Favorite Shopping Destination for Chinese Tourists are…

Chinese tourists are back, and they are shopping. For many travelers from China, a trip abroad without serious retail activity is not a complete trip. The destinations and brands that understand this are pulling in significant revenue. The ones that don’t are watching Chinese visitors walk straight past their stores.

In 2024, Chinese travelers continued to make shopping a central part of their travel plans. Three updated numbers from this market:

• Chinese outbound tourists spent an estimated $196 billion globally in 2024, with retail accounting for a major share, according to UNWTO data.
• Japan’s weak yen drove a 60% year-on-year increase in Chinese tourist spending in Japanese stores in 2024, according to Japan Tourism Agency figures.
• South Korea’s duty-free sector saw a 23% revenue drop compared to its 2019 peak, even as Chinese visitor numbers recovered, partly because Japan had become more attractive for luxury purchases.

Shopping as a Core Travel Activity

For many Chinese tourists, shopping abroad is not a side activity. It is a primary reason for choosing a destination. They plan routes around shopping districts. They check price comparisons before they land. They arrive with lists: luxury goods, cosmetics, electronics, specialty food items not available at home.

One well-known example: groups of Chinese tourists visiting Paris have been reported to organize their itineraries around the summer sales, arriving with empty suitcases and leaving with them full. They call it “combat shopping,” and they mean it as a compliment. It is strategic, fun, and efficient.

Understanding this behavior is not just interesting. For tourism businesses and retail destinations, it is essential information for positioning your offer correctly.

Japan: The Top Shopping Destination in 2024

Japan reclaimed its place as the favorite shopping destination for Chinese tourists in 2024. The combination of the yen’s ongoing weakness against the RMB, Japan’s reputation for quality goods, and the country’s extremely high service standards made it an obvious choice. From Tokyo’s Ginza to Kyoto’s boutique stores, Chinese tourists were everywhere, and they were buying.

It is not only shopping that pulls them in. The cultural experiences, the tea ceremonies, the cherry blossoms, the food, all of it creates a travel experience that Chinese tourists describe as both exciting and comfortable. Japan hits the combination of familiar and foreign in a way very few destinations manage.

South Korea: Recovery with Complications

South Korea has made genuine efforts to bring Chinese tourists back. The “Visit Korea Year” campaign in 2024 drew over one million Chinese visitors in the first quarter alone, the highest quarterly figure since before the pandemic. Overall, Q1 2024 saw 3.4 million international visitors, according to the Ministry of Culture, Sports, and Tourism.

However, the duty-free sector has not bounced back as strongly as the visitor numbers suggest. The Korea Duty Free Shop Association reported a 23% drop in travel retail revenue compared to the 2019 peak of $17.6 billion. Two factors are working against it. First, Japan is absorbing luxury spending that previously went to Korea. Second, new regulations from February 2024 limit purchases: a cap of 50 SKUs on items like cosmetics, and 10 items on high-value goods like bags and watches. This directly limits the “daigou” buying that previously inflated Korean duty-free sales.

What Drives Destination Choice for Chinese Shoppers?

Price advantage, variety, and trust. When the exchange rate makes a destination significantly cheaper than buying the same item at home or in Hainan, Chinese tourists will go there specifically for that reason. Japan’s yen situation is the clearest recent example, but it applies anywhere: a destination that combines shopping opportunity with a good travel experience wins.

Cultural resonance also matters. Japan and Korea both have strong cultural connections with China through media, food, and shared aesthetic sensibilities. This familiarity lowers the barrier to travel. Destinations with less cultural proximity need to work harder on education and trust-building.

According to Mafengwo, shopping-focused destination guides consistently rank among the most-viewed travel content on the platform. Ctrip data shows that “shopping + culture” packages outperform pure sightseeing tours for Chinese travelers in most non-beach destinations.

Why Your Chinese Digital Presence Matters

If you want Chinese shoppers at your destination or in your store, you need to be visible before they book. Here is how that works in practice:

• Chinese website with ICP license and China hosting (Alibaba Cloud or Tencent Cloud): a fast, Chinese-language site with clear pricing, available brands, and easy contact options is the foundation.
• Douyin: short videos showing the shopping experience, the products, the atmosphere, the deals. This is how Chinese travelers discover new shopping destinations.
• Xiaohongshu (XHS/RED): reviews and photos from real shoppers carry enormous weight. If someone posts about a great haul at your mall or store, it reaches thousands of potential shoppers.
• Baidu SEO and PPC: when someone searches “best shopping in [city]” on Baidu, you want to appear in the results.
• WeChat: for loyalty programs, exclusive offers to followers, and direct communication during the trip.

Visit our services page to see how we help destination and retail brands reach Chinese shoppers. Our guide on Xiaohongshu marketing is a good starting point, and our Chinese digital marketing agency overview explains how all the channels work together.

Quick Reference: Top Shopping Destinations for Chinese Tourists

Destination	Key Draw	2024 Trend
Japan	Yen weakness, quality goods	Strong growth in luxury spending
South Korea	Cosmetics, K-beauty, electronics	Visitors recovering, duty-free lagging
France / Europe	Luxury brands, fashion sales	Growing again post-pandemic
Hainan (domestic)	Duty-free, proximity	Policy changes affecting high-end buying
Singapore / Thailand	Tax-free, easy access	Consistently popular

FAQ

Why do Chinese tourists shop so much when traveling?

Several reasons combine. Price advantages on luxury goods abroad versus Chinese import taxes make certain items genuinely cheaper when bought overseas. There is also the social dimension: bringing back gifts, known as “ban” items, for family and friends is a cultural practice. And then there is the simple pleasure of access to products and brands not available at home. For many Chinese travelers, especially younger ones, shopping is part of how they define a successful trip.

How can a retail destination attract Chinese tourists?

Start with the basics: Alipay and WeChat Pay accepted, Chinese-language signage, Mandarin-speaking staff in key areas. Then build visibility on the platforms Chinese travelers use to research. Xiaohongshu reviews are particularly important because they come from real shoppers and are trusted heavily. Douyin content showing the shopping experience, the atmosphere, and the deals available works well for discovery. Partnerships with Ctrip or other Chinese OTAs for “shopping tour” packages can also drive significant traffic.

Is Japan’s advantage over Korea sustainable?

The yen’s weakness has given Japan an exceptional advantage that is partly currency-driven. If the yen strengthens significantly, some of that advantage erodes. However, Japan also has strong structural appeal: exceptional service culture, product quality, and cultural interest that go beyond price. Korea still has real advantages in cosmetics and K-pop-related culture goods, and its visitor numbers have recovered well. The two destinations will likely coexist as major shopping destinations, each with its own strengths.

What payment methods do Chinese tourists expect abroad?

Alipay and WeChat Pay are the standard. Cash is rarely carried. Many younger Chinese tourists have limited experience using physical credit cards and find the process of currency exchange frustrating. Destinations and stores that accept Alipay and WeChat Pay immediately remove a major barrier to purchase. This is not a nice-to-have anymore. It is expected. Setting up these payment methods is one of the highest-ROI investments a retail business can make to capture Chinese tourist spending.

Make Your Destination Visible to Chinese Shoppers

Chinese tourists are traveling again and spending significantly. The question is whether they know your destination exists and whether you make it easy for them to choose you. Building visibility on Chinese platforms and creating the right in-destination experience are both achievable goals. Visit our services page to see how we can help.

Marcus Zhan is a digital strategist at CTA with over 10 years of experience helping international brands grow in China. He specializes in Douyin, Xiaohongshu, and Chinese SEO.