Understanding the Chinese Duty-Free Shopper in 2025
As China’s outbound travel surpasses 155 million annual trips in 2025, it marks a powerful return of the world’s most influential travelling consumer. This report, tailored for TFWA members and stakeholders in the global duty-free and travel retail (DF&TR) industry, offers deep insight into the purchasing mindsets, preferences, and planning behaviours of Chinese travellers.
This audience, long renowned for their high spend per trip, is now more digitally connected, value-sensitive, and brand-conscious than ever. From high-net-worth frequent flyers to cautious first-time travellers, each profile offers distinct commercial opportunities—from cosmetics and fashion to spirits and wellness.
This Q1 2025 edition not only refines consumer personas but also offers guidance for TFWA members looking to activate impactful digital-to-retail strategies and optimise their in-store and inflight experiences.
We are pleased to provide this report as part of TFWA’s member services package; simply log in to the website to download the PDF file. Keep an eye out for further publications in the near future.
You have to log in with your TFWA 365 account ID to view restricted contents.