UAE Brand Protection Training Report – October 2025&nbsp;Travel Sentry participated in the Annual Brand Protection Training for UAE Enforcement Authorities, organized in partnership with ATB Intellectual Property LLC. The training focused on equipping enforcement officers with practical skills to identify counterfeit travel security products.&nbsp;Dubai was selected as Travel Sentry's training venue given its status as a global travel hub and strategic importance to the brand over the next year.&nbsp;&nbsp;&nbsp;The presentation combined classroom learning with hands-on demonstrations, covering:&nbsp;&nbsp;Authentication Features – Distinctive characteristics of genuine Travel Sentry locks&nbsp;Counterfeit Detection – Practical differentiation techniques between genuine and infringing products&nbsp;Market Intelligence&nbsp;– Case examples from recent Dubai market findings&nbsp;Interactive Exercise – Guided examination and identification of infringing locks&nbsp;&nbsp;Officer Engagement: The session generated significant interest, with officers actively participating in discussions and identification exercises. Their thoughtful questions demonstrated strong commitment to IP enforcement.&nbsp;Critical Discussion Point: A question during the Q&amp;A highlighted an important enforcement consideration: "If luggage displays the Travel Sentry logo but is counterfeit, should seizure apply to the entire bag or only the lock?"&nbsp;This question underscored a unique aspect of Travel Sentry's brand protection - unlike typical counterfeit cases involving only product branding, Travel Sentry protection encompasses both the lock's functionality and the luggage bearing the trademark.&nbsp;&nbsp;In response to learnings from the session, Travel Sentry has initiated steps to strengthen and expand its trademark protection framework in the UAE, ensuring broader legal coverage and more effective enforcement support.&nbsp;&nbsp;The training reinforced the value of collaboration between brand owners and UAE enforcement agencies in protecting intellectual property. The officials' keen interest and engagement confirmed the importance of continued training initiatives for effective IP enforcement across the region.&nbsp;&nbsp;Note: The broader training series spanned four Emirates (Dubai, Abu Dhabi, Sharjah, and Ajman) and included 27 participating brands across various industries.&nbsp;

We participated in the Annual Brand Protection Training for UAE Enforcement Authorities, organized with ATB Intellectual Property LLC. 

