Top destinations for Chinese tourists

Chinese outbound tourism is one of the biggest forces in global travel. In 2024, Chinese travelers made approximately 130 million outbound trips, and that number is heading toward 160 million in 2025. If you want to know where this enormous group is going, and why, this is your guide.

Top 20 Destinations for Chinese Tourists in 2025-2026

1. Thailand: Consistent number one. Visa-free entry since 2023, affordable luxury, great beaches, and familiar food. Bangkok, Phuket, and Chiang Mai dominate Chinese traveler searches.
2. Japan: About 8 million Chinese visitors annually. Cherry blossoms, technology, shopping, and food. Average spend per trip: around $2,500.
3. South Korea: K-pop, K-beauty, Korean BBQ. Strong with the 20-35 age group. Seoul and Jeju Island lead the bookings.
4. Singapore: Clean, safe, family-friendly, and fully Alipay and WeChat Pay enabled. Chinese tourists contribute 30% of all tourist spending there.
5. Malaysia: A large Chinese-speaking community, affordable, and rich in natural scenery. Strong rise in eco-tourism visitors from China.
6. Vietnam: Growing fast. Simplified visa processes, dramatic natural beauty (Ha Long Bay, Sapa), and excellent food.
7. United States: Long-haul favorite for high-income travelers. New York, Los Angeles, and the national parks are the big draws.
8. Australia: Wildlife, nature, and strong university connections. Big draw for families with students already studying there.
9. Canada: Natural beauty and large Chinese communities in Vancouver and Toronto. Popular with families and students.
10. United Kingdom: London first, then Edinburgh and Oxford. Heritage tourism and educational institutions are the main pull.
11. France: Paris remains aspirational for Chinese luxury travelers. The Eiffel Tower, luxury shopping, and wine regions.
12. Italy: Rome, Venice, Florence: all strong draws. Historical sites plus luxury fashion brands in one trip.
13. Germany: Engineering heritage, Christmas markets, and the Bavarian Alps. Popular with both business and leisure travelers.
14. Switzerland: Alpine scenery and luxury watch shopping. Premium segment travelers, high spend per visitor.
15. New Zealand: Adventure tourism and dramatic landscapes. Popular with younger independent travelers and film fans.
16. Indonesia (Bali focus): Bali’s beaches and temples are massively popular on Xiaohongshu. Strong growth driven by social media content.
17. Spain: Barcelona and Madrid growing in popularity. Warm climate, historical sites, and good food align well with Chinese preferences.
18. United Arab Emirates: Dubai’s luxury appeal, desert experiences, and shopping. Strong Alipay and WeChat Pay acceptance.
19. Philippines: Boracay and Palawan for beach tourism. Affordable and accessible from major Chinese cities.
20. Maldives: Honeymoon and luxury market. Overwater bungalows and pristine beaches drive high-spend bookings.

Why These Destinations Win Chinese Travelers

The pattern is clear when you look at the list. Asian destinations dominate because they are close, affordable, and have adapted to Chinese travelers’ needs. European and long-haul destinations win with higher-income segments who travel for prestige, luxury, and once-in-a-lifetime experiences.

According to Mafengwo’s 2024 travel data, the three biggest factors Chinese travelers cite when choosing a destination are: food quality and variety, ease of navigation (Mandarin presence, maps support), and overall safety. Visa ease is a close fourth, which explains why Thailand and Singapore consistently top rankings since both offer visa-free or very simple entry.

A newer factor is social media virality. Destinations that generate strong Xiaohongshu and Douyin content see booking spikes that directly correlate with post engagement. Bali and Japan are classic examples: both have benefited enormously from Chinese travelers sharing stunning content that drives the next wave of visitors.

Thailand in Detail: Why It Stays at Number One

Pre-pandemic, Thailand attracted nearly 11 million Chinese tourists annually. By mid-2025, it’s well on track to surpass that. The visa-free policy implemented in late 2023 removed the biggest barrier. Bangkok delivers urban excitement: temples, street food, shopping malls, and nightlife. Phuket and Koh Samui deliver beach experiences. Chiang Mai draws travelers who want nature and culture.

Thai businesses that have invested in Alipay acceptance, Mandarin-speaking staff, and Chinese-language menus consistently outperform competitors. It’s a direct lesson for any destination or hospitality business targeting this market.

