Southeast Asia Joins the China Tourism Surge: Malaysia Airlines and Hyatt Hotels Report a 35% Spike in Bookings – Here’s Why!

Published on February 9, 2026

Southeast Asia is witnessing an unprecedented surge in tourism to China, with Malaysia Airlines and Hyatt Hotels leading the charge as they report a remarkable 35% spike in bookings. This rapid increase can be attributed to China’s strategic overhaul of its travel policies, making it easier than ever for international travelers to experience its rich culture, diverse landscapes, and bustling shopping districts. As China embraces its role as a global consumption hub, the demand for seamless travel experiences is higher than ever, and Malaysia Airlines has capitalized on this by offering increased flight frequencies to key cities like Beijing, Shanghai, and Guangzhou. Meanwhile, Hyatt Hotels is seeing a steady influx of guests eager to take advantage of China’s evolving hospitality offerings, which now cater to the growing appetite for luxury accommodations combined with a world-class shopping experience. With new visa exemptions, streamlined digital payments, and a tax refund system that makes shopping even more enticing, China’s tourism scene has transformed, driving millions to explore everything from ancient landmarks to modern shopping malls. As this trend continues to gain momentum, it’s clear that Southeast Asia, led by Malaysia, is playing a pivotal role in China’s tourism resurgence, and the ripple effects are reshaping the global travel landscape.

The Revival of China’s Tourism Industry

In recent years, China’s tourism industry has seen an impressive revival, with international visitors flocking to the country like never before. Southeast Asian countries, especially Malaysia, have been central to this surge in inbound tourism, with Malaysia Airlines reporting a 35% spike in bookings, and Hyatt Hotels benefiting from the growing number of travelers looking for premium accommodations. But what is driving this remarkable growth, and how is it transforming China’s travel and hospitality landscape?

The answer lies in China’s evolving visa and tourism policies, enhanced payment systems, and a rising interest in world-class shopping experiences. These factors are not only attracting tourists to China but are also reshaping how international airlines and hospitality groups engage with the tourism market.

How Malaysia Airlines is Riding the Wave of Growth

The numbers speak for themselves. Malaysia Airlines, a prominent player in Southeast Asia, has seen an unprecedented surge in bookings to China, largely attributed to China’s streamlined visa policies and robust infrastructure designed to improve the travel experience for international tourists. Over the past year, the airline has observed a 35% increase in bookings to major Chinese destinations such as Beijing, Shanghai, and Guangzhou.

One of the key drivers of this growth has been the 240-hour visa-free policy that allows travelers from Malaysia, along with several other Southeast Asian countries, to visit China for up to 10 days without the need for a visa. This policy has dramatically reduced the barriers to entry, making it easier for tourists to visit without the hassle of applying for visas. Malaysia Airlines has capitalized on this shift by expanding its flights and offering more convenient schedules, making travel to China not only accessible but also efficient.

In addition to the visa reforms, Malaysia Airlines has leveraged its strategic position in the region to offer frequent flights to China’s most popular cities. Travelers can now easily book flights that offer both affordability and comfort. The airline’s modern fleet, including its Airbus A350s and Boeing 787 Dreamliners, ensures a smooth and enjoyable flight experience, equipped with the latest in-flight entertainment and premium services.

The Hotel Industry Boost: Hyatt Hotels Leading the Way

As the number of visitors grows, the hospitality industry is seeing significant benefits. Hyatt Hotels, a key player in China’s luxury hotel market, has reported a substantial uptick in bookings. The hotel chain has seen an increase in demand for its properties in cities like Beijing, Shanghai, and Chengdu. The surge in bookings is partly due to the increasing number of international tourists who are not only visiting for sightseeing but also shopping.

Hyatt has capitalized on China’s thriving retail scene, particularly in its key locations. The “Shopping in China” campaign, aimed at enhancing the country’s appeal as a global consumption hub, has encouraged tourists to visit China for its vast array of shopping opportunities. With the introduction of tax refund policies that make shopping even more attractive, Hyatt Hotels have seen guests book extended stays, driven by their desire to shop and experience the luxury of China’s retail sector.

The hotel chain’s flagship properties in top-tier cities have benefited from the growth in inbound tourism. Hyatt has also improved its service offerings to cater to the needs of international travelers. From multilingual staff to a focus on seamless payment systems, Hyatt’s commitment to creating a tourist-friendly environment has paid off, with a remarkable increase in bookings year after year.

Tourism Surge from Southeast Asia to China: What’s Driving It?

Beyond Malaysia, other Southeast Asian nations are also experiencing a surge in tourism to China. Singapore and Thailand, in particular, have seen impressive growth, with more people eager to experience China’s rich cultural heritage, modern attractions, and diverse landscapes.

A major factor behind the increasing interest from these countries is the unilateral visa exemption policy introduced by China. Under this policy, citizens of more than 40 countries, including Malaysia, Singapore, and Thailand, can travel to China for stays of up to 30 days without the need for a visa. This has dramatically simplified the process for travelers and has made it far more convenient for them to explore the vast country.

In addition to the simplified visa process, China’s growing focus on improving its infrastructure for tourists has also contributed to the increase in arrivals. The country has invested heavily in modernizing its transportation systems, including high-speed rail networks and airports, to make it easier for tourists to travel between cities.

The rise of digital payment platforms like Alipay and WeChat Pay has also made it easier for international tourists to shop and pay for services during their stay. These platforms are widely accepted across China, enabling visitors to make transactions seamlessly without the need for cash or foreign credit cards. This has made China a more accessible and convenient destination for international tourists, further boosting the country’s appeal.

The Shopping Experience: China’s New Tourism Magnet

China’s shopping scene is a major draw for international tourists. Cities like Beijing, Shanghai, and Chengdu are home to vast shopping malls, luxury boutiques, and unique markets that offer everything from high-end fashion to traditional Chinese crafts. The country’s “Shopping in China” initiative, aimed at enhancing the consumer experience for international visitors, has proven to be highly effective.

One of the most attractive features of shopping in China is the tax refund policy. Tourists can now claim tax refunds on purchases made at participating retailers, making shopping in China even more enticing. Additionally, the instant tax refund system introduced in 2025 has made it easier for tourists to receive their refunds directly at the store, eliminating the need to wait in long lines at airports. This system has been widely praised by tourists and has contributed to the growth in tourism from countries like Malaysia, Singapore, and Thailand.

In cities like Beijing and Shanghai, tourists flock to luxury malls and shopping districts, while in Xi’an, travelers are drawn to the ancient city’s unique offerings. The growing emphasis on shopping has led many international visitors to book extended stays, giving them more time to enjoy China’s retail offerings.

Flight Details: Convenient Air Travel to China

Traveling to China from Southeast Asia has never been easier, with multiple airlines offering direct flights to major Chinese cities. Malaysia Airlines, for instance, operates daily flights from Kuala Lumpur to Beijing, Shanghai, and Guangzhou. These flights are convenient and affordable, offering passengers a seamless travel experience