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August 12, 2025
As China’s outbound tourism surges in 2025, overseas brands aiming to reach high-intent Chinese travelers need to start where the travel journey begins — Baidu. With its massive user base, rich data ecosystem, and influence across all phases of travel planning, Baidu is the essential platform for winning over Chinese travelers.
Baidu: The Go-To Platform for Chinese Travelers
Baidu is China’s most widely used search engine, covering 97.5% of Chinese internet users. Its flagship Baidu App reaches 724 million monthly active users (MAUs), while related platforms like Baidu Maps (百度地图), Baidu Baike (百度百科), and Baidu Knows (百度知道) each have over 100 million MAUs.
From destination research to visa policies, itinerary planning, on-trip discovery, and post-trip sharing, Baidu plays a central role in every stage of a Chinese traveler’s journey.
Who Are Baidu’s 2025 Outbound Travelers?
Baidu’s latest data reveals a lucrative audience profile:
- 72% are aged 18–44, a digital-first generation with high online engagement
- 94% are mid-to-high spenders with strong purchasing power
- Gender split is balanced, making it relevant for a wide range of industries.
Demand is highest in China’s wealthiest areas, with 42% of traffic from first- and new first-tier cities.
What Chinese Travelers Search For Before Traveling
Baidu search behavior reflects Chinese travelers’ top priorities before booking a trip:
- 29% research destinations
- 24% look for itineraries and attractions
- 21% check visa policies
This reinforces the importance of being visible on Baidu when potential travelers are making critical decisions.
Engaging Travelers Across the Journey with Baidu Tools
Baidu offers powerful solutions to connect with travelers before, during, and after their trips:
1. Baidu Map: Real-Time Local Engagement
- Covers 180M+ global POIs
- “High-Impact Push Notifications” reach dormant users in regions like Hong Kong and Macau, where 150K+ daily travel-related searches occur.
- Perfect for attractions, retail, and dining brands targeting Chinese tourists
2. Baidu Baike & Baidu Knows: Build Authority and Trust
- Baidu Baike: Publish in-depth, visually rich encyclopedia-style brand pages
- Baidu Knows: Provide official answers to user travel questions to position your brand as a trusted source
These tools ensure your brand connects with travelers at every decision point.
Why Work with China Search Asia
As Baidu’s official overseas sales partner, China Search Asia offers global brands direct access to Baidu’s advertising solutions with localised strategy and execution.
We help you:
- Target precisely: by location, demographics, and travel intent
- Integrate campaigns: from pre-trip search and content discovery to in-trip navigation and post-trip engagement
- Optimise for performance: through content localisation, creative strategy, and analytics
Ready to Win in China’s Travel Market?
With outbound travel from China on the rise, now is the time to position your brand where decisions are made. China Search Asia helps you reach and convert high-value Chinese travelers through Baidu’s unmatched reach and targeting.