Brand Protection Training

The Rise in Adventure Tourism and Specialized Travel EquipmentAccording to Business Research Insights, the global adventure tourism market size of USD 2.62 billion in 2025 is projected to reach USD 3.17 billion in 2026. To equip all these adventure tourists, the global outdoor gear and equipment market is projected to grow from around USD 60 billion in 2025 to more than USD 110 billion by 2035.&nbsp;A mix of lifestyle and consumer trends drives this meteoric rise:Rising disposable income and middle-class expansion in North America, Europe and parts of AsiaA cultural shift toward spending more time outdoors in national parks and wilderness destinationsThe growing popularity of adventure tourism and wellness travelIncreased participation in sports like skiing, hiking, rock climbing, scuba diving and triathlonGreater awareness of sustainability and high-performance materialsConsumers are investing more in premium, specialized equipment and they demand levels of protection to ensure their gear travels safely.&nbsp;The adventure tourism trend opens the door for luggage and travel goods manufacturers to create protective travel solutions that match the value of the equipment. From ski and scuba to triathlon and climbing, one thing is clear: people are investing in premium outdoor gear.Osprey - Sojourn Series featuring Travel Sentry ID&nbsp;Adventure Tourism Market SegmentationThe adventure tourism market can be divided into two main types, soft and hard adventure, and into different traveler types.Soft Adventure: Low-risk, leisure-oriented activities such as hiking, wildlife safaris and cultural exploration. These experiences attract travelers seeking immersion in nature, without intense physical effort.Think Tank Photo - Airport Security™ V3.0 featuring TSA lockHard Adventure: High-intensity, physical activities such as mountain climbing, trekking in remote regions and extreme sports. This segment draws thrill-seekers willing to take risks and invest in specialized gear which performs in extreme conditions.&nbsp;Dakine - Fall Line Ski Roller Hardside featuring TSA lockTraveler Types:Solo travelers – seek independence, self-discovery and flexible itineraries.Groups – travel with organized tours, prioritizing safety and shared experiences.Families – look for safe, active trips suitable for all ages.Couples – combine adventure and connection through active, shared travel.As participation across all categories grows, so does the need for reliable protection for climbing ropes and dive tanks to skis, bikes and triathlon gear.Scicon Sports - Aerotech Evolution x TSA Bike Travel Case comes with four TSA locksAdventure Travel and the Need for ProtectionTrips that include cycling, skiing, or diving often involve multiple flights, transfers and unpredictable environments. Equipment is handled repeatedly, exposed to moisture or impact and needs to arrive ready for use.This is where protective luggage becomes essential. Manufacturers and brands can take advantage of this lifestyle change by designing products that are functional, durable and secure for travel. Outdoor travelers want the confidence to know their equipment will reach its destination safely, whether it’s a ski trip in Colorado or a diving expedition in the Philippines.DB x New Amsterdam Surf Association&nbsp;Ways to Protect Premium Outdoor Gear1. Travel Sentry® Approved systems: Locks approved by Travel Sentry® allow airport security to open and re-lock luggage safely during inspection, reducing the risk of forced entry or damage.Cabin Zero Padlocks&nbsp;2. Specialized luggage with integrated locks: Purpose-built gear bags and cases designed with built-in TSA locking systems provide secure protection for high-value items such as skis, diving gear or triathlon bikes. Integrated locks keep equipment safe while allowing for easy access during travel.Dakine - Fall Line Ski Roller Hardside featuring TSA lock3. Travel Sentry ID: Digital identification tags (TSID) connect luggage and owners through a unique online ID, helping recover misplaced gear and offering peace of mind for travelers carrying valuable equipment.Osprey - Sojourn Series featuring Travel Sentry ID4. Post-market padlocks: For new and existing luggage and travel gear, quality TSA padlocks remain a simple, effective solution to secure bags and equipment.Nanuk – TSA Case LockAs adventure travel, adventure tourists and high-performance outdoor sports continue to grow, the need for protective travel solutions grows too. When you invest in your gear, your luggage should be part of the investment.

The growth of adventure tourism opens the door to create protective travel solutions that match the value of the equipment.

