China’s 618th Shopping Day took place – the second largest online shopping event in the country after Singles Day (11 November) – yet many in the travel industry outside of China overlook its importance. Dida urges global travel operators to participate in these high-impact consumer days. 618 Shopping Festival travel

Dida exemplifies what smart, localized adaptation looks like with its Japan Summer Campaign, launched to coincide with 618. The campaign highlights:

• Exclusivity: Over 50 premium hotels in Tokyo and Osaka are available only to Dida clients.
• Seasonality: Offers are aligned with Japan’s summer festivals and anticipation for the Osaka Expo.
• Technology: AI-driven personalization tailors promotions based on user behavior, maximizing conversion.

“Many travel brands are missing an important opportunity to access the Chinese Market,” says Gareth Matthews, Dida’s Chief Marketing Officer. “618 isn’t just about electronics or fashion, it triggers a mindset of deal-hunting, trip planning and summer travel preparation among Chinese consumers. Brands that tune in can ride the wave of demand. Those that don’t, will miss out in this hugely important market.”

What Makes 618 So Influential?

• Scale & Reach: Originating in 2010 with JD.com’s anniversary celebration, 618 has grown into a retail juggernaut encompassing multiple platforms like Tmall, Taobao, and Pinduoduo.
• Mindset Shift: For Chinese consumers, 618 signals more than shopping—it’s a time when they switch into deal-hunting and seasonal preparation mode, which naturally includes vacations and outbound trips.

Dida’s marketing team notes that the consumer behavior observed during 618 reflects a surge in summer getaway planning and high-ticket purchase intent.

Strategic advice for industry players:

For hotels & destination suppliers

“618 is the perfect time to turn exposure into bookings,” observes Matthews. “Hotels that create exclusive partnerships with platforms like ours benefit from targeted visibility during the exact moments Chinese travelers are actively searching. Add in perks like platform-specific discounts, room upgrades, or bundled local experiences, and you’re not just selling a room, you’re selling relevance. And don’t underestimate the power of flexibility: free cancellation up to a few days before check-in plays directly into Chinese consumers’ ‘stock-up now, decide later’ mindset during festivals like 618.”

For OTAs & travel platforms

Gareth Matthews notes: “If you’re not using AI to deliver hyper-relevant options during 618, you’re invisible. Today’s Chinese traveler expects platforms to serve personalized, bookable itineraries in real time, not generic listings. Integrate visa-free travel tags like ‘No Visa Needed!’ to remove barriers and make decisions easier. And don’t miss the chance to run time-limited, flash sales with layered benefits—like discounts, value-adds, and loyalty points—to create urgency during key cultural moments like 618 and Singles Day.”

For destinations & tourism boards

“Destinations that align with China’s travel calendar win the long game,” points out Gareth. “618 isn’t just a date—it’s a signal. Destinations should time campaigns around key Chinese holidays and plug into platforms that can reach the right segments. We’ve seen incredible traction when we target niche interests—anime culture, luxury shopping, family travel—with themed packages. Combine that with event hooks like the Osaka Expo, and you’ve got a campaign that sells out in days and builds brand equity for the future.”

Why It Matters

• Early Booking Incentives: 618 acts as a key trigger point in the Chinese travel planning calendar.
• Mindset Shift: It captures consumers in a high-spending, experience-oriented frame of mind.
• Cultural Credibility: Brands that embrace Chinese consumer rhythms are seen as culturally sophisticated, fostering long-term loyalty.

Bottom Line 618 Shopping Festival travel

Dida’s campaign reveals a fundamental shift: 618 isn’t just an e-commerce event—it’s a travel decision catalyst. For global travel brands, integrating this into your marketing year is now less an option and more a necessity. As Gareth Matthews emphasizes:

“618 isn’t just a date—it’s a mindset. If you’re still treating Chinese travel demand as seasonal or secondary, you’re leaving serious growth on the table.”