As Chinese tourists eagerly resume international travel, they are seeing a notable influx to traditionally popular destinations such as Japan and Thailand.
Visa-free entry and a weak currency are playing a key role in travel options to China, with Japan and Thailand leading the way this summer, followed by South Korea, Malaysia and other Southeast Asian countries.
Japan and Thailand have emerged as the most popular destinations for Chinese tourists due to favorable exchange rates and relaxed visa requirements. South Korea has also seen a resurgence in Chinese tourism, aided by a weaker currency against the renminbi. According to data from Cirium, ForwardKeys and major online travel booking sites, these destinations have seen a significant increase in flight bookings and travel inquiries.
A total of 3.04 million tourists visited Japan in May, of which 545,400 were from mainland China, up 305.5% from May 2023. Despite this increase, numbers remain at only 72% of pre-pandemic levels in May 2019. The surge in tourists has created a labor shortage in Japan’s hospitality industry, with major hotels such as the Imperial Hotel raising wages by 7% to attract and retain top talent.
The perceived low cost of travel to Southeast Asia is enticing travelers like Chengdu resident Amy Li, who recently told Euronews she was planning a nine-day trip with her family, drawn by Malaysia’s cost-effectiveness. “It’s value for money,” she said, highlighting the attractions of the sea views and relative proximity to China.
Popular Asian destinations for Chinese travelers
Japan Thailand Korea Hong Kong Singapore Malaysia Taiwan Vietnam Macau
Source: Cirium; Ranking of international summer flight capacity from China
While Asia remains a leading travel destination, Europe is attracting an increasing number of tourists, particularly from China, who are seeking luxury travel experiences.
In Europe, Belgium, Spain, the UK and Italy are popular destinations. Interestingly, travelers to Europe are more likely to book premium seats for greater comfort on long-haul flights.
“We are seeing strong growth in premium travel and business travel,” said Nhan Dai, market analyst at ForwardKeys, signaling a shift in travel preferences towards more upscale experiences.
Meanwhile, Germany is embarking on a new initiative to harness digital technology to attract Chinese tourists and bolster its digital customer service. Petra Hedorfer, CEO of the German National Tourist Board, told China Daily, “China is one of Germany’s most promising markets for inbound tourists and few other countries have a more pronounced digital affinity.” A recent Chinese delegation tour included visits to JD.com and Trip.com, and the board signed a memorandum of understanding with Trip.com to promote tourism in Germany.
The German National Tourist Board has partnered with Chinese technology giants such as Alipay and Baidu to launch campaigns such as online shopping festivals and WeChat mini-programs to promote tourism in Germany. Hödorfer emphasized the importance of digital innovation and partnerships, adding: “These companies have a broad user base and access to vast amounts of consumer data, which allows for deeper insights into travel behavior and preferences.”
In May, the global recovery of duty free shopping surged to 172% of 2019 levels, signaling a strong revival of international shopping, with Chinese shoppers playing a key role. Duty free spending specifically by mainland Chinese shoppers reached 132% of 2019 levels that month, highlighting the return of Chinese outbound travel after years of domestic travel and spending.
Spending across Asia Pacific in May increased 250% year-over-year, with mainland Chinese consumers leading the increase with an astounding 272% growth compared to May last year, while spending by visitors from Hong Kong and Taiwan increased an astounding 705% and spending by visitors from Northeast Asia increased 378%.
In continental Europe, spending rebounded 145% year-over-year, led by France, Spain and Italy. Spending by mainland Chinese shoppers in Europe increased 39% year-over-year.
The future of luxury travel is being reshaped by immersive branded experiences, a trend that is particularly popular with Chinese consumers. This summer, iconic fashion houses like Jacquemus are transforming their Saint-Tropez resorts into branded experiences that immerse visitors in the essence of the brand.
These acquisitions offer Chinese travellers the opportunity to experience the lifestyle of their favourite luxury brands, creating a unique blend of luxury retail and leisure.
By blending branded experiences with hospitality, luxury brands can foster deeper connections and loyalty with Chinese travelers. To be successful, these efforts require a shared vision and authenticity between hotels and brands, balancing exclusivity with broad appeal. As the luxury market evolves, those who innovate and embrace these immersive experiences will set new standards of excellence, making the future of luxury travel as dynamic as the destinations themselves.