Protecting Specialized Travel Equipment 

U.S. Tariffs Update: What Luggage &amp; Travel Goods Buyers Need to KnowUpdated: November 6, 2025U.S.–China Tariff Deal Eases Pressure on Travel GoodsThe U.S. and China have reached a new trade deal that will lower tariffs on travel goods imported from China.Starting November 10, the fentanyl-related tariff will drop from 20% to 10%, and could be removed entirely if China takes more action to control fentanyl exports. This will bring total tariffs down from about 73% to 63%.The deal also keeps the 10% reciprocal (IEEPA) tariff in place and suspends extra port fees on Chinese-owned and operated ships through 2026.The U.S. also announced new trade frameworks with Cambodia, Thailand, Malaysia and Vietnam, setting total tariffs on travel goods from these countries at 36–40%, depending on the country.Recent Timeline of Key DevelopmentsNovember 10 (effective): New U.S.-China trade deal lowers the fentanyl-related tariff from 20% to 10%, while keeping Section 301 and IEEPA tariffs unchanged.August 29: Federal courts ruled that Trump exceeded his authority under IEEPA, declaring most global tariffs unlawful. The duties remain in effect until at least October 15 during appeals.August 27: The U.S. added a 25% tariff on some imports from India over Russian-oil purchases, bringing total duties on Indian travel goods to around 50%.August 18: Section 232 tariffs expanded to cover 407 new steel and aluminum products, affecting luggage frames, handles, and wheel assemblies.Key TakeawaysTariffs remain high but are easing under new trade agreements.Section 232 expansion increases costs for metal-reinforced travel goods.India and several Asian suppliers still face duties as high as 50%.The de minimis exemption ended August 29 and all shipments now pay duties.Legal challenges to Trump-era tariffs continue, but duties are still being collected.1. Current Tariffs by CountryThe U.S. has passed sweeping tariffs on imports from 68 countries, including the EU, Canada, Mexico, and Brazil, with rates reaching up to 50%. These took effect for goods loaded after August 7, 2025.Key Country Tariffs&nbsp;Bangladesh 20%Cambodia 19%Costa Rica 15%India 50%Indonesia 19%Jordan 15%Lesotho 15%Madagascar 15%Malaysia 15%Mauritius 15%Myanmar 40%Nicaragua 18%Pakistan 19%The Philippines 19%South Africa 30%Sri Lanka 20%Thailand 19%Vietnam 20%&nbsp;USMCA goods from Canada &amp; Mexico remain duty-free.&nbsp;2. Compliance &amp; Risk Notes“Substantial transformation” origin rules remain unchanged.Transshipped goods may face penalties up to 40%.Enforcement under the Vietnam agreement remains unclear.3. Enforcement &amp; Compliance RisksNo changes to origin rules - “substantial transformation” criteria remain.Transshipped goods may face up to 40% penalties, though definitions remain vague.The Vietnam agreement (20% on exports, 40% for transshipped goods) lacks enforcement guidelines.4. Broader Trade ImpactsSteel &amp; aluminum tariffs remain 50% (U.K. 25%).Appliance and metal-part tariffs may affect reinforced luggage designs.The U.S.-China deal is the first major tariff rollback since 2020.5. Supply Chain &amp; Cost PressuresChina shipments face a $50/ton surcharge starting October 2025.Freight costs remain high due to container and chassis tariffs.Fewer Asia–U.S. routes are causing delays and capacity shortages.6. Actionable Steps for Sourcing TeamsSearch Luggage Manufacturers - explore suppliers in lower-tariff countries.Refine Suppliers by Region - identify sourcing options beyond high-tariff zones.Re-evaluate suppliers as China’s tariffs ease in November.Watch IEEPA court appeals for possible duty refunds.Review HTS codes to avoid misclassification.Diversify shipments and build resilient supply chains.Useful sources:Travel Goods AssociationThe Peterson Institute for International Economics (PIIEForbesReutersTariff checker

The 2025 tariff escalation is transformative, driven by national security, trade imbalances and reduced reliance on foreign manufacturing.

