There are plenty of misconceptions about where Chinese travellers like to go on vacation, especially when it comes to sunny spots and tropical islands. Today we’re here to challenge a couple of those myths and show how modern Chinese tourists are embracing beach getaways, water sports and outdoor adventures. Plus, we’ll take a look at how Chinese tourism is booming in certain island destinations and what that means about Chinese travel habits.
Misconception Number 1: Chinese People Won’t Visit Anywhere That is Sunny
You wouldn’t be wrong to assume that Chinese people tend to prefer lighter, paler complexions, in contrast to the West’s obsession with achieving a golden tan. For centuries, pale skin has been associated with the upper class, while tanned, darker skin has been linked to labourers working long hours under the sun.
However, this hasn’t stopped their desire for relaxing in sunny, tropical destinations. Many Chinese tourists are increasingly drawn to island getaways in areas of outstanding natural beauty as a way to escape the crowded, fast-paced and often polluted urban environments of China’s major cities. Alongside a growing trend towards nomadic and minimalist lifestyles inspired by popular shows in China, there is also a rising desire for secluded, “off-the-grid” retreats. In fact, Fiji is seeing a strong recovery in Chinese tourism post-pandemic. According to Brent Hill, CEO of Tourism Fiji, the number of Chinese visitors is growing steadily, with about 1,000 additional tourists arriving each month. This growth suggests a rising demand for island getaways, especially as more direct flights from Hong Kong to Nadi International Airport (Fiji) are set to launch soon. These flights are expected to boost Fiji’s tourism industry, which generates over 40% of the country’s GDP.
Modern Chinese travellers, particularly younger generations, are open to enjoying outdoor activities even if sun exposure is a risk. Thanks to widespread availability of UV protection in China, with popular items such as the “facekini” making common appearances abroad, Chinese tourists can comfortably participate in activities like snorkelling, kayaking and surfing.
After the COVID-19 pandemic, there’s been a global shift toward outdoor travel and for Chinese tourists, island vacations offer a peaceful escape in scenic environments. As long as they are well-prepared with sun protection, the desire for fresh air and scenic environments outweighs the concerns about tanning.
Misconception Number 2: Chinese People Don’t Like the Beach
Chinese tourists are unlikely to spend all day lounging on a beach, that is true. But that doesn’t mean they don’t appreciate or enjoy beaches. It’s unwise to stereotype a population, especially one the size of China’s, but Chinese people love to swim in the sea and will also enjoy water-based activities, like snorkelling or surfing.
It is true that traditional Chinese culture places a greater emphasis on mountains (associated with kindness) rather than the ocean. As Confucius once said “The wise delight in water; the benevolent delight in mountains”. However in the modern age, the allure of exotic and exclusive experiences that can be gained from island excursions and beach activities is a major draw for Chinese tourists, who want something that stands out and allows them to experience new cultures.
In China, social media is even more widespread and part of everyday life than in the West, with platforms such as WeChat having one billion users, and Xiaohongshu boasting over 300 million. Faraway destinations, and colourful, dramatic landscapes make prime content for young Chinese hoping to boost their social rankings, and tropical islands and dramatic coastlines are a great choice for capturing that perfect image.
Chinese social media platforms have played a huge role in shaping travel preferences. Photos and videos of crystal-clear waters, luxury resorts, and influencers enjoying water sports have sparked envy and desire among followers, making social media a major driver of Chinese tourism to island destinations. Moreover these personal stories emphasise how the country’s welcoming culture, stunning landscapes, and vibrant water sports offer unforgettable experiences.
The Fiji Tourism Board’s collaboration with Chinese travel agencies, including a three-year partnership with Trip.com, further showcases Fiji’s commitment to attracting Chinese tourists. With Chinese visitors historically contributing $98.5 million in revenue to Fiji’s economy in 2019, this market is vital. Hill noted that Chinese tourists now spend even more than they did pre-pandemic, underlining their desire for island getaways and tropical escapes.
Misconception Number 3: Chinese Travellers Only Eat Chinese Food When Abroad
It’s a common misconception that Chinese travellers will stick to familiar Chinese food when abroad. Particularly at the luxury end of the market, many are eager to explore local cuisines and are willing to allocate a significant portion of their travel budget to food and drink experiences. Recent surveys reveal that 76% of Chinese travellers plan to splurge on dining, showing a strong interest in trying as well as making local dishes. While they may still enjoy Chinese food on occasion, their enthusiasm for authentic, regional cuisine demonstrates a desire to fully immerse themselves in the culture of the islands they visit. And of course, the Chinese love to eat fresh fish and seafood, abundant in island restaurants.
Misconception Number 4: There are no Beach Holidays in China
Although China has a vast landmass, its coastline is relatively limited in comparison with 9.6 million square kilometres of territory and only 32,000 kilometres of coastline. Not to mention that a majority of these coastal areas experience all four seasons, limiting beach activities to the summer months. However this isn’t an issue for the Chinese population as the city of Sanya, found on the southern side of China’s Hainan Island, is considered a domestic paradise due to its year-round tropical climate. Since the easing of COVID-19 restrictions there has been a surge in travel to the whole province of Hainan. Many hotels find themselves fully booked and prices remain high, even outside of major holidays like the Spring Festival and Lantern Festival.
Adding to Hainan’s appeal is its free-trade port, which allows for a thriving duty-free shopping sector causing record-breaking sales. Since 2020, when China tripled duty-free purchase limits to 100,000 yuan, overall duty-free spending in Hainan tripled, growing from $2 billion in 2019 to over $6.1 billion in 2023. This upward trend is expected to continue as the entire island is set to become duty-free by 2025, further cementing Hainan’s status as a premier tourist and shopping destination.
What Have Recent Tourism Patterns Taught Us About Misconceptions?
The rapid recovery in destinations like Fiji highlights how Chinese tourists are leading the charge in embracing tropical escapes, contributing significantly to local economies and debunking long-held misconceptions. While cultural preferences such as avoiding tanning and hesitancy around water may still exist among some Chinese tourists, these stereotypes are increasingly being challenged by modern travel trends.
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More Sources:
Number of direct foreign tourist arrivals from China to Bali, Indonesia from 2009 to 2024 (in 1,000s)
Fiji sees surge of Chinese tourists