Significant Growth in Outbound Travel Transactions
During China’s 2024 National Day Golden Week, outbound travel transactions made by Alipay users surged by more than 60% year-on-year. This increase highlights the robust recovery of international travel among Chinese citizens, who are once again venturing abroad in large numbers. Popular travel destinations for Chinese tourists included Malaysia, Korea, Thailand, Hong Kong SAR, and Singapore, which saw the fastest growth in transaction numbers.
Unlike previous years when shopping was the primary focus for travelers, 2024 saw a shift towards spending on local experiences. Services such as transportation, entertainment, food and beverage, and retail emerged as the fastest-growing sectors. This change reflects a broader trend of tourists looking to immerse themselves in the local culture, rather than focusing solely on luxury goods or retail purchases.
Shifting Travel Preferences Reflecting Local Experiences
Chinese travelers increasingly opted for local transportation services during their trips abroad, choosing buses, subways, and shared bikes for their journeys. This resulted in small but frequent payments through Alipay, with countries such as Thailand, Malaysia, Hong Kong SAR, and Macao SAR experiencing the fastest growth in transportation-related transactions. These shifts suggest that Chinese tourists are prioritizing convenience and affordability in their travel experiences, especially in urban environments where public transportation is a key part of daily life.
Discount Offers and e-Cards Boost Spending
Every year during Golden Week, Alipay collaborates with global merchants and overseas tourism boards to offer enticing discounts. This year, Chinese tourists traveling to destinations such as Japan and Korea claimed the highest number of coupons through Alipay. These discount offers played a key role in increasing outbound tourism spending, as tourists were incentivized to take advantage of exclusive deals for services like dining, entertainment, and transport.
Additionally, e-cards offered in partnership with tourism boards became increasingly popular. The Singapore Tourism Board’s Passion Made Possible e-Card saw a ninefold increase in purchases, allowing Chinese tourists to explore Singapore’s attractions at discounted rates. Meanwhile, Thailand’s Amazing Thailand e-Card, endorsed by the Tourism Authority of Thailand, doubled its sales compared to the pre-holiday period, further illustrating the growing appeal of bundled discounts for travelers.
Surge in Real-Time Tax Refunds
Chinese travelers took advantage of Alipay’s real-time tax refund services, which experienced a 130% rise in usage compared to the previous year during the Golden Week holiday. These tax refund services, available in many international markets, provided an added incentive for travelers to make purchases abroad, knowing they could conveniently reclaim a portion of their taxes. This streamlined service has become an important feature for travelers, reducing the hassle of traditional refund methods.
Inbound Tourism Sees Record Spending Growth
On the inbound side, international travelers using Alipay accounts equipped with international card functionalities spent 120% more during the first four days of the National Day holiday, compared to the same period last year. This significant surge can be attributed to China’s updated visa-free policies, introduced in 2023, which have made it easier for tourists from over 10 countries to enter China. These travelers spent three times more year-on-year via Alipay, making the most of their trips to China.
In addition to the increased spending, the number of Chinese merchants accepting payments from foreign customers via Alipay doubled year-on-year, reflecting Alipay’s expanding reach and the growing demand for seamless payment solutions in China’s tourism industry. This development is particularly important as China positions itself as a global tourism hub, welcoming more visitors from around the world.
Innovation Driving Increased Engagement: Alipay Tap! and Zhixiaobao
Alipay’s innovative services, such as Alipay Tap! and its AI life assistant Zhixiaobao, played a key role in enhancing the travel experience for both outbound and inbound tourists. During the Golden Week holiday, transactions through Alipay Tap! grew by 130% compared to the same period in September. This service, which enables quick and secure payments through a simple tap of a phone or card, has become increasingly popular among travelers for its convenience.
Zhixiaobao, Alipay’s AI-powered life assistant, also saw a surge in engagement. During the holiday, users made over 20 million interactions with the AI assistant, using it to plan their trips, find local attractions, and receive real-time updates. The daily active user count of Zhixiaobao increased by 40% compared to the pre-holiday period, reflecting the growing demand for AI-driven travel assistance.
Expanding Cross-Border Payment Solutions with Alipay+
Alipay+ has continued to expand its cross-border payment solutions, allowing overseas tourists to use their home e-wallets while visiting China. Since September 2023, Alipay+ has supported 13 leading e-wallets and payment apps across Asia, including AlipayHK, Touch ‘n Go eWallet (Malaysia), Kakao Pay (South Korea), GCash (The Philippines), and more. This service has enabled users to make seamless payments across Alipay’s extensive merchant network in China, further enhancing the travel experience for international visitors.