U.S. Tariff Policies

Autumn Canton Fair 2025 Trend Report&nbsp;The 138th Canton Fair wrapped up in Guangzhou with more than&nbsp;310,000 overseas buyers from 223 countries and regions, a 7.5% increase from the previous session and a new record. Among the 4.6 million exhibits, new products, green products and items with independent intellectual property rights each made up over 20% of the total.&nbsp;The strong attendance highlights steady market growth in the luggage industry and the continued importance of China as a key market for travel goods and accessories.&nbsp;Matcha &amp; Wasabi&nbsp;Matcha tea is more than a drink trend. Worth $4.23 billion last year, it is expected to grow to $7.86 billion by 2033. Gen Z loves it for its health benefits and ties to wellness culture. &nbsp;Its iconic green and ties to wellness culture make it a natural fit for design inspiration, especially in&nbsp;modern travel, lifestyle and luggage colorways.&nbsp;Wasabi offers a sharper, more modern take on green. Originating in Japan, it’s a palate cleanser to the more saccharine floral hues we covered in our&nbsp;spring trend report.&nbsp;Warm Brick &amp; Maple&nbsp;Whether it’s the fall colour in the air or people looking for reassurance in a chaotic world, we see brick, maple leaf and maple syrup in a variety of tactile finishes. Our impression – a feeling of home and warmth you can take with you on all your journeys.&nbsp;&nbsp;Lock Innovation&nbsp;Travel Sentry’s&nbsp;licensed lock manufacturers have been busy since the last Canton Fair, developing innovative new luggage lock concepts to draw fresh eyes to the value that TS locks add to luggage. Broadly speaking, these came in three categories:&nbsp;&nbsp;Ease of use – one-handed, nail-friendly openings for travel convenience.&nbsp;Aesthetics – transparent casings, slim silhouettes, retro design touches.&nbsp;Colour – tactile padlocks in bright finishes to tempt impulse buys.&nbsp;Lock design continues to evolve as part of broader technological advancements in the smart luggage category. We will also share more about production line innovation in a separate piece. This is the future, and some companies are leading the way!&nbsp;&nbsp;Maximalism / Diva Style&nbsp;This trend says – you can’t restrict my fabulousness to a carry-on.&nbsp;&nbsp;Trunks are supersizing to allow for more outfit changes, with some models adding height around the telescoping handle. Flexible openings from the front or top make packing easier, with enhanced storage for accessories. One we’re terming the fridge format – open the ‘door’ and help yourself.&nbsp;&nbsp;One standout design included a built-in mirror powered by a USB battery, showing how luggage companies are adding value through practical details and innovative design.&nbsp;&nbsp;Zipless Luggage&nbsp;Zipless luggage stood out this year for both security and style. Aluminium frames with contrasting shells created a premium look while improving durability.&nbsp;&nbsp;Organic Shapes and Natural Influence&nbsp;We also noticed a subtle design movement exploring organic shapes and tactile finishes – ripples reminiscent of water, soft curves, and surfaces that reflect light in shifting ways. These shapes show the potential of&nbsp;injection moulding&nbsp;to produce more fluid, sculptural forms.&nbsp;&nbsp;This approach taps into a broader desire to connect with nature. A Japanese word captures it perfectly:&nbsp;komorebi (木漏れ日) – the sunlight filtering through the leaves of trees, creating a dappled pattern of light and shadow. It expresses tranquility and appreciation for the fleeting beauty of nature.&nbsp;&nbsp;&nbsp;The Canton Fair continues to improve the visitor experience. Outdoor food markets and live music added atmosphere and cooler weather made for better networking.&nbsp;&nbsp;Entry requirements were tighter this session, with new badge photos and verification systems to ensure professional attendance.&nbsp;&nbsp;Travel Sentry visited the Canton Fair IP Protection Office and was featured in the Canton Fair newspaper, reinforcing our commitment to protecting innovation within the Asia Pacific region and beyond.&nbsp;&nbsp;While the Canton Fair is over for this year, our&nbsp;sourcing site is open year-round. Our platform connects verified, high-quality manufacturers and distribution channels across the luggage industry. We’re happy to make introductions as each partner brings something unique to help you strengthen your market position and meet growing demand for luggage.&nbsp;

Here are our key insights and design trends from the 138th Canton Fair, from color & material directions to lock innovation & emerging luggage formats.

