Alipay Fuels Massive Growth In China’s Inbound And Outbound Travel Spending During Chinese New Year 2025

Published on February 5, 2025

• Rise in Alipay Transactions by Chinese Tourists: Outbound Chinese travelers boosted their Alipay usage across the 90 million-merchant Alipay+ network, marking a 30% year-over-year increase. Popular travel hotspots—Singapore, Japan, Malaysia, Hong Kong SAR, and South Korea—saw the highest spike in total Alipay spending.
• Inbound Travel Spending Soars During CNY: Alipay transactions from inbound tourists skyrocketed by 150% year-over-year in the first five days of the Chinese New Year holiday. The number of inbound visitors utilizing 13 home e-wallets integrated with Alipay+ nearly doubled during the first four days of the celebrations.
• Fortune Cards Campaign Breaks Records: Alipay’s annual Fortune Cards Campaign captivated 600 million participants this year, pushing its cumulative engagement to an impressive one billion users since its debut in 2016.

Alipay Sparks Travel Boom During 2025 Chinese New Year with Soaring Outbound and Inbound Spending

Outbound Travel: Surge in Transactions as Chinese Tourists Seek Local and Long-Haul Experiences

Chinese travelers expanded their horizons during the 2025 Chinese New Year, fueling a sharp rise in Alipay spending across visa-free and long-haul destinations. The seamless cross-border payment capabilities of Alipay+, which connects 34 e-wallets across Asia and Europe, enabled tourists to make transactions in 66 global markets without currency exchange or cash.

To capitalize on the festive travel season, global merchants partnered with Alipay for an exclusive Chinese New Year (CNY) campaign, attracting a surge in international transactions. Between January 28 and 30, Alipay payments in overseas destinations soared by 30% year-over-year.

Visa-friendly policies played a pivotal role in reshaping travel trends. Singapore emerged as the top choice, registering a 56% year-over-year increase in Alipay spending. Japan followed closely, witnessing a 40% jump in transactions, driven by a weaker yen and relaxed visa requirements. Malaysia, Hong Kong SAR, and South Korea also ranked among the top five most-visited destinations.

Long-haul travel made a strong comeback, with Alipay transactions in Europe growing by 30% compared to the previous year. Besides traditional hotspots like the UK, France, and Italy, emerging destinations such as Switzerland, Austria, and Turkey recorded impressive growth in Alipay usage.

Chinese tourists demonstrated a shift toward immersive experiences. Beyond shopping, Alipay transactions in cosmetic surgery clinics skyrocketed by 449% year-over-year. The demand for local delicacies surged, with spending on meals rising by 33%, snacks by 36%, and desserts by 54%. Public transportation usage also soared, as spending on buses, subways, and ride-hailing services climbed by 139% year-over-year.

Inbound Travel: Visa-Free Policies and Expanded Payment Options Attract Global Visitors to China

China’s introduction of visa-free entry policies for multiple countries led to a sharp rise in inbound tourism during CNY 2025. Alipay responded with initiatives to double the number of merchants accepting payments through international card-linked Alipay accounts and 13 overseas e-wallets.

Expanded collaborations with Visa, Mastercard, JCB, Discover®, Diners Club International®, and UnionPay International now enable visitors to connect their international credit or debit cards to Alipay for hassle-free transactions, as well as access digital services like ride-hailing, hotel reservations, and ticket bookings for flights and trains.

Between January 28 and February 1, Alipay spending by inbound travelers surged 150% year-over-year, with visitors from visa-free countries spending 200% more compared to 2024.

Since September 2023, Alipay+ has facilitated transactions for 13 leading payment apps across Asia through Alipay’s 80-million-strong merchant network in China. During the first four days of the CNY holiday, the number of overseas e-wallet users making payments in China climbed by 94%, with AlipayHK users leading the charge, followed by Malaysia’s Touch ’n Go, Macao SAR’s MPay, Kazakhstan’s Kaspi.kz, and Thailand’s TrueMoney.

China’s Digital Celebration: Alipay’s Fortune Cards Campaign Becomes a Festive Tradition

As digital traditions gain momentum in China, Alipay’s Fortune Cards Campaign has evolved into a must-join New Year event. The campaign invites users to collect virtual fortune cards for well-wishes and potential cash rewards, featuring 28 themed sets, including collaborations with Marvel superheroes and Pop Mart characters.

This year, the initiative attracted 600 million participants, leveraging cutting-edge technologies like AR, AI, and Alipay Tap! to create interactive experiences. It has also empowered businesses of all sizes, from local street vendors to global brands, enhancing customer engagement. Now in its tenth year, the campaign has reached a staggering one billion cumulative participants since its debut in 2016.