Asian destinations emerged as the preferred choice for Chinese travelers during the recent nine-day Spring Festival holiday, with Thailand reclaiming its position as the most sought-after international destination. The trend highlights a significant shift in regional travel patterns and economic recovery in the tourism sector.
According to data released by online travel platform Qunar, Thailand’s Phuket and Bangkok, along with Kuala Lumpur, Singapore, Seoul, and Sydney comprised the top destinations for Chinese tourists during the February 15-23 holiday period. The selection criteria favored locations offering short flight distances, visa-friendly policies, and agreeable winter temperatures.
Li Yang, a 43-year-old traveler who visited Phuket with his family, noted that despite post-pandemic price increases, the island remains attractive for its renowned beaches, vibrant nightlife, and convenient direct flight connections. “Phuket offers diverse indoor and outdoor activities while remaining geographically accessible from China,” Li commented.
The tourism recovery marks a notable turnaround for Thailand, which experienced a nearly 30% decline in Chinese visitors last year due to currency strength, safety concerns, and regional competition. Early indicators show promising recovery, with the Association of Thai Travel Agents reporting daily Chinese arrivals during Spring Festival nearly doubling to approximately 30,000 visitors.
Thailand’s Ministry of Tourism and Sports reported over 5 million international tourist arrivals between January 1 and February 15, with China remaining the largest source market. The Tourism Council of Thailand has set an ambitious target of 34 million international visitors for the year, projecting tourism revenue of 1.64 trillion baht ($52.8 billion).
Meanwhile, Japanese destinations experienced a continued decline in Chinese visitors, dropping more than 60% year-on-year in January according to Japan National Tourism Organization data. Analysts attribute this shift partly to ongoing diplomatic tensions between China and Japan.
South Korean retailers reported substantial benefits from the travel resurgence. Lotte Department Store recorded a 260% year-on-year sales increase to Chinese customers during February 13-18, while Shinsegae Department Store’s main branch saw a 416% surge and The Hyundai Seoul experienced a 210% sales jump. Market analysts anticipate positive effects on South Korean consumer goods sectors, particularly cosmetics and apparel.