138th Autumn Canton Fair Trends 2025

How Travelers Are Redefining the Travel &amp; Tourism IndustryThe travel and tourism industry is entering a new phase. According to IATA, summer 2025 marked an all-time high for international travel, with global travelers driving record movement across routes. Revenue Passenger Kilometers (RPKs) grew year over year, reaching a record 86.0% load factor in August, indicating that planes were fuller than ever before.&nbsp;By&nbsp;nateemeeAs travelers increase their trip frequency and plan more spontaneous journeys, the travel market is shifting from one-time vacations to a lifestyle of travel readiness and ongoing travel experiences.&nbsp;Travel as a LifestyleIn 2026, international travel will be less about escape and more about a lifestyle.&nbsp;Booking.com data shows that global travelers are planning shorter, more frequent trips, often triggered by life moments rather than traditional holiday periods. 67% of travelers say spontaneity or celebrating small life moments (like finishing a work project or hitting a personal goal) is enough reason to book a trip.&nbsp;By&nbsp;Prostock-studioWellness, Recovery &amp; Mindful TravelWellness is evolving into one of the most defining travel trends 2026. Booking.com reports that 80% of travelers are open to “glowcations” - trips focused on rest, skin care and self-maintenance.&nbsp;The growing interest in sustainable travel and wellness-focused experiences shows that travel is now considered part of maintaining a healthy lifestyle. This trend also intersects with quiet nature travel, where people seek remote destinations for calm and clarity rather than high-traffic tourist zones.By&nbsp;sloomstudioFood Travel and Cultural ConnectionExpedia’s trends report highlights that travelers no longer just choose destinations for sightseeing, they do so for culinary storytelling and cultural discovery. Authentic local food and social media–inspired micro-destinations are becoming leading influences for trip planning. These travel experiences are pushing the industry away from generic itineraries and toward niche, design-led journeys that feel personal and meaningful.By&nbsp;bengalnomadNature, Altitude &amp; Space-Seeking TravelersSkyscanner’s reports on Altitude Shift show a rise in bookings to mountain towns, lakeside destinations and remote nature regions. These global travelers seek clean air, scenic movement and low-density environments, reflecting a desire for personal space and mental clarity during travel.This signals continued growth in sustainable travel, not just in terms of environmental policy, but in how travelers want to feel during a trip.By&nbsp;Galyna_AndrushkoCulture-Based and Story-Led TravelAnother noticeable pattern in travel trends 2026 is the rise of identity-based travel, where people book trips based on literature, film, niche cultural topics or creative lifestyle inspirations. Instead of traditional sightseeing, travelers want experiences that reflect meaning and personal identity.This is also driving interest in themed boutique stays, heritage locations and immersive local activities rather than standard tourist routes.By&nbsp;BLACKDAYSmart Spend Replaces Budget TravelInstead of searching only for cheap options, travelers now look for “best value” experiences, which balance comfort, flexibility and price fairness. Expedia notes that travelers are willing to spend more if the overall trip experience feels worthwhile and efficient. This shift highlights a more mature travel market, where customers are informed, expectation-driven and value-responsive.By&nbsp;YuriArcursPeopleimagesAI, Seamless Planning, and the Future of Travel TechnologyAI-driven planning is becoming central to 2026 travel. Travelers expect digital tools to:Suggest itineraries automaticallyAdjust routes based on weather or crowd levelsOffer personalized packing or accommodation recommendationsImprove customer service by anticipating common needs38% of travelers say they would use AI to find travel partners or optimize routes, which shows how integrated travel behavior and technology have become.By&nbsp;vadymvdrobotThe Travel Industry in 2026The travel and tourism industry in 2026 is defined by:Personal expression over mass tourismLifestyle-driven, year-round travel planningDigital-first travel experiences powered by AITravel is no longer a break from daily life, it is becoming a structured and expressive part of it.

According to IATA, summer 2025 marked an all-time high for international travel, with global travelers driving record movement across routes. 

