This is where Chinese tourists want to go
Here is a practical breakdown of where Chinese tourists are heading in 2025-2026, their preferred countries, cities, and top activities, based on current travel data and recent booking trends.
A few numbers to set the picture:
- Chinese outbound travel is expected to hit 130 million trips in 2025, recovering past pre-pandemic 2019 levels (UNWTO, 2025).
- Chinese tourists remain the world’s top international spenders, with average trip spend of $1,500+ per visit.
- Short-haul destinations in Southeast Asia (Thailand, Japan, Singapore) account for over 60% of Chinese outbound trips.
- Visa-free or visa-on-arrival access is one of the top factors driving destination choice for Chinese travelers in 2024-2025.
Top Destinations for Chinese Tourists in 2025
Favorite Countries (Top 10)
| Rank | Country | Reason for Popularity |
|---|---|---|
| 1 | Thailand | Close proximity, visa-free, shopping, beaches, luxury resorts |
| 2 | Japan | Culture, shopping, food, cherry blossoms, weak yen |
| 3 | France | Luxury shopping, culture, art, iconic landmarks |
| 4 | Italy | Fashion, culture, architecture, gastronomy |
| 5 | Australia | Nature, wildlife, education, family trips |
| 6 | UAE (Dubai, Abu Dhabi) | Luxury, shopping, futuristic attractions |
| 7 | Singapore | Modern city, family-friendly, shopping |
| 8 | United States | Education, sightseeing, shopping |
| 9 | South Korea | K-beauty, K-pop culture, shopping, food |
| 10 | Switzerland | Nature, luxury, watches and jewelry shopping |
Favorite Cities (Top 10)
| Rank | City | Why They Love It |
|---|---|---|
| 1 | Bangkok, Thailand | Shopping, nightlife, temples, Mandarin-friendly service |
| 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 | Examples | Why Popular |
|---|---|---|
| Luxury Shopping | Fashion, jewelry, watches (Paris, Milan, Tokyo) | Duty-free prices, brand variety, gifting culture |
| Cultural Tours | Museums, historic sites (Rome, Paris, Kyoto) | Interest in global history and culture |
| Food Experiences | Michelin restaurants, street food (Tokyo, Bangkok) | Discovery of new flavors, content for social media |
| Nature and Adventure | Beaches, mountains, safaris (Australia, Dubai, Switzerland) | Growing interest in outdoor and wellness travel |
| Wellness Retreats | Hot springs, luxury spas (Bali, Thailand, Switzerland) | Health-conscious, post-pandemic recovery mindset |
| Family Attractions | Theme parks (Tokyo Disneyland, Universal Studios) | Multi-generational travel with children and grandparents |
| Social Media Hotspots | Iconic landmarks, scenic spots (Dubai, Paris, Singapore) | Content creation for WeChat and Xiaohongshu |
Key Trends Among Chinese Travelers in 2025
- Experience-Focused Travel: Not just sightseeing, but immersive experiences. Private tours, unique dining, behind-the-scenes access.
- Multi-generational Family Trips: Parents, children, and grandparents traveling together. Safety and family-friendly infrastructure are priorities.
- Health and Wellness Tourism: Spas, nature resorts, hot springs. Strong demand in Switzerland and Thailand.
- Education and Study Tours: US, UK, and Australia remain key for families sending children to study.
- Digital Nomad and Long Stays: Younger travelers working remotely from Bali or Thailand.
- Shopping Tourism: Still strong for luxury brands, cosmetics, jewelry, and watches in Paris, Milan, Tokyo, and Dubai.
- Adventure and Outdoor: Eco-tourism, hiking, safaris, and water activities are growing fast.
Historical Comparison: 2014 vs 2025
Ten years ago, the ranking looked very different. New Zealand topped the list in 2014, with the US, Canada, and Australia following closely. France had dropped from its top position. The Chinese tourist was mostly travelling in groups, shopping-focused, and picking well-known destinations.
In 2025, the profile has changed significantly. Younger travelers plan their own trips on Xiaohongshu. Wellness and outdoor are growing. Southeast Asia dominates short-haul. The group tour is giving way to the independent traveler.
What This Means for Tourism Businesses
If you want to attract Chinese tourists, you need to be where they look: Douyin, Xiaohongshu, and WeChat. Not a translated brochure on a website they’ll never find.
The decision to visit a destination is shaped by social media content. A hotel, restaurant, or attraction that shows up consistently on Xiaohongshu with credible reviews can attract bookings from Chinese travelers it would never have reached otherwise. That’s the opportunity.
Business Tips: How to Attract Chinese Tourists
- Be active on Xiaohongshu and Douyin: Create content showing your destination or property. Use local influencers (KOCs) for authentic reviews.
- Engage on Chinese travel platforms: Mafengwo and Qyer are where Chinese travelers share itineraries. Ctrip and Fliggy are where they book. Be visible on both.
- Optimize for Baidu: Not just Google. Your website should have a Chinese version that loads fast in China.
- Partner with Chinese travel agencies: Especially for group tours and family travel packages.
- Manage your online reputation actively: Respond to reviews on Ctrip and Dianping. Positive feedback on these platforms directly drives bookings.
CTA Services for Tourism Brands
Douyin Marketing: We help tourism destinations and hotels build a Douyin presence that drives discovery and booking intent. Short video content, in-feed ads, and KOL partnerships. Chinese travelers increasingly find destinations through Douyin before anywhere else. Our Douyin service.
Xiaohongshu (RED) Marketing: We manage RED accounts for tourism clients, produce authentic content, and coordinate with travel KOCs. A single well-placed RED review can drive bookings for months. Our RED marketing service.
WeChat Marketing: We set up Official Accounts and run Moments ad campaigns targeted at Chinese travelers planning international trips. WeChat is where they finalise decisions and share recommendations. Our WeChat service.
Full overview at our services page. We are a digital tourism agency based in Shanghai, focused on helping travel companies reach Chinese consumers.
Summary Table: Chinese Tourism Trends 2025
| Aspect | Current Trend |
|---|---|
| Travel type | Independent, experience-focused, family |
| Top destinations | Southeast Asia, Europe, Middle East |
| Main motivations | Shopping, culture, food, wellness, nature |
| Preferred cities | Bangkok, Tokyo, Paris, Dubai, Singapore |
| Planning tools | Xiaohongshu, Douyin, Ctrip, WeChat |
| Booking behavior | Direct bookings, local experiences, mobile-first |
External sources:
Pedro Wang is the founder of Chinese Tourists Agency, a Shanghai-based agency focused on Chinese digital marketing for international brands. He has been working with tourism businesses in China since 2010. May 2026.
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