As the Chinese New Year (CNY) 2025 finishes, a dynamic shift in travel trends has unfolded. 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. This year’s celebrations were particularly special, as the inclusion of Chinese New Year on UNESCO’s Intangible Cultural Heritage List highlighted its global significance. With nearly 20 countries recognising it as an official holiday, CNY has undeniably become an international festival. Let’s dive into what these recent travel patterns reveal about future trends beyond the Spring Festival period.
A Focus on Regional Destinations
Despite an improving travel landscape, economic pressures are steering many Chinese travellers towards closer and more affordable destinations in Asia. Countries such as Japan, South Korea, Thailand, and Malaysia are at the forefront of outbound travel choices, each offering cost-effective options and favourable exchange rates.
- Japan’s popularity soars: The depreciation of the yen has propelled Japan to the top of Chinese travellers’ wish lists, with visitor numbers doubling compared to last year, even surpassing pre-pandemic levels by 20%. Data from Shanghai Springtour International Travel Agency (Group) Co Ltd further confirms Japan as the top overseas destination during the Spring Festival holiday.
- Visa-free travel boosts demand: Destinations like Malaysia and Thailand have benefitted from relaxed visa policies, drawing Chinese visitors with ease of entry and attractive pricing.
- Southeast Asia remains a favourite: Due to proximity and value, locations like Vietnam, Singapore, and Indonesia have all reported an over 50% growth in ticketing volume for the holiday period.
Long-Haul Destinations Begin to Recover
While short-haul travel dominated, long-haul trips gradually began to rebound. Europe and North America have both seen significant growth, spurred by increased flight capacity and early planning. Notably, more tourists have chosen to visit distant places like Spain, Australia, Hungary, and New Zealand during Chinese New Year, according to Springtour. Whilst the bookings on the Qunar platform show that Chinese tourists visited more than 2,100 overseas cities around the world, an increase of 50% over last year.
- Europe leads the way: Countries such as France, the UK, Spain, The Netherlands, Iceland, Hungary and Italy have seen growth rates exceeding 30% compared to last year, as Chinese tourists begin to embrace longer-haul adventures.
- North America benefits from accessibility: Enhanced flight capacity has made Canada more accessible, with flight capacity increasing by 165%, while the USA has seen a 42% rise since 2024.
- Norway’s debut: Norway has entered the top 20 destinations for Chinese travellers, likely driven by its natural landscapes, Northern Lights tourism, and winter appeal.
- Russia’s emerging as a top winter destination: With eased visa restrictions and increased flight availability driving a 39% growth over pre-pandemic levels.
Growing Popularity of Cruise Travel
International cruise trips also gained significant traction this year, as the number of such travellers surged nearly 200% during Chinese New Year. Independent cruise travellers increased by approximately 56% compared to a year earlier, highlighting a shift towards alternative travel experiences.
Evolving Travel Patterns
The modern Chinese traveller is departing from the traditional group-tour model in favour of solo or small-group trips. Compared to 2019, solo trips are up by 8%, while couples’ travel has grown by 6%, particularly for short-haul destinations. This has led to a sharp decline in demand for large, organised group travel—down 44% for regional trips and over 50% for long-haul journeys. Moreover, in Mafengwo’s CNY report they revealed how more young travellers were ditching the usual tourist spots and chasing adventure in unique, off-the-beaten-path destinations.
Value-for-Money Travel
The economic challenges many Chinese citizens face are evident in their travel choices. Compared to pre-pandemic years, there’s a noticeable shift towards mid-range accommodations and shorter booking windows as travellers prioritise affordability.
- Mid-range hotels rise in popularity: Bookings for three- to four-star hotels have increased, while five-star accommodations have seen a decline from 32.2% to 26.5% of total bookings.
- Last-minute deals dominate: Nearly three out of four travellers are booking trips less than a month in advance, taking advantage of late discounts and offers.
Domestic Travel Still Booming
While outbound travel is surging, domestic tourism remained as the cornerstone of the CNY celebrations. China witnessed a record 501 million domestic tourist trips during the eight-day Spring Festival holiday, reflecting a 5.9% year-on-year increase, according to data from the Ministry of Culture and Tourism. Spending on domestic trips totaled over 677 billion yuan (approximately 94.43 billion U.S. dollars), marking a 7% rise compared to last year. Self-driven journeys and rail travel continued to dominate, with major cities like Beijing, Guangzhou, and Harbin experiencing significant demand.
Ready for the Year of the Snake
The Year of the Snake marks a turning point in Chinese travel. A focus on regional travel, shifting preferences for independence, and growing confidence in long-haul trips are setting the stage for an exciting evolution in global tourism.
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