As the Lunar New Year travel season unfolds, China has firmly joined popular destinations like Thailand, South Korea, and Malaysia, all reaping the benefits of increased Chinese tourism. However, in stark contrast, Japan has experienced a dramatic fifty percent decline in Chinese visitors. The surge in travel to countries like Thailand and South Korea can be attributed to favorable factors such as visa-friendly policies, direct flight connections, and more accessible regional destinations. Meanwhile, Japan’s rising costs and political tensions have led to fewer Chinese tourists choosing it as a destination, with travelers increasingly opting for nearby, more affordable, and convenient options across Southeast Asia. This shift highlights a significant change in Chinese travel preferences during the festive season.
Thailand emerged as the leading destination for Chinese tourists during this year’s extended Lunar New Year holiday, surpassing its former favourite, Japan, which saw a significant decline in visitors amid a political dispute over Taiwan. The Southeast Asian country welcomed approximately 250,000 Chinese visitors between February 15 and 23, as reported by the travel marketing firm China Trading Desk. This year’s Lunar New Year holiday proved to be a key period for global travel operators, with China’s outbound tourism market expected to be worth an estimated US$140 billion in 2024, according to HSBC. In addition, the public holiday extended unusually long this year, lasting a total of nine days in 2026, contributing to the surge in travel.
The number of Chinese tourists visiting Thailand had declined in the previous year, primarily due to concerns over safety, particularly related to scam activities in some Southeast Asian countries. In response, Thailand’s tourism authority launched an aggressive promotional campaign to re-establish the country as a preferred destination for Chinese tourists. These efforts appeared to have paid off, as the number of Chinese visitors to Thailand increased by 60,000 compared to the previous year, surpassing the tourism authority’s forecast of 241,000 arrivals. The total number of arrivals between February 13 and 22 reached well beyond expectations, showing a strong rebound for Thai tourism during this year’s holiday.
Thailand’s long-standing popularity among Chinese tourists can be attributed to its attractive beaches, affordable travel options, and geographical proximity to China. The country was one of the first to be included in China’s outbound tour group initiatives more than two decades ago, and it has remained a popular destination ever since. With its natural beauty, low prices, and rich cultural experiences, Thailand has been a consistent favourite for tourists from China. Over the years, it has developed a well-established infrastructure to accommodate large numbers of Chinese visitors, further reinforcing its position as one of the top travel destinations in Southeast Asia.
While Thailand led the way in terms of Chinese arrivals, other Southeast Asian countries also saw increased interest during the Lunar New Year period. South Korea, Malaysia, and Singapore ranked as the second, third, and fourth most popular destinations for Chinese tourists. China Trading Desk’s data indicated that South Korea recorded the highest tourism spending, with Chinese visitors spending at least US$319 million during the holiday season. The influx of tourists into South Korea was driven by its proximity to China and its vibrant cultural scene, making it an appealing option for short getaways during the holiday period.
Chinese travel platform Fliggy, owned by Alibaba Group, also recorded similar trends. The platform noted that Southeast Asian destinations within a four-hour flight radius of mainland China, along with Hong Kong and Macau, were among the most popular travel choices for Chinese outbound tourists. This pattern reflects the strong demand for nearby international destinations that offer a quick and affordable escape from China during the holiday season. Given the length of the Lunar New Year holiday, many Chinese tourists seek destinations within close reach, making countries like Thailand, South Korea, and Singapore attractive options for travellers seeking to fully utilise their extended holiday
The dramatic drop in Chinese tourism to Japan during this year’s Lunar New Year holiday, however, marks a significant shift in travel patterns. Japan, which had been one of the top destinations for Chinese tourists in previous years, only received around 130,000 Chinese visitors during the holiday period, a substantial decrease from 260,000 in 2025. This decline is primarily attributed to the ongoing political dispute between China and Japan over Taiwan, which has escalated significantly since November. The diplomatic tension has led to Chinese authorities issuing travel warnings to Japan, advising against non-essential travel to the country. In addition, Chinese airlines canceled thousands of flights to Japan, further limiting access for tourists during the holiday period.
The diplomatic row between Beijing and Tokyo has had a profound effect on tourism flows. As tensions have worsened, Japan’s once-booming tourism sector has been hit hard, particularly during key travel periods like the Lunar New Year. In addition to travel warnings, the political dispute reached new heights when China added 20 Japanese entities to an export control list in response to Japan’s defence industry activities. These measures have made it more difficult for Chinese tourists to visit Japan, and the impact on tourism has been evident in the significant decrease in visitor numbers.
The situation highlights how political tensions can directly affect the travel industry, with countries involved in disputes often seeing declines in tourism from one another. The sharp drop in Chinese visitors to Japan during this year’s Lunar New Year serves as a reminder of the interconnectedness between international relations and the global travel market. Countries with strained diplomatic ties may face difficulties in maintaining tourism flows, especially during peak travel periods when tourists are more likely to opt for destinations with fewer travel restrictions or safety concerns.
China joins Thailand, South Korea, and Malaysia in capitalizing on the Lunar New Year travel boom, while Chinese tourism to Japan plummets by fifty percent due to rising costs, political tensions, and more attractive, affordable regional alternatives.
while Thailand reigned as the top destination for Chinese tourists during this year’s Lunar New Year holiday, other Southeast Asian nations also saw a boost in tourism. South Korea, Malaysia, and Singapore emerged as popular travel choices, benefiting from their proximity to China and their appeal to Chinese travellers. Meanwhile, Japan’s decline in Chinese visitors highlights the impact of political tensions on tourism, with diplomatic disputes directly influencing travel patterns. As the global tourism landscape continues to evolve, it remains clear that political stability and international relations will continue to play a key role in shaping the flow of tourists between nations.
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