China’s Travel Restraints Shift Tourism Focus to South Korea and Vietnam

Published on December 20, 2025

With China’s New Year and Spring Festival holidays in sight, overseas travel demand has reached a fever pitch, especially to Southeast Asia and Northeast Asia. These longer holidays of up to nine continuous days are creating an unprecedented rise in bookings, putting countries like Korea, Thailand, and Vietnam in the front row. political tensions between China and Japan have dealt a serious blow to travel to Japan, as Chinese visitors increasingly favor other destinations.

Extended Holiday Season Drives Increased Demand for International Travel

The holiday period in China has been extended, allowing office workers to take advantage of annual leave between December 29-31, creating up to nine days of holiday travel. This extended period includes the official Spring Festival from February 15-23, which is expected to be the longest holiday period in recent years, further fueling the demand for travel.

According to data from Chinese travel agencies, flight and hotel bookings for international destinations have risen sharply, with a year-on-year increase of over 30%. Southeast Asian and Northeast Asian countries have been the primary beneficiaries of this surge, as they offer cost-effective travel options with direct flights often priced at under 1,500 yuan (about 290,000 won) for a one-way ticket. These destinations provide attractive and accessible options for Chinese travelers looking to enjoy a break during their extended holidays.

South Korea Emerges as the Fastest-Growing Destination for Chinese Tourists

Among the most notable trends is the sharp rise in travel bookings to South Korea. According to the travel platform Cunar, flight reservations to Seoul have surged 3.3 times compared to the same period in the previous year. South Korea has become the fastest-growing destination for Chinese tourists during the Lunar New Year holiday. This growth is particularly notable among university students, with many young travelers preferring South Korea due to its proximity, affordability, and the abundance of shopping, entertainment, and cultural experiences.

The appeal of Seoul as a holiday destination is linked to the city’s global popularity, with its vibrant culture, renowned K-pop scene, rich history, and modern amenities. Additionally, the ease of visa processing and short flight duration make South Korea a convenient and attractive option for Chinese tourists.

Vietnam Gains Popularity with Young Travelers

Vietnam, particularly its major cities like Ho Chi Minh City and Hanoi, has also seen a significant rise in bookings. Reservations to Ho Chi Minh City increased by 3.2 times, while bookings to Hanoi were up by 2.4 times, with a notable spike in interest from young Chinese tourists aged 23 to 30. Vietnam’s growing appeal lies in its blend of cultural heritage, natural beauty, and affordability. From its bustling markets to serene beaches, Vietnam offers a wide range of experiences, making it a popular choice for travelers seeking an immersive yet budget-friendly destination.

Japan Faces Decline in Chinese Tourists Amid Rising Tensions

While destinations like South Korea and Vietnam are seeing a boom in Chinese visitors, Japan has experienced a sharp decline in tourist numbers. According to data from the Osaka Tourism Bureau, the cancellation rate for Chinese tourists booking hotels in Osaka was alarmingly high, with up to 50-70% of reservations being canceled. The decline in travel to Japan is attributed to heightened political tensions following remarks made by Japanese Prime Minister Takaichi Sanae regarding Taiwan, which prompted the Chinese government to issue a travel restraint order.

This decision has had a ripple effect on the Japanese tourism sector, especially in regions like Hokkaido, which has seen a substantial reduction in flight availability. The overall number of Chinese visitors to Japan in November 2025 increased by only 3% compared to the same period in 2024, far below the growth seen in previous months. Many Chinese travelers, particularly those planning holidays in Japan during the winter, are now reconsidering their plans or opting for alternative destinations within the region.

The Impact of Political Relations on Tourism Flows

The impact of China’s travel restraint on Japan is a stark reminder of how political relations can heavily influence tourism patterns. While Japan remains a popular destination for Chinese travelers, the current political climate has created a shift in travel preferences. As Chinese visitors look for alternative destinations that offer similar cultural experiences and natural beauty, countries like South Korea, Vietnam, and other Southeast Asian nations are poised to benefit.

For Japan, the decrease in Chinese tourist arrivals represents a significant loss, especially given that Chinese tourists historically contribute substantially to Japan’s tourism revenue. As a result, Japan’s tourism industry will need to adapt to these changes, possibly focusing on attracting visitors from other regions or increasing efforts to repair diplomatic relations with China.

The Future of Chinese Tourism in the Region

Looking ahead, the tourism dynamics in the Asia-Pacific region are likely to continue shifting, influenced by both political and economic factors. South Korea, Vietnam, and other neighboring countries are well-positioned to capitalize on the changes in travel patterns, attracting more visitors from China and other countries. However, Japan, despite the current setbacks, remains a top tourist destination, and with diplomatic and political tensions easing, it is possible that the tourism flow could stabilize in the near future.

As global tourism continues to evolve, destinations in Asia will need to navigate these changes with strategic planning, strong diplomacy, and a focus on providing valuable, unique experiences for international tourists.

Adapting to Changing Travel Trends

The current trend of Chinese tourists traveling less to Japan and more to South Korea and Vietnam reveals the influence of political considerations on tourist patterns. Although the tensions between the Chinese and Japanese governments have resulted in a decline in the flow of Chinese tourists, other destinations in the region are capitalizing on the situation and inviting more Chinese tourists. The current situation for the tourist sector, therefore, reveals the importance of flexibility, adaptability, and the influence of geopolitical considerations on the future of the tourist sector.