This year’s extended 9-day Chinese New Year holiday period saw a confident and steady recovery in the Chinese Outbound travel market, according to new data from the National Tourism Administration and Trip.com.
Short-haul destinations
To mark a strong start, the number of mainland residents travelling abroad is increasing 10.4% year-on-year, with short-haul destinations such as Malaysia, Singapore and South Korea gaining popularity. Thailand is most favoured short-haul destination once again, loved by Chinese nationals for its scenic natural beauty, rich cultural heritage, traditional cuisine and visa-free entry. In stark contrast, Japan saw a steep decline in Chinese visitors over the Chinese New Year, dropping by 60% which has moved it out of the top 10 most visited destinations. This sudden drop marks the economic fallout of recent tensions between China and Japan, where Chinese tourists had previously been the backbone of Japan’s post-pandemic recovery and are now seeking alternative short-haul destinations for their holiday travels.
Long-haul trends
The Chinese New Year period also captured a significant surge in long-haul bookings exceeding 15 days, as well as related products. Europe was particularly popular, partially due to the Milan Winter Olympics which saw increased travel to Italy. In Milan, the Chinese New Year was hugely celebrated with events in the Chinatown area as well as the Fashion District. Tongcheng reports that hotel bookings in Milan and Italy thus increased 200% year-on-year, and travel to Italy nearly doubled this year according to Tuniu and Fliggy. Spain followed Italy in the most popular European long-haul destinations this Chinese New Year, and countries like the UK and Ireland came close behind. Overall, Europe remained the most popular region for outbound travel this year, accounting for 50% of the total bookings, with Northern and Southern Europe receiving extra attention.
Who are the main consumers?
This year, the average age of CNY travellers was 42.5 years old, with the 31-45 age group accounting for 31.7% of travel. Merged with those aged 46-60 (who made up 24.2%), these age groups have been the dominant spending force over the Chinese New Year holiday season. Family travel was the primary unit behind bookings, marking the importance of family-friendly and multi-generational travel for 2026.
A shift towards luxury travel
CYTS reports that outbound travel products in tier-1 cities are trending towards premium and in-depth experiences. The average order value for travel products also saw a 6.6% increase year-on-year over the Chinese New Year holiday, with 12.9% of travellers opting for mid-to-high end “all inclusive” premium products. This marks a turning point for consumers becoming more interested in immersive, luxury travel, particularly in line with the significant rise in long-haul interest this year which shows that many Chinese outbound travellers are going further afield and spending more on their experiences.
New visa policies bring a positive impact
Turkey, which very recently lifted visa requirements for Chinese travellers, saw a large benefit from this decision with travel bookings increasing by 235% year-on-year. The UK Visas and Immigration also fully implemented the new eVisa system on February 25th, which is bound to increase the numbers of future trips to the UK for Chinese nationals as the efficiency and convenience of international travel will be significantly enhanced.
For further insights into Chinese New Year travel, contact Guanxi here.