Travel Trends 2026

Mid-Autumn Festival 2025: Chinese Travelers Set New RecordsThe 2025 National Day and Mid-Autumn Festival holiday created the biggest travel wave China has ever seen.Celebrating Mid-Autumn on the MoveThis year, millions of Chinese people decided to spend the holiday traveling to new places, both at home and abroad. From October 1-8, an amazing 2.433 billion trips happened across mainland China. This was 6.3% more than last year, showing how much Chinese people love to travel.Where Did Everyone Go?Traveling Around ChinaChinese tourists filled hotels across the country, with bookings up more than 20% compared to last year. People weren't just visiting the usual tourist spots – they explored cities in all the regions, including Hong Kong and Macau.Major cities were especially popular, with Beijing, Shanghai, Chengdu in Sichuan province and Hangzhou in Zhejiang province topping the list. But travelers also discovered hidden gems like Guiyang in Guizhou province, famous for its sour soup hotpot and stunning natural landscapes.During the 8-day holiday, Chinese travelers made 888 million domestic trips, 123 million more than the previous year. And they spent big, too - 809 billion RMB ($113 billion) in total, 108 billion RMB ($15.2 billion) compared to the seven-day National Day holiday in 2024.Going InternationalChinese outbound travelers really made their mark this year. Flight bookings to other countries jumped by over 30%, and the younger generations led the way with bookings up more than 50%.The top destinations for Chinese international travelers were:Japan&nbsp;Thailand&nbsp;South Korea&nbsp;Malaysia&nbsp;Vietnam&nbsp;Indonesia&nbsp;Australia&nbsp;Russia&nbsp;United States&nbsp;Singapore&nbsp;South Korea, Thailand, Vietnam and other nearby destinations were especially popular with Chinese outbound travelers. These countries are close to home, offer visa-free travel (in many cases) and welcome Chinese tourists.Some unexpected destinations saw huge growth. Egypt's hotel bookings doubled, and Norway saw bookings jump by 120%. One small Norwegian island with a population of 20,000 people had traffic jams caused by Chinese tourists.&nbsp;The Wuzhang Toll Station in Anhui Province also experienced a massive traffic jam that also went viral worldwide. This 36-lane toll plaza – China's largest – was completely overwhelmed as travelers headed home after the holiday. Some drivers waited six hours or more to get through the toll station, with over 120,000 vehicles passing through on the final day of the holiday.&nbsp;While the traffic jams were frustrating for travelers, they also showed something positive: Chinese people's love for travel and exploring new places during holidays.Welcome to China!It wasn't just Chinese people traveling out – more international visitors came to China too. According to the National Immigration Administration, immigration inspection offices handled about 16.34 million inbound and outbound trips during the holiday, with a daily average of 2.04 million crossings.International visitors to mainland China increased steadily, mainly from South Korea, the United States, Russia and Japan. These foreign tourists wanted to experience authentic Chinese culture, watch dragon dances, try martial arts and celebrate the Mid-Autumn Festival with local friends and family.As more countries offer visa-free travel and welcome Chinese tourists, the travel boom will only grow. The holiday travel rush is more than just numbers – it's about Chinese people embracing new ways to spend time with friends and family while exploring our amazing world.Data sources: Civil Aviation Administration of China, Chinese Ministry of Transport, Ministry of Culture and Tourism, Qunar travel platform

From October 1-8, an amazing 2.433 billion trips happened across mainland China. This was 6.3% more than last year.

Mid-Autumn Festival 2025

Chinese Travel Trends 2025: Market InsightsChina remains the world’s most important outbound travel market. After a strong rebound in 2024, the post-pandemic recovery is shifting into a new growth phase in 2025. Recent reports and media coverage highlight how demographics, travel sentiment and destination choices are reshaping outbound tourism.&nbsp;By nateemee1. Demographic Shift: Young Explorers and the Silver GenerationIn 2024, travelers born in the 1980s and 1990s accounted for nearly&nbsp;70% of China’s outbound market. This younger demographic values independence, digital tools, and immersive experiences.At the same time, the Silver Generation is rising in influence. China’s population aged 60 and over is projected to reach 321 million by 2025, with more than 100 million active seniors travelling and spending forecast to exceed RMB 1 trillion (≈ USD 140 billion).Unlike previous generations, today’s seniors have more savings, more free time and fewer family obligations, making them eager to see destinations while they can. Many travel as couples or with small groups of friends, and they are&nbsp;willing to pay for quality lifestyle pursuits and personal development.This group is also surprisingly digital. Seniors are active on WeChat, sharing photos and stories that inspire their peers to travel. They typically stay longer in destinations than younger travelers, contrasting with the short, low-budget “special forces” trips popular among youth. Multi-generational trips are also common, with children in their 30s and 40s taking parents to destinations known for fresh air, cultural atmosphere and good weather.2. Tailored vs. Traditional TravelThe balance between traditional group tours and more flexible, independent travel continues to shift. According to ITB data, 82% of agencies now offer customized trips, while less than half still rely on standard group tours. Demand for free independent travel (FIT) is particularly strong in long-haul destinations like Europe, where visa centers report record levels of individual applications (SCMP).Popular themes include eco-tourism, cultural immersion and food-focused travel. Even seniors, who once preferred large organized groups, are opting for semi-customized packages with slower itineraries and better accessibility.&nbsp;By s_kawee3. Bleisure on the RiseThe blending of business and leisure, often called “bleisure,” is becoming mainstream. The global bleisure travel market is expected to grow 500% by 2033 (Statista). In China, surveys show that 83% of corporate and MICE buyers view bleisure as a major growth driver.In 2024, 42% of Chinese business travelers extended their work trips for leisure, typically by two or three days. Popular destinations for bleisure include Singapore, Seoul, Bangkok and European capitals, where strong connectivity supports both business and leisure needs. Younger professionals are especially active in documenting these trips on Xiaohongshu (RED), where a bleisure trip is not just practical but also aspirational.4. Inbound and Outbound MomentumTravel flows are strengthening in both directions. On the inbound side, China welcomed 132 million international visitors in 2024, with spending close to&nbsp;USD 94 billion. On the outbound side, Southeast Asia, South Korea and Hong Kong remain the most popular destinations (Dragon Trial).Hong Kong, however, faces challenges from a new wave of, as previously mentioned, “special forces” tourists from the Mainland. This refers to young travelers who spend little, stay briefly and are less attractive to businesses dependent on retail and hospitality revenue.&nbsp;Social media platforms such as Douyin and Xiaohongshu play a central role in shaping both inbound and outbound travel decisions, often influencing itineraries more than official campaigns.5. Spending Power Strengthens Post-PandemicChinese travelers continue to lead in per-night spending compared to other major source markets. In 2024, average per-trip spending was 32% higher than in 2019, while purchases of local products and experiences rose by 60%. This reflects both market confidence and a shift toward immersive, higher-value travel.During the May Day holiday in 2025, domestic trips rose 6.5%, but per capita spending remained&nbsp;below pre-pandemic levels. This suggests that outbound markets, especially among middle- and upper-income travellers, are absorbing much of the premium spend. The Silver Generation is particularly important here, as retirees use savings to fund longer and more comfortable journeys, often driving demand for premium products.China’s outbound travel market in 2025 is being shaped by younger explorers, the expanding Silver Generation, customized itineraries, bleisure trips and strong spending power. Together, these shifts are reshaping expectations across the travel goods sector.&nbsp;

In China, after a strong rebound in 2024, the post-pandemic recovery is shifting into a new growth phase in 2025. 

Chinese Travel Trends 2025

Travel Sentry's Summer China Campaign 2025View video hereCelebrating Travel Sentry in ChinaChina is one of the world’s most dynamic travel markets and a core focus for Travel Sentry. With 97% of Chinese travelers planning a leisure trip in the next year, 87% looking abroad and 65% intending to spend more, summer is the perfect time for marketers and advertisers to connect with them. Our campaign delivers a retail moment in peak travel season.&nbsp;Partnering with Tmall for ImpactThrough our long-standing partnership with Tmall, China’s leading e-commerce platform, Travel Sentry sponsors the Super Category Day for luggage.This year marked our third consecutive year as sponsor and the results spoke for themselves. Together with leading luggage brands, the Summer China Campaign achieved strong brand awareness, driving sales and visibility while positioning Travel Sentry licensees as leaders in innovation and security.For Travel Sentry licensees in China, the campaign extends far beyond locks. It is about building brand awareness, creating opportunities for brand recognition and strengthening brand loyalty in one of the most influential travel markets. By taking part, our partners amplify their products and services in a way that helps them reach new customers and increases brand awareness long term.Key Highlights17 luggage brands participated in the campaign - a new record.17 Key Opinion Leaders (KOLs) participated, with a combined following of 31.6 million, including 21.4 million from on-site KOLs.14 major media outlets provided coverage.130 attendees joined, including journalists, influencers and partners.127 pieces of luggage were presented, showcasing innovation and design.48 models featured in the runway show.An Experience Like No OtherIn August 2025, the campaign came alive in Yangshuo, Guilin, beginning with a sunrise hot air balloon flight over the karst mountains. The spectacle set the tone for a day of celebration and storytelling.At the Yingman Hotel, influencers and creators produced branded content against a backdrop of hot air balloons, open skies, green lawn and even wandering deer. Real-time livestreams amplified the moment, extending brand awareness and brand recognition to millions of followers.As evening fell, the atmosphere shifted to high fashion with a runway show featuring 48 models and 130 luggage designs. Fireworks and a starlit barbecue closed the day, leaving a lasting impression on both participants and audiences.Why Licensees BenefitFor Travel Sentry licensees, the Summer China Campaign delivers tangible advantages:Advertising and exposure at scale that expands reach and increases brand awareness.Marketing strategies that connect products and services with consumers in fresh, impactful ways.Content creation and influencer partnerships, tapping engaged audiences across multiple channels.Important metrics that allow partners to measure brand awareness, track ROI and build on success.Long-term growth opportunities that reinforce Travel Sentry as a positive brand associated with safety, trust and style.The 2025 Summer China Campaign was more than an event - it was proof that Travel Sentry’s marketing strategies generate high brand awareness for licensees while inspiring travelers. By aligning with cultural moments and travel trends, we demonstrate how Travel Sentry helps brands rise above the competition. For our partners, it is not just about locks; it is about being part of global brand awareness strategies that connect products and services with millions of travelers.&nbsp;

The 2025 Summer China Campaign was more than an event - it was proof that our marketing strategies generate high brand awareness for licensees. 

Travel Sentry's Summer China Campaign

Safari Luggage Partnership Boosts Brand AwarenessIn May 2025, Travel Sentry teamed up with Safari Luggage in a major marketing partnership in the luggage industry.The campaign was designed to build brand awareness, educate travelers and meet the rising demand for luggage in India’s growing middle-class market.Many consumers believe TSA-accepted locks are mostly relevant for travel to the United States. In reality, these locks are recognized in over 75 countries and more than 750 major airports worldwide.Through this campaign, Travel Sentry and Safari raised awareness of the importance of using TSA-accepted locks to protect belongings and ensure smooth security checks internationally.Campaign at a Glance150 Safari stores nationwide - major in-store displays.Social media and online retail push to reach a wider customer base.Safari Luggage TSA lock display in IndiaPerformance HighlightsFrom campaign launch through June 2025, online and social media activities effectively increased awareness and engagement. The strategy combined in-store presence with targeted social media marketing to produce strong awareness at both national and local levels.Leadership Perspective"It was important for our Senior Management team to be present and show our commitment to the Indian market and its growth. Launching our largest in-store campaign with Safari, India’s largest luggage brand on the market is significant in educating the Indian travelers of all the benefits of our system," — Maya Hall, CEO, Travel Sentry.“We are excited to partner with Travel Sentry, the global standard in airport travel security. Our common purpose is to ensure that Indian consumers have a more convenient and secure experience at airports when they travel internationally.” — Mr Sudhir Jatia, Managing Director, Safari Luggage.&nbsp;Why It WorkedKey player collaboration: Safari’s retail strength and Travel Sentry’s global security standard.Focus on consumer preferences - convenience, safety and modern design.Campaign design aligned with luggage market trends in India, especially smart luggage and travel security.With markets expansion in Asia and rising demand for luggage worldwide, especially in North America, partnerships like this help luggage companies connect with new customers and stay ahead of trends.Travel Sentry will continue to work with industry leaders to deliver high-quality products and smarter travel solutions.Safari and Travel Sentry TSA lock campaign banner

The campaign was designed to build brand awareness, educate travelers and meet the rising demand for luggage in India’s middle-class market.

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