After several years of turbulence across the global travel sector, Chinese outbound tourism is once again firmly on an upward trajectory. VisitBritain projections for 2025’s inbound travel of Chinese tourists to the UK are expected to be higher than the previous year, making it the fifth largest visitor market and adding a potential £1.6bn to the UK’s economy.
To help UK businesses understand the opportunity presented by the accelerating return of Chinese tourists, TONG partnered with Walpole as part of The State of London Luxury 2025 report to explore the motivations, expectations, and behaviours of today’s luxury Chinese consumer. Speaking to more than 200 Chinese travellers each with a $10k+ budget (excluding flights), the research sought to explore the preferences in luxury experiences, brands and locations for this much-desired but little-understood group. While our research focused primarily on London, the findings provide valuable insights for luxury brands, hotels, restaurants, and more who are looking to tailor their offering to the Chinese visitor.
The findings reveal that Chinese luxury travellers' behaviours have evolved in meaningful ways since the pandemic, from what they seek, to how they plan, to what they share. These shifts open up significant opportunities for UK brands and cultural institutions to reimagine how they connect with one of the world’s most influential luxury audiences. The question now is not whether an opportunity exists, but how effectively businesses can respond to it.
One of the strongest trends to emerge from the research is the demand for unique, one-off experiences. Chinese luxury travellers are increasingly drawn to opportunities that feel bespoke and memorable, whether that means booking personalised high-end tasting menus, arranging private shopping appointments, or choosing boutique hotels over larger chains. In fact, over 80% of respondents said they plan to seek out a unique Michelin-starred dining experience during their upcoming trip to London, whilst two-thirds were looking to hire a private tour guide during their stay.
This appetite signals not just a preference for exclusivity, but perhaps a deeper desire for immersion and irreproducible moments. Chinese luxury tourists want to participate in something meaningful rather than simply make a purchase or passively visit an attraction. Businesses and cultural institutions that can offer tailored, time-limited, behind the scenes or one-on-one experiences stand to gain the most – especially when these touchpoints are thoughtfully adapted to Chinese cultural and storytelling preferences, such as Harrods’ Year of the Snake activation.
Still, while the focus on experiential travel is undeniably strong, shopping remains a central part of the Chinese luxury tourist’s itinerary. Shopping continues to outperform museums and historical landmarks as a key reason to visit the UK and London, with 97% of respondents saying that access to shopping is important or very important when choosing where to travel generally. Far from being replaced by experiential trends, shopping sits alongside them as an essential component of any trip, with brands able to combine the two likely to benefit the most.
When planning a shopping trip in London, many Chinese luxury travellers already know exactly where they want to go, with many, unsurprisingly, gravitating towards Chelsea and Knightsbridge. Leading luxury hotels in these areas – in particular those with a strong focus on China such as The Peninsula London and Mandarin Oriental Hyde Park, London execute elevated moments at both Western and Chinese festivals, to the delight of their Chinese guests. This only adds to the appeal of these districts’ reputations for offering curated brand and shopping experiences, and photogenic, immersive, high-quality retail environments.
Amongst our respondents, awareness of the UK’s lack of VAT refunds remains inconsistent and they prioritised a broad selection of brands, VIP-level customer service, and a retail experience that stands apart. These expectations mirror the wider desire for exclusivity and authenticity that shapes their travel behaviour more broadly. And whilst price, discounts, and incentives inevitably play a role, for Chinese luxury consumers the real value lies in accessing products and moments they cannot find closer to home, ideally delivered in an environment that feels special, elevated, and unique.
Chinese luxury travellers may prioritise immersion, exclusivity, and even private one-on-one moments, but they still expect these to be shared and validated through social media. Visually striking, shareable experiences are essential for brands looking to engage these consumers, especially when aligned with the platforms they use most. China’s digital ecosystem of course dominates – Rednote (Xiaohongshu) remains the top source of influence for luxury Chinese tourists visiting London, closely followed by Douyin. Incorporating these channels into marketing strategies and point-of-sale moments gives UK brands a direct route into the digital spaces where decisions are made and memories are broadcast.
It’s important to remember that the broader Chinese-language digital ecosystem is central to how travellers plan, book, pay, and even seek support during their trips. Consistent brand execution across all touchpoints, from social to online travel agencies (OTAs), and from front of house staff to aftercare, is essential. A central expectation is that communication feels localised and is delivered through the platforms trusted by Chinese users.
As Chinese tourism to the UK continues to recover post-pandemic the opportunities for brands, especially those in the luxury space are significant. This should be seen as a chance for businesses to get creative, think about the emotions they want consumers engaging with their brand to feel, and the experiences they can create to get them there. The brands that will emerge as the winners will be ready to pair one-off moments with visuals that inspire, elevating experience, honouring and celebrating cultural nuance, and importantly, meeting Chinese consumers exactly where they are both online and offline.
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