Japan: High Spend, High Expectations

Japan sees about 8 million Chinese visitors annually. The relationship between Chinese tourists and Japan is interesting: there is cultural familiarity (shared history, shared food influences, shared aesthetics), combined with the thrill of a distinctly different experience. Japanese precision hospitality, called omotenashi, fits Chinese expectations for service quality very well. Spending averages $2,500 per trip because travelers shop heavily for skincare, electronics, and local specialty goods.

Why Your Chinese Digital Presence Matters

If you run a tourism business and you want Chinese visitors, being on the right channels is everything. Chinese travelers research exclusively through Chinese platforms. Here’s what you need:

• Chinese website + ICP license + China hosting: Without a China-optimized website, you don’t appear on Baidu. Use Alibaba Cloud or Tencent Cloud for hosting to ensure fast load times inside mainland China.
• Douyin: The main discovery channel. Short video content about your destination or business reaches millions of potential Chinese visitors every day.
• Xiaohongshu (XHS/RED): Where Chinese travelers research before they book. Reviews, travel notes, and KOL content here build the trust that drives decisions.
• Baidu: SEO and PPC capture travelers in active search mode, looking for flights, hotels, and activities at your destination.
• WeChat: The loyalty and communication layer. Mini-Programs for booking, Official Accounts for content, and WeChat Pay for frictionless transactions.

Our team at Chinese Tourist Agency helps destinations and travel brands build these channels properly. See our full services here.

FAQ: Top Destinations for Chinese Tourists

How many Chinese tourists travel internationally each year?

In 2024, Chinese citizens made approximately 130 million outbound trips. That’s a strong recovery from the near-zero figures during the pandemic years and approaching the 2019 peak of 155 million. Projections for 2025 put the total between 150 and 160 million trips. China remains the world’s largest source market for international tourism, and the economic weight of Chinese travelers is enormous. In many destinations, Chinese visitors are the single highest-spending nationality per trip.

Why do Chinese tourists prefer short-haul Asian destinations over long-haul travel?

Several practical and cultural reasons. Flights are shorter and cheaper. Language barriers are smaller. Food options align more closely with Chinese preferences. Mandarin is widely used in many Southeast Asian countries. Visa entry is often easier. And the cultural signals are more familiar. For most Chinese travelers, an annual short-haul trip to Thailand, Japan, or Singapore is the norm. Europe or America is saved for a special trip, often tied to a milestone like a honeymoon or milestone birthday. The two types of trips serve very different needs.

What makes a destination particularly appealing to Chinese tourists in 2025?

Three things matter most: great food (or at least accessible Chinese food options nearby), social-media-worthy scenery or experiences, and ease of entry. A destination that appears regularly in Douyin and Xiaohongshu content will see organic interest grow without spending a single dollar on advertising. Alipay and WeChat Pay acceptance also removes a real friction point. Destinations that invest in these basics consistently outperform those that rely on generic Western tourism marketing to reach Chinese visitors.

How can a destination outside the top 20 attract more Chinese tourists?

The most effective route is a combination of Chinese social media presence and targeted digital marketing. Start with Douyin: create or commission short video content about your destination that is genuinely interesting to a Chinese audience. Then build on Xiaohongshu with KOL collaborations and reviews. Make sure Baidu search captures anyone who then goes looking for more information. Practical steps matter too: visa simplification, Alipay and WeChat Pay acceptance, and at least some Mandarin-language signage and materials. Our team at Chinese Tourist Agency can help design a strategy tailored to your destination.

The Market Is Moving. Are You Ready?

Chinese outbound tourism is heading back toward 160 million trips a year. The destinations that understand this audience, adapt their products, and show up on Chinese digital platforms will capture a disproportionate share of that growth. The gap between destinations that have done this work and those that haven’t is widening every month. Let’s make sure you’re on the right side of that gap.

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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.

Quick Reference: Top 10 Destinations for Chinese Tourists

Rank	Destination	Main Appeal	Visitor Volume
1	Thailand	Beaches, food, visa-free	11M+ annually
2	Japan	Culture, shopping, food	~8M annually
3	South Korea	K-pop, beauty, food	Strong YoY growth
4	Singapore	Safety, family, luxury	30% of total tourist spend
5	Malaysia	Nature, culture, community	+40% eco-tourism
6	Vietnam	History, food, low cost	+20% YoY
7	USA	Cities, national parks	High-income segment
8	Australia	Nature, education links	Strong student tie-in
9	Canada	Nature, diaspora	Steady growth
10	UK	Heritage, education	Premium segment