Chinese Tourists: Signs of Recovery and New Opportunities for the Outbound Market

At the beginning of the year, a recent report by TravelDaily titled “China Tourism Consumption Trend Insights: Reviewing 2024, Looking Ahead to 2025” forecasted a recovery of outbound Chinese tourism in 2025, with an increase in spending, particularly from high-income groups seeking premium travel experiences. In fact, in 2024, tourism expenditure increased steadily, with 36.86% of respondents reporting that they spent up to 30% more compared to 2023. 

China Travel News also reports that in February 2025, 722,700 travelers from mainland China visited Japan, taking advantage of the Spring Festival, one of the peak periods for Chinese tourist demand. In January and February 2025, Japan welcomed 1.703 million Chinese tourists, nearly double the number compared to the same period in 2024. These figures are even more significant when considered against the backdrop of the slow economic recovery in China. Japan has benefited from this, albeit slow, recovery thanks to an enhanced air network with more connections between China and airports such as Narita and Fukuoka, an attractive winter offer, and effective positioning during traditional Chinese holidays. 

However, not all destinations are benefiting. Thailand, historically one of the favorite destinations for Chinese tourists due to affordable prices, geographic proximity, and favorable visa policies, is showing worrying signs following a recent case of negative news (unfortunately followed by the recent Myanmar earthquake), which has generated a wave of distrust among Chinese tourists. According to data from the Thai Hotels Association, in January alone, 4,572 hotel nights were canceled by Chinese tourists, with 2,001 of those in Bangkok. The Tourism Council of Thailand (TCT), in collaboration with the Thailand-China Tourism Association, has launched a program to define “China-friendly tourism standards,” aiming to restore trust. Around 200 travel agencies have already been approved as compliant with these new safety criteria. 

Jing Daily reports that new dynamics are also emerging with high-end Chinese tourists, the so-called High-Net-Worth Individuals (HNWIs), who now represent an increasingly significant portion of the outbound market. According to the 2025 Hurun Chinese Luxury Consumer Survey, Chinese HNWIs have now prioritized travel above all other expenditures, marking a clear shift towards experiential luxury, with average annual travel spending reaching up to around €28,500 (225,000 RMB) for the wealthiest individuals, 41% of whom report traveling abroad twice a year. 

In particular, Chinese HNWIs are seeking thematic experiences during their travels: from sunny beaches (12%) to luxury resorts (11%), and historical sites (13%). The most popular international destinations continue to be the Maldives, France, and Dubai, with the latter seeing a strong rise (from 14% in 2020 to 34% in 2025). In Asia, in addition to traditional destinations like Sanya and Hainan, Singapore has seen a significant rise in popularity (32%, compared to 23% in 2022). 

At Twissen, we have noticed that despite domestic uncertainties and the turbulent geopolitical moment related to the “trade war,” the desire to travel among Chinese tourists remains strong. However, their choices are leaning towards easily accessible destinations with direct flights, safety, good organization, cultural warmth, and a clear thematic offer. Destinations can attract this target through premium experiences, capitalizing on key moments in the Chinese calendar, such as Lunar New Year or Golden Week, or by taking advantage of the growing interest in luxury tourism. 

Martina Baldo

She graduated in Intercultural Development of Tourism Systems and she has a passion for foreign languages and cultures. Since 2016 she works as administration and tourism project manager at Twissen.