CHINA’S GOLDEN WEEK: MENA’S WINDOW TO WIN BIG IN TOURISM

China Trading Desk reports that Chinese outbound travel is roaring back, with 155 million trips expected in 2025, surpassing even the pre-pandemic peak of 2019. Two key moments are driving this momentum: Golden Week in October and Spring Festival in February. These aren’t just holidays in China; they’re high-intent, high-volume booking windows that brands across the MENA cannot afford to miss.

Why MENA is on China’s Radar

Since China’s borders reopened in 2023, the MENA region has emerged as the fastest-rebounding destination for Chinese tourism. Data from Oxford Economics, Khaleej Times, VisaGuide.News and other regional sources point to a sharp upward trend:

Dubai is expected to welcome over 1 million Chinese visitors in 2025
Saudi Arabia saw arrivals double in the first four months of 2024, boosted by its new Approved Destination Status (ADS)
Egypt, Qatar, and Morocco are all reporting YoY growth between 60% and 100%

Visa reforms, expanded air connectivity, and culturally tailored experiences are helping position MENA as a preferred long-haul destination for China’s new wave of travellers.

Social-First Travel

According to CNN, Chinese travellers now plan trips almost entirely through Xiaohongshu (also known as ‘Little Red Book’). With over 300 million monthly active users, it’s where inspiration strikes.

Over 82% of travellers use the platform for trip ideas.
A single trip involves 300+ posts read, starting 50–60 days before departure.
“Visa-free” search volume is up 743% YoY, signalling growing interest in hassle-free travel.

Travel-Ready Means Payment-Ready

Gone are the days of cash exchange barriers. Insights from KrAsia indicate that, today’s travellers expect Alipay+, WeChat Pay, and UnionPay to work seamlessly – whether in a Dubai Mall or a Cairo Museum.

In the UAE alone, Alipay+ is accepted at over 3,000 merchants and 7,000 taxis.
WeChat Pay now connects directly to foreign cards, making it easier than ever for tourists to spend.

What Brands Should Do Now

To tap into 2025’s Golden Week boom, localisation is non-negotiable:

Create Mandarin-first content optimised for Xiaohongshu searches.
Collaborate with Gen Z micro-influencers 60–90 days pre-travel peak.
Ensure payment systems are Chinese-wallet friendly and promoted visibly onsite.

The Bottom Line

Golden Week is not just a spike in Chinese travel. It is a high-conversion moment for brands that are prepared. Middle Eastern brands, destinations and experiences that speak the language, accept the wallet, and appear where Chinese travellers search are already ahead.

At The MediaVantage, we help brands seize these opportunities through strategic media planning, culturally tailored content, and data-led campaigns designed to reach Chinese travellers at every stage of their journey. With 2025 set to break records, the opportunity is clear: Act locally, think socially, and move quickly.