Free spend progression climbed by +52%, underlining the region’s growing momentum and its leading role in global Tax Free Shopping.

The Big Takeaways

Travel Rebound is Real – 14 million cross-border trips prove it! Tax Free Spend Progression Spikes – +52% in APAC, +20% in Europe. Gen Z & Millennials Are Leading the Charge – Younger shoppers are shaping luxury retail trends. Japan is the Hottest Destination – A top pick for Chinese New Year travelers. The 5-Week Chinese New Year Rush Matters – Travel and shopping peaked during this window.

What’s Next?

With Tax Free Shopping proving to be a key driver of luxury tourism, retailers must optimize their strategies to engage and attract high-spending Chinese tourists during this peak period. As Chinese travelers continue fueling global retail, Global Blue is here to help brands capture the momentum. With cutting-edge Tax Free Shopping solutions and travel insights, businesses can tap into this thriving market and maximize their success. From mobile self-data capture and digital refund journeys to tailored assistance and VIP lounges, our solutions streamline the experience for both retailers and shoppers, ensuring smooth, efficient transactions and enhanced customer satisfaction. Through our partnerships with leading digital wallets such as Alipay and WeChat Pay, we enable fast, secure, and hassle-free refunds, delivering even more convenience to Chinese shoppers worldwide.