How GCC can capture China’s US$250 billion shoulder season

The GCC is poised to capitalise on the surge in Chinese outbound travel this shoulder season, a market opportunity worth US$250 billion, according to a report from marketing technology firm EternityX.

 

The report, titled ‘Unlocking Shoulder-Season Demand: Chinese Outbound Travel 2025’, forecasts 155 million outbound Chinese trips this year, a 25% increase, surpassing pre-pandemic levels as consumer confidence rebounds.

 

Visa-free access is driving much of this growth, with Saudi Arabia, Kuwait, Oman and Bahrain joining the UAE and Qatar in lifting restrictions from June 2025, giving the GCC a clear edge over competing destinations.

 

Increased air connectivity is also playing a part, with major carriers including Emirates, Qatar Airways and Etihad adding flights to key Chinese destinations, plus China Eastern Airlines starting routes to the region and forging partnerships.

 

EternityX notes that these off-peak months align with China’s Golden Week holiday, presenting a “value window” where fares can be up to 32% lower than summer highs.

 

Globally, China remains the largest source market for outbound tourism, with nearly 200 million passport holders shaping demand.

 

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Destinations offering visa-free entry are among the top beneficiaries, with Malaysia, South Korea and Singapore leading in Asia while the Middle East reports robust demand for luxury and wellness travel experiences.

 

Earlier this month, Abu Dhabi hosted 160 of China’s leading travel buyers for the China Visitors Summit (CVS), generating close to US$1 billion in potential outbound travel business.

 

Sharing insights on the Chinese market, EternityX says 77% of bookings are made less than 30 days before departure, with nearly half just two weeks out, signalling that this is the optimal moment to target shoulder season demand.

 

“Chinese travellers are no longer just seasonal nomads, they’re strategic planners seeking value, experiences, and cultural resonance,” said Charlene Ree, CEO of EternityX.

 

The profile of Chinese visitors has evolved since visa policies eased, with EternityX reporting a shift from group tours to independent travel.

 

Gen Z explorers are booking via social platforms, affluent millennials are seeking wellness retreats and FIT bookings have surged, while group tours have dropped by 50%.

 

For GCC destinations, tailoring offers to these changing preferences will be key to converting this surge into lasting loyalty.

 

For more information, visit eternityx.com