This is where Chinese tourists want to go
Here is a strategic breakdown of where Chinese tourists are heading, their favorite countries, cities, and top activities based on recent trends and market forecasts.
Top Destinations for Chinese Tourists in 2025
🌎 Favorite Countries (Top 10)
| Rank | Country | Reason for Popularity |
|---|---|---|
| 1 | Thailand | Close proximity, shopping, beaches, luxury resorts |
| 2 | Japan | Culture, shopping, food, cherry blossoms |
| 3 | France | Luxury shopping, culture, art, iconic landmarks |
| 4 | Italy | Fashion, culture, architecture, gastronomy |
| 5 | Australia | Nature, wildlife, education, family trips |
| 6 | United Arab Emirates (Dubai, Abu Dhabi) | Luxury, shopping, futuristic attractions |
| 7 | Singapore | Modern city, family-friendly, shopping |
| 8 | United States (California, New York, Hawaii) | Education, sightseeing, shopping |
| 9 | South Korea | K-beauty, K-pop culture, shopping, food |
| 10 | Switzerland | Nature, luxury, safe destination, watch and jewelry shopping |
🌆 Favorite Cities (Top 10)
| Rank | City | Why They Love It |
|---|---|---|
| 1 | Bangkok, Thailand | Shopping, nightlife, temples |
| 2 | Tokyo, Japan | Fashion, anime, food, technology |
| 3 | Paris, France | Fashion, Eiffel Tower, museums |
| 4 | Rome, Italy | History, architecture, food |
| 5 | Dubai, UAE | Luxury, modern architecture, desert safari |
| 6 | Osaka, Japan | Food, Universal Studios, shopping |
| 7 | Seoul, South Korea | K-pop, cosmetics, shopping districts |
| 8 | Singapore | Marina Bay Sands, Gardens by the Bay, luxury malls |
| 9 | Sydney, Australia | Opera House, beaches, wildlife |
| 10 | New York City, USA | Landmarks, shopping, Broadway |
🎯 Top Activities for Chinese Tourists in 2025
| Activity Type | Examples | Reason Why Popular |
|---|---|---|
| Luxury Shopping | Fashion, Jewelry, Watches (Paris, Milan, Tokyo) | Love for luxury brands, duty-free, gifting |
| Cultural & Heritage Tours | Museums, historic sites (Rome, Paris, Kyoto) | Interest in global history and culture |
| Food & Culinary Experiences | Michelin restaurants, local street food (Tokyo, Bangkok) | Discover new flavors, Instagram moments |
| Nature & Adventure | Beaches, mountains, safaris (Australia, Dubai, Switzerland) | Shift toward nature and wellness |
| Wellness & Spa Retreats | Hot springs, luxury resorts (Bali, Thailand, Switzerland) | Health-conscious, anti-stress |
| Family-friendly Attractions | Theme parks (Disneyland Tokyo, Universal Studios, Safari parks) | Multi-generational travel |
| Instagram & Social Media Hotspots | Iconic landmarks, unique cafes, scenic spots (Dubai, Paris, Singapore) | Showcasing trips on social platforms (WeChat, RED) |
🔥 Key Trends Among Chinese Travelers in 2025
- Luxury and Experience-Focused Travel: Not just sightseeing but immersive experiences (private tours, unique dining, fashion tours).
- Multi-generational Family Trips: Parents, kids, and grandparents traveling together (safe, family-friendly).
- Health & Wellness Tourism: Spas, nature resorts, anti-aging retreats (high demand in Switzerland, Thailand).
- Education and Study Tours: Focus on destinations like the US, UK, Australia for children and family.
- Digital Nomad & Long Stays: For younger travelers working remotely (Bali, Thailand).
- Shopping Tourism Still Strong: Especially for luxury brands, cosmetics, jewelry, watches (Paris, Milan, Tokyo, Dubai).
- Adventure and Outdoor: Growing interest in eco-tourism, hiking, safaris, water activities (Australia, UAE, Switzerland).
SItuation in 2014! (10 years agoo)Â
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All countries around the world have realized that Chinese people were the new category of tourists they have to attract at all costs, all the more so as everyone know that Chinese are big spenders. That is why capturing Chinese’s interest would be extremely interesting for any country.
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Here is the new full list of the top-ranked destinations for Chinese outbound tourists:
1. New Zealand
2. United States
3. Canada
4. Australia
5. Singapore
6. Italy
7. Thailand
8. United Kingdom
9. France
10. South Korea
11. Germany
12. Japan
13. Spain
14. Philippines
15. Russia
16. Malaysia
17. Brazil
18. South Africa
19. Cambodia
20. Indonesia
21. Vietnam
So, the winner of this year is New Zealand! This is not surprising: it has already been demonstrated that New Zealand attracts +30% Chinese tourists per year! New Zealand Tourism is changing with the arrival of Chinese travelers. All the industry of the country profit to this new target, and helped boost overall shopping spending by 500 million dollars last year. China is the second market for New Zealand’s tourism!
What happened to France? You have probably noticed that France, which used to be the top destination for Chinese tourists, moved to the 9th place. The country is gradually losing its leadership in terms of Chinese tourists’ favorite destination. At the bottom of the list, we can find Cambodia, Indonesia and Vietnam.
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Meanwhile, China no longer attracts visitors
Chinese are less and less interested in visiting their own country because of smog and crowds across China. That is why Chinese people tend to go abroad when they are on holiday. It is the same for inbound visitors: whether because of pollution or some other reason, the number of foreign tourists fell by 3%, down to 31 million.
More information about Chinese tourists
1. The boom of Chinese tourists
2. Consequences of Chinese tourists abundance
3. 4 major trends in China’s tourism industry
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