Hangzhou, February 24, 2025 – Alipay recorded a significant increase in cross-border travel spending during the 2025 Chinese New Year (CNY) holiday, driven by visa-free policies and the increasing adoption of digital payment solutions. Both outbound and inbound travel saw a surge in transactions, reflecting evolving consumer behaviors and the growing demand for seamless, cashless payments.
Outbound Travel: Increased Spending and Local Experiences
Chinese outbound travelers significantly increased their use of Alipay across the 90 million-merchant-strong Alipay+ network, with total transactions growing by 30% year-on-year (y-o-y).
Singapore emerged as the top destination, with Alipay spending up by 56% y-o-y, while Japan saw a 40% increase, benefiting from relaxed visa policies and a weakened yen. Malaysia, Hong Kong SAR, and South Korea also ranked among the most popular destinations.
Long-haul destinations rebounded, with Alipay transactions in Europe rising by 30%. Traditional hotspots such as the UK, France, and Italy saw steady growth, while emerging markets like Switzerland, Austria, and Turkey experienced notable increases in transactions.
Beyond shopping and entertainment, Chinese travelers increasingly sought personalized local experiences. Alipay spending on cosmetic surgery rose by 449% y-o-y, while spending on food categories, including meals, snacks, and desserts, grew by 33%, 36%, and 54%, respectively. Local transportation, including buses, subways, and ride-hailing services, saw a 139% y-o-y increase, indicating a shift towards immersive travel experiences.
Inbound Travel: Visa-Free Policies and Digital Payment Expansion Drive Growth
China’s inbound travel spending via Alipay surged by 150% y-o-y in the first five days of the CNY holiday, with spending from visa-free travelers rising by 200%. The number of international travelers using their home e-wallets supported by Alipay+ solutions nearly doubled y-o-y, highlighting the effectiveness of cross-border digital payment adoption.
Alipay has expanded its acceptance of 13 overseas e-wallets and integrated support for Visa, Mastercard, JCB, Discover®, Diners Club International®, and UnionPay International. This allows inbound travelers to seamlessly use their linked international cards for transactions, ride-hailing, hotel bookings, and ticket purchases across 80 million merchants in China.
Users from AlipayHK, Malaysia’s Touch ’n Go eWallet, Macao SAR’s MPay, Kazakhstan’s Kaspi.kz, and Thailand’s TrueMoney were the top spenders, underscoring the success of Alipay+’s cross-border partnerships in Asia.
Digital Traditions: Alipay’s Fortune Cards Campaign Hits 600 Million Participants
Alipay’s Fortune Cards Campaign, a popular digital tradition during CNY, continued to grow, attracting 600 million participants in 2025. Since its inception in 2016, the campaign has reached over one billion users, reinforcing Alipay’s role in fostering consumer engagement through interactive and gamified experiences.
Leveraging AR, AI, and Alipay Tap! technology, this initiative allows merchants—from local vendors to global brands—to deepen customer interactions and drive sales during China’s most celebrated festival.
Conclusion
The 2025 Chinese New Year demonstrated the increasing demand for seamless digital transactions in travel, shopping, and entertainment. With strong y-o-y growth in both outbound and inbound travel spending, Alipay continues to expand its cross-border payment ecosystem, enabling businesses to tap into the evolving consumer trends of Chinese travelers worldwide.
