Top Destinations Chinese Travelers Choose for Golden Week 2025
Every year, Golden Week turns China into a country on the move. Millions of Chinese tourists take the week-long National Day holiday to travel, both inside China and abroad. For tourism businesses, it’s one of the best moments to attract Chinese guests.
So where do they go in 2025? Here are the top destinations, the new trends, and practical tips to help your business catch this wave. By Pedro Wang, CTA, based in Shanghai.
1. Japan (Okinawa, Tokyo, Kyoto)
Japan stays number one for Golden Week. Close, easy to reach, and offering a mix of city energy, culture, and islands like Okinawa. Shopping, food, and short flight times make it especially attractive for families and couples. Japan received over 36 million foreign visitors in 2024, with Chinese travelers among the top nationalities returning post-pandemic.
2. South Korea (Seoul and Jeju Island)
South Korea stays a favorite for short holidays. Seoul pulls young travelers with K-culture, shopping, and nightlife. Jeju Island draws families and couples for beaches and a relaxed pace. Easy visa access from China helps.
3. Thailand (Bangkok, Phuket, coastal islands)
Thailand is a consistent winner during Golden Week. Warm weather, famous beaches, outstanding food: millions of visitors come every year. Many Chinese families choose resort stays and island packages for this specific holiday.
4. Vietnam (Phu Quoc, Nha Trang, Da Nang)
Vietnam has moved up the list fast. Resorts in Phu Quoc and Nha Trang are affordable, scenic, and easy to reach. Younger travelers like Da Nang’s food scene and nightlife. Phu Quoc has seen Chinese tourist arrivals grow by double digits three years running.
5. Southeast Asia (Malaysia, Singapore, Philippines, Indonesia)
Short-haul destinations across Southeast Asia keep growing. Families often pick Singapore for safety and convenience. Couples and young travelers choose Bali or the Philippines for beaches and diving. Malaysia draws visitors looking for culture and value.
6. Australia and New Zealand
For wealthier long-haul travelers, Australia and New Zealand are solid Golden Week choices. Nature, outdoor activities, and high-end hotels attract families who combine school breaks with the holiday week. These trips are planned months in advance.
7. Europe, UK, and the USA
Some Chinese travelers use Golden Week as part of a longer trip. Paris, Rome, London, and New York remain iconic choices for higher-spending tourists. These bookings require early planning, often 3 to 6 months ahead. Europe is gaining ground here as the U.S. loses it.
8. Domestic Destinations
Not everyone travels abroad. Inside China, Golden Week creates record demand every year. Beijing, Shanghai, Xi’an, and Chengdu lead the cultural cities. Mountain resorts and smaller towns are also growing as people look for less crowded options. Domestic trips now represent over 60% of all Golden Week travel by volume.
What’s New in 2025
- Islands and nature escapes are the hottest category. Jeju, Okinawa, and Phu Quoc are all in high demand.
- Smaller destinations are growing. Travelers want new experiences beyond the main capitals. Secondary cities in Europe and Southeast Asia are seeing real increases.
- Premium travelers go long-haul. High-spending tourists use Golden Week for extended trips to Europe, Australia, and the U.S.
- Earlier bookings. Families and long-haul travelers plan further ahead. Short-haul trips still see last-minute activity.
Quick Summary Table
| Destination | Main audience | Why they go |
|---|---|---|
| Japan | All segments | Culture, shopping, food, close proximity |
| South Korea | Young adults, couples | K-culture, nightlife, Jeju nature |
| Thailand | Families, groups | Beaches, food, value |
| Vietnam | Young adults, budget travelers | Affordable resorts, food, beaches |
| Southeast Asia | Families, couples | Variety, safety, short flights |
| Australia/NZ | High spenders, families | Nature, luxury, extended trips |
| Europe | Premium travelers | Culture, shopping, luxury |
| Domestic China | All segments | Culture, nature, cost, convenience |
Tips for Tourism Businesses
If you want to attract Chinese tourists during Golden Week, here is what works:
- Be visible on Chinese platforms. Douyin for inspiration, Xiaohongshu for trust, WeChat for booking. These three platforms are where the decision gets made.
- Package short stays. Offer 3 to 5 day packages with transfers, activities, and meals included. Perfect for Golden Week schedules.
- Promote family-friendly services. Multi-generation travel is common. Show family rooms, child activities, and easy transport options clearly.
- Prepare for volume. Communicate peak hours, queue systems, and local rules in Chinese. It keeps visitors comfortable and reduces friction.
- Keep cancellation flexible. Simple refund options make your offer more attractive, especially for long-haul bookers who commit early.
Final Word
Golden Week is one of the biggest travel moments of the year for Chinese tourists. Short-haul destinations like Japan, Korea, Thailand, and Vietnam dominate by volume. Wealthier travelers choose Europe, Australia, or the U.S. Domestic spots still attract record numbers.
For SMEs in tourism, the preparation window matters. Get visible on Chinese social media before the holiday, build short packages, and make sure your service is Chinese-friendly when they arrive.
At CTA (ChineseTouristAgency.com), we help businesses like yours attract Chinese tourists during Golden Week and all year round. Our team in China manages campaigns on Douyin, Xiaohongshu, and WeChat, focusing on real bookings, not just impressions. See our services here.
See also: China National Tourism Administration data on outbound travel for Golden Week volume figures.
Pedro Wang is the founder of CTA, a digital marketing agency in Shanghai. He tracks Chinese travel trends every year and has worked with destinations across Europe, Southeast Asia, and the Pacific to prepare for Golden Week demand. His best advice: start 3 months early and be on Douyin.
