As the 2025 National Day holiday concluded, Club Med Mediterranean Club, under Fosun Tourism Group, delivered impressive results. From October 1-7, the all-inclusive resorts in the China market (including domestic and cross-border tourism) achieved a 36% year-over-year increase in total revenue, with overall guest numbers rising 35%.
Xu Bingjiang, Global Deputy CEO and China CEO of Club Med Mediterranean Club, stated: "During the National Day holiday, Chinese guests' vacation demand was concentrated and released. Mediterranean Club, with its diversified product portfolio and continuously improving service quality, won favor from numerous guests. Multiple domestic resorts achieved year-over-year growth in revenue and occupancy rates. Leveraging Mediterranean Club's global presence and international sales network, outbound and inbound tourism businesses also performed exceptionally well. Looking ahead, we will continue to uphold our 75-year French lifestyle heritage, precisely meet market vacation demands, lead industry innovation, and drive business to new heights."
During the National Day holiday, the market appeal of Mediterranean Club resorts was once again validated, with multiple resorts experiencing simultaneous increases in revenue and average occupancy rates. Club Med Mediterranean Club Lijiang Resort, offering diverse signature experiences, saw revenue increase 23% year-over-year and guest numbers rise 29%, with daily average room rates and average occupancy rates also improving to varying degrees. Located in Lijiang Mediterranean International Resort Area, guests can participate in rich sports and entertainment activities within the resort, taste Yunnan specialty cuisine, and visit Ameze Snow Mountain Camp to experience "Ameze Snow Mountain Burning Man Season" and other Naxi cultural activities for a more immersive appreciation of local natural and cultural characteristics.
At Club Med Mediterranean Club Guilin Resort, where guests can explore unique karst landscapes, revenue increased 20% year-over-year, with guest stay duration and average occupancy rates showing significant improvement. Club Med Mediterranean Club Changbaishan Resort, providing energetic mountain wilderness holiday experiences, operated during National Day for the first time this year, with National Day handicraft experiences and colorful parties receiving enthusiastic responses.
Meanwhile, domestic resorts attracted numerous international guests through exciting activities and uniquely characteristic destination experiences, with China market inbound tourism revenue increasing more than threefold and guest numbers achieving more than double growth.
The extended holiday also reignited Chinese guests' outbound tourism enthusiasm, with Mediterranean Club's China market outbound tourism revenue increasing over 30% year-over-year and guest numbers growing over 40%. Beautiful and culturally unique Southeast Asian island resorts were most popular, including Club Med Mediterranean Club Cherating Beach Resort Malaysia, Club Med Mediterranean Club Phuket Resort, and Club Med Mediterranean Club Bintan Island Resort. Among these, Cherating Beach Resort Malaysia saw Chinese guest outbound tourism revenue increase more than double, with Chinese guest numbers growing more than threefold.
Looking at the brand's performance trajectory, Club Med Mediterranean Club's growth momentum has continued for an extended period with optimistic prospects. In the first half of 2025, Mediterranean Club reached new heights with global total revenue exceeding 9 billion RMB, up 4% year-over-year, including 17% growth in resort operating revenue. Booking performance for the second half of 2025 and first half of 2026 remained equally positive, demonstrating the brand's strong resilience amid global economic uncertainty.
Stéphane Maquaire, Global President and CEO of Club Med Mediterranean Club, stated: "The excellent first-half performance validates the outstanding effectiveness of our premium all-inclusive strategy and the tireless efforts of our global team. Despite economic environment uncertainties, strong demand for mountain wilderness vacations and premium experiences has fueled booking growth momentum for the second half of 2025 and 2026. Leveraging the brand's 75-year deep foundation, innovative applications of digitalization and AI technology, and comprehensive global expansion plans, Mediterranean Club maintains sustainable growth momentum. I look forward to working hand-in-hand with the global team to continue our efforts and write new development chapters."
In the first half of 2025, Club Med Mediterranean Club achieved year-over-year growth across multiple performance indicators, including operating profit margin, recurring net profit, and recurring EBITDA, aligning with brand growth objectives. Average room occupancy remained stable at approximately 70%, with daily average room rates increasing 5%, reflecting continued market demand for premium all-inclusive vacation products and demonstrating the alignment between the "This is Freedom" brand spirit and market demand.
In the first half, France continued to maintain its position as the brand's largest market, contributing over 30% of revenue, followed closely by Brazil and the United States. As one of the brand's important source markets, China market also achieved stable growth with multiple resorts delivering excellent results. Guilin Resort and Lijiang Resort's first-half revenues increased 14% and 8% year-over-year respectively.
