The Chinese New Year is one of the most powerful cultural moments for China and one of the most influential consumption periods of the year.

New extended Chinese national holidays for next year have just been announced, with more days off meaning more time to travel for the Chinese outbound market.

In a 2025 survey of Chinese travellers, destinations such as Hong Kong, Singapore and Switzerland were perceived to be the most safe. So how can a refined marketing strategy help to move your destination up this list?

Finland is rapidly growing in popularity as a destination for Chinese tourists, and China is currently the leading Asian source market for Finnish tourism.

From Europe’s scenic rail journeys to Canada’s famous Rocky Mountaineer, Chinese visitors are embracing train travel like never before. This isn’t just a passing trend, it’s a reflection of cultural habits, economic factors and changing attitudes towards travel itself.

The extended eight-day break, which ran from the 28th of January to the 4th of February, has sparked a revival in domestic travel and presented a strong recovery in outbound tourism.

What does China’s expanding footprint in Eastern Europe mean for tourism?

When our clients ask us how to influence Chinese tourists’ destination choice, we often recommend working with KOLs or Key Opinion Leaders.

This intriguing northern culture continues to entice Chinese travellers from all over the country to satiate their curiosities and embrace the welcome culture shock that awaits them in the land of the Vikings.