According to a 9 December, 2024 report by global strategic insights practice Canvas8, as financial independence and a desire for self-fulfilment continue to reshape the lives of Chinese women, solo travel has emerged as a powerful form of personal expression.
The report, Why Chinese women feel empowered to travel solo, was authored by Jelou Galang and features expert comment from Shanghai-based Genie Yip, a 15 year veteran of Hong Kong and China’s digital marketing, branding, and creative production scene, and Austria-based Sinologist and China marketing professional Anna Pupi.
Canvas8’s new report finds that, from exploring new cultures to reclaiming their sense of self, increasing numbers of women in China are choosing to travel alone, with a growing number finding empowerment and joy in these solo journeys.
Recent research reveals that 82% of Chinese women consider themselves the primary decision-makers when it comes to future travel plans. Notably, 72% express a desire to continue or increase solo travel in the future, signalling a clear shift in how women view their travel experiences. The growing influence of the “she economy,” combined with rising disposable incomes, is playing a key role in this trend.
In a country where women are expected to prioritize family life, particularly under the weight of persistent societal pressures, more women are taking control of their own destinies by turning to travel as a means to explore personal freedom. As China’s third-largest consumer group globally, Chinese women wield significant economic power, with 70% making household purchasing decisions and outspending men on travel by nearly 8%.
According to Shanghai-based entrepreneur Genie Yip, the film Like A Rolling Stone, inspired by Chinese feminist icon Su Min, encapsulates the growing shift in Chinese women’s attitudes towards travel. “In the past decade, especially after COVID-19, many women have gained the visibility and urge to make their own travel decisions,” says Yip. “With their curiosity and eagerness to break norms, they see travel experiences as decisions they make to broaden their horizons.”
For many women, solo travel is not just about seeing the world—it’s a means of personal empowerment. As Chinese women continue to outpace men in higher education, with a rising number of women holding leadership positions, many are redefining luxury and independence on their own terms.
A significant catalyst for this rise in solo travel is the expanding wealth of women in China, which is expected to reach $27 trillion by 2026. This surge in economic power, particularly among the affluent, has led to a greater desire for individual experiences rather than traditional material goods.
Anna Pupi, a sinologist and marketing professional specializing in the Chinese market, notes the profound cultural shift influencing these women’s travel habits: “A combination of technological, social, and economic factors – such as increased financial resources and emerging travel hotspots within Asia – has supported a new approach to solo travel,” says Pupi. Young women from affluent backgrounds, especially those raised as only children, are empowered by their parents’ focus on personal growth. They are using travel as a way to break free from traditional expectations, observes Pupi.
This evolving mindset reflects a broader transformation in Chinese society. Solo travel is no longer seen as unconventional; it has become a sign of independence and self-assertion. Highly educated women, many of whom have studied abroad, are leading this charge by opting for solo trips as a way to explore their curiosity, challenge norms, and broaden their horizons.
Genie Yip adds, “Educated women, especially those who’ve studied abroad, have more means of selecting where to travel and what to do in places. With their curiosity and eagerness to break norms, they see travel experiences as decisions they make to broaden their horizons.”
Travel, for these women, is increasingly seen as an expression of independence, with many using it as a form of self-reward. 98% of Chinese women surveyed view travel as a way to treat themselves, while 83% feel they can be their “true self” when exploring new destinations alone or with friends rather than with family.
The rise of digital platforms like Xiaohongshu has facilitated a new kind of travel community where solo female travellers can connect and share experiences. This shift is also helping brands cater to the growing market of independent female travellers. According to Pupi, the growing popularity of dāzi relationships—companionships formed around shared interests such as travel—has highlighted the importance of community in solo travel.
“Unlike traditional friendships, dāzi relationships offer more freedom and less emotional commitment, with the primary motivation being to find companions who share similar interests,” says Pupi. Brands can leverage these platforms to foster community and create authentic engagement with solo female travellers, she added.
With the demand for unique and off-the-beaten-path travel experiences growing, brands that promote niche destinations or offer tailored itineraries are likely to attract the attention of these empowered women. Travel brands that understand the importance of these women’s need for self-discovery and self-actualization will be best positioned to meet their evolving expectations.
Nick Morris, UK-based founder and Managing Director of Canvas8, said, “Looking ahead, the future of solo travel in China remains bright. With growing financial resources, changing societal expectations, and a strong desire for independence, Chinese women are increasingly turning solo travel into a means of asserting their autonomy and celebrating their achievements. As this trend continues, it offers a wealth of opportunities for brands to engage with this influential group of consumers in meaningful ways.”
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