Benefiting from recent visa facilitation policies and the brand's global sales capabilities, China market's cross-border tourism business developed rapidly in the first half: inbound tourism revenue grew over 60%; outbound tourism also rebounded significantly, with Southeast Asian Bintan Island Resort and Cherating Beach Resort revenues both growing over 15%.
In the first half of 2025, benefiting from diversified product portfolio and international source market expansion, Club Med Mediterranean Club's mountain wilderness resorts achieved 7% year-over-year revenue growth with 6% daily average room rate increases. With premium all-inclusive family skiing vacation experiences, Mediterranean Club's twenty-plus ski resorts located in global premium skiing destinations, including China's Changbaishan, Beidahu, and Yabuli resorts, widely attracted global guests.
Club Med Mediterranean Club's Exclusive Collection (luxury product line) achieved 7% year-over-year revenue growth with 6% daily average room rate increases, demonstrating strong market demand for luxury all-inclusive vacations and further consolidating the brand's pioneering position in premium vacation sectors. In the China market, Exclusive Collection revenue increased over 10%, with the Mediterranean Club French sailing cruise under this product line formally introduced to Chinese guests for the first time this year, adding vitality to market development.
In 2025, Club Med Mediterranean Club reached the important milestone of its 75th anniversary, launching global brand promotion activities showcasing the "This is Freedom" brand spirit, reviewing the brand's history of pioneering premium all-inclusive vacation concepts, and demonstrating the brand evolution journey from Mediterranean origins to global expansion. In China, the "75 Years, Vacations Always Free and Easy" celebration was grandly held at Lijiang Resort, deeply interpreting the integration of French lifestyle art with local culture and sharing strategic plans for global market expansion.
In the first half of 2025, Club Med Mediterranean Club continued advancing its global expansion strategy, seeking partners in Italy and Canada to promote new ski resort projects and strengthen European and American market presence. In the China market, under the guidance of "Global Localization" strategy, the brand strengthened development of all-inclusive mountain wilderness resorts and sunshine resorts, planning to deploy more "Mediterranean Neighborhood" and "Mediterranean Day Ark" resorts.
Beyond new projects, renovation and upgrades of existing resorts proceeded simultaneously. Club Med Mediterranean Club Phuket Resort's "Family Oasis" expansion was completed; Club Med Mediterranean Club Bintan Island Resort's renovation project was underway. In China, Club Med Mediterranean Club Beidahu Resort renovation project commenced, with Club Med Mediterranean Club Guilin Resort renovation about to begin, upgrading vacation experiences for guests.
As one of Club Med Mediterranean Club's core strategic pillars, the "Happy Digital" strategy continued empowering business development, using technology to reshape premium vacation experiences and receiving international award recognition for innovative AI applications. In the first half, Club Med Mediterranean Club's online channel booking proportion increased to nearly half, validating the effectiveness of its digital booking channels. The brand continued promoting AI applications, releasing key achievements in guest services, content creation, procurement negotiation, and team management at VivaTech 2025, Europe's renowned technology event. The G.M. Copilot project transformed WhatsApp and WeChat into 24-hour online dialogue channels, now covering 13 markets with 35% fully automated conversations. This project also won the gold award in the "Self-Service and Chatbot" category at the 2025 Customer Experience (CX) Awards.
In 2025, the brand continued committing to scaled AI scenario implementation, promoting overall operations toward automation and intelligence upgrades, piloting 12 AI application scenarios with 85% already operational, leading industry benchmarks.
Club Med Mediterranean Club upholds the "Happy to Care" philosophy, promoting sustainable development through multiple concrete measures. In early 2025, the brand integrated new ESG standards into its financing system, achieving "Sustainability-Linked Loan" qualification, linking funding to three core indicators: improving ecological certification rates for new resorts, reducing greenhouse gas emissions, and decreasing water consumption at resorts in water-scarce regions.
This year, Club Med Mediterranean Club Serre Chevalier Resort France's renovation received BREEAM (Building Research Establishment Environmental Assessment Method) ecological certification, laying the foundation for the brand's long-term goal of "100% ecological certification for new and renovated resorts" and setting sustainable operation benchmarks for the industry.
In China, Beidahu and Yabuli resorts received Green Globe certification in 2025 for sustainable operations and environmental experiences. Green Globe is an advanced global tourism industry standard providing sustainability certification for enterprises. Guilin and Lijiang resorts also received this honor in 2024.
As the global pioneer brand in premium all-inclusive vacations, Club Med Mediterranean Club will continue leveraging its 75-year historical foundation, innovative digital capabilities, and sustainable operation strategies to advance global business expansion, creating advanced vacation experiences for global guests and achieving more development milestones.