Alipay reports rise in spending in cosmetic surgery, Fliggy sees growth in international cruises and car rentals
Both Alipay and Fliggy, the wholly-owned subsidiary of Alibaba Group, have recorded significant surges in Chinese travel spending, in both outbound and inbound, during the Lunar New Year holiday period.
The number of Alipay transactions made by outbound Chinese travellers across the 90 million-strong Alipay+ global merchants network increased by 30% year-on-year, with the top destinations being Singapore, Japan, Malaysia, Hong Kong SAR, and South Korea, showing the highest growth rate in total Alipay spending.
Meanwhile, China inbound travel spending via Alipay surged by 150% year on year in the first five days of the Chinese New Year (CNY) holiday. The number of inbound travellers using their 13 home e-wallets supported by the Alipay+ solution nearly doubled year-on-year during the first four days of the holiday.
Thank you, friendlier visa policies
Friendlier visa policies in major destinations brought substantive impact. In Singapore, total spending of Alipay rose by 56% year-on-year, making the Garden City the most popular destination. Japan also emerged as a favoured spot, with a 40% increase in Alipay spending, driven by eased visa policies and a weakened yen. Malaysia, Hong Kong SAR, and South Korea also rank among the top five destinations.
Long-haul travel also rebounded. Alipay users made 30% more transactions in Europe over CNY 2024. In addition to traditionally popular destinations like the UK, France, and Italy, emerging destinations such as Switzerland, Austria, and Turkey also saw a notable rise in number of transactions.
Shopping malls in Kuala Lumpur welcome Alipay customers with discounts.
Rise in spending on cosmetic surgery
The company noted that Chinese tourists are increasingly seeking more personalized and local experiences.
Beyond shopping and entertainment, Alipay spending in cosmetic surgery rose by 449% year-on-year. Food spending via Alipay also shows a varied pattern, with spending on meals, snacks, and desserts increasing by 33%, 36%, and 54%, respectively.
Greater interest in immersive local travel trends also drives local transportation usage. Total Alipay spending on overseas bus, subway and ride-hailing trips grew by 139% year-on-year.
Inbound travellers spending more on e-wallets
Between January 28 and February 1, travellers spent 150% more using Alipay at merchants across the Chinese mainland over 2024.
Spending from visa-free origins rose by 200% year-on-year. During the first four days of the CNY holiday, the number of overseas e-wallet users making payments in China increased by 94% year-on-year. AlipayHK users topped the list, followed by Malaysia’s Touch ’n Go e-Wallet, Macao SAR’s MPay, Kazakhstan’s Kaspi.kz, and Thailand’s TrueMoney.
Fliggy sees growth in international cruises, car rentals
Meanwhile, Fliggy reported strong growth in international travel as well, saying that this year, international cruises, car rentals, and one-day tours abroad have seen significant growth, with a remarkable 229% increase in cruise bookings compared to last year.
In terms of top outbound destinations, Hong Kong (SAR), Macau (SAR), East Asia, and Southeast Asia remain favourites. Other top 10 destinations include the United States, Australia, and France. Notably, countries like Hungary, Norway, Saudi Arabia, Iceland, and Austria are experiencing rapid growth, with order volumes doubling compared to last year.
Among inbound travellers, it noted the following trends:
- Cultural heritage tourism on the rise: With UNESCO’s inaugural recognition of the 2025 Spring Festival as part of the Intangible Cultural Heritage of Humanity, interest in cultural tourism has surged. This holiday season, the search volume for experiences featuring intangible heritage such as visits to heritage sites and culture immersion activities increased by 40% compared to last year. Additionally, there’s been a 36% year-on-year rise in the number of purchases for folk performances, with over half of all reservations made for trips with family and friends.
- Family-oriented experiences: Families are increasingly opting for outings that celebrate cultural heritage. Popular activities include lantern festivals, temple fairs, traditional attire (Hanfu), rice cake making, and fireworks. Notably, trips to lantern festivals and folk performances were among the top choices.
- Popular destinations: Top travel spots include Shanghai, Beijing, Guangzhou, Hangzhou, Chengdu, Shenzhen, Chongqing, Xi’an, Nanjing, and Wuhan. Cities like Jingdezhen, Zhaoqing, Ili, Altay, Kaifeng, Huangshan, Ulanqab, Meizhou, Ganzhou, and Zunyi are experiencing rapid visitor growth.
- Diverse travel format: The exemption of highway tolls for small passenger vehicles during the holiday has boosted self-driving trips, chartered tours, and customized tours. Rental car services and bespoke travel bookings both saw double-digit growth compared to last year, with popular self-driving destinations including Sanya, Haikou, Chengdu, Kunming, and Dali. Meanwhile, Xishuangbanna, Lijiang, Beijing, Harbin, and Pu’er are increasingly favored for customized tours.
