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posted on Sep. 23, 2025 at 8:00 amSep 23, 2025

$250bn opportunity for marketers in September – November ‘shoulder season’: EternityX

posted on Sep. 23, 2025 at 8:00 amSep 23, 2025

Booking windows remain compressed: 77 per cent of trips are finalised less than 30 days in advance, and nearly half within two weeks. Research typically begins 50–60 days out, positioning September as a crucial conversion period.

A potential $250bn opportunity has been identified for destination marketers, with forecasts showing strong growth in Chinese outbound travel during the September – November ‘shoulder season’, according to a recently released EternityX report titled Unlocking Shoulder-Season Demand: Chinese Outbound Travel, 2025.

The report projects 155 million outbound trips next year, marking a 25 per cent increase year-on-year, as Chinese consumers regain confidence in overseas travel.

The ‘shoulder season’ is emerging as a ‘value window’, with fares down 32 per cent compared with summer peaks.

“Chinese travelers are no longer just seasonal nomads, they’re strategic planners seeking value, expe

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Tags:brands Campaigns Charlene Ree Chinese tourists chinese travellers consumer confidence consumer spending culturally attuned marketing Destination marketing EternityX Gen Z Loyalty messaging millennials retargeting Simon Zhong tourism Travellers

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.