China’s Tourism Surge: Top Destinations and Emerging Travel Trends from Southeast Asia

Published on December 29, 2025

Recent years have witnessed a growing number of tourists from Southeast Asian countries visiting China, due to a variety of reasons making it an increasingly popular destination. One of the most prominent factors among these is the visa-free policy of China, providing a huge push to tourists from the region to explore China with ease. The recent trends in tourism, exposed by Trip.com Group, reflect a great increase in tourist bookings and a growing shift in the interests of Southeast Asian tourists. Specifically, the early half of 2025 has experienced a great increase in tourist demands to China.

Key Factors Driving the Surge in Tourism: Ease of Access and Convenience

The surge in Southeast Asian tourists’ interest in visiting China can be largely attributed to the facilitative visa exemption policies introduced by the Chinese government. These policies have helped eliminate barriers for tourists in key Southeast Asian nations, providing a smoother travel experience. In addition to the visa exemptions, increased flight connectivity, and growing awareness about China’s diverse cultural, natural, and modern attractions have made the country more appealing than ever before.

Top Destinations: A Shift Towards Cities and Scenic Wonders

The data gathered by Trip.com reveals a diverse array of destinations in China that are particularly favored by Southeast Asian travelers. The most popular cities include Shanghai, Guangzhou, Beijing, Chengdu, and Chongqing. These urban hotspots not only offer rich historical and cultural experiences but also boast modern infrastructures and amenities, making them convenient choices for international visitors.

Among these cities, Chongqing has emerged as a fast-growing destination, seeing a remarkable 359 percent year-on-year increase in viewership on Trip.com. Known for its striking skyline, futuristic architecture, and mouthwatering food culture, Chongqing has captivated travelers looking for a blend of modernity and tradition.

Exploring China’s Natural Beauty and Cultural Landmarks

For many Southeast Asian travelers, China offers much more than bustling cities and modern attractions. Tourists are increasingly drawn to the country’s natural wonders and cultural landmarks. The report reveals that searches for scenic spots like Zhangjiajie National Forest Park and Huangshan Mountain saw a year-on-year increase of 110 percent. These breathtaking landscapes, featuring towering cliffs and lush greenery, have captured the imagination of nature lovers and adventure seekers alike.

Cultural landmarks have also become key attractions for Southeast Asian visitors. Historical sites such as the Palace Museum in Beijing and the classical gardens in Suzhou have seen their popularity soar, with search volumes growing by over 80 percent. These iconic landmarks offer travelers the chance to connect with China’s rich history and cultural heritage, offering a deeper, more immersive travel experience.

Tourists Seek a Holistic Travel Experience

The travel habits of Southeast Asian tourists are evolving. No longer content with simple sightseeing tours, travelers are increasingly seeking integrated travel experiences that combine urban exploration, natural wellness, and cultural immersion. This new mindset reflects a broader trend in global tourism, where people are more focused on holistic, experiential travel rather than just ticking off landmarks from a list.

For example, many tourists are combining visits to China’s iconic cities with excursions to scenic areas, allowing them to experience both urban leisure and the tranquility of nature. Additionally, cultural immersion, through activities such as learning traditional arts and crafts or exploring local cuisines, is becoming an important part of the travel experience for these tourists.

Personalized Travel with AI and Big Data

To cater to the growing demand for customized travel experiences, Trip.com Group has integrated artificial intelligence (AI) and big data analytics into its platform. These tools enable tourists to design personalized itineraries, tailored to their interests and preferences. The AI-powered travel assistant on Trip.com can suggest the best destinations, activities, and attractions based on real-time data, ensuring that travelers get the most out of their trips.

This innovative approach not only helps tourists plan their trips more efficiently but also enhances their overall travel experience by offering personalized recommendations for sightseeing, dining, and cultural activities. The convenience and flexibility provided by such technology are likely to attract even more Southeast Asian tourists to China in the years ahead.

Looking Ahead: The Future of Southeast Asian Tourism in China

As the landscape of tourism changes and develops, China is primed to reap the benefits of the rising tide of tourist traffic from Southeast Asia. China has so much to offer from the vibrant atmosphere of its cities to the tranquil beauty of its environment, and it is doing all it can to make it more accessible by easing visa requirements and the use of tourism tech. And with the help of tourist facilitators such as Trip.com, tourism to China is ready to flourish as more adventurous travelers venture forth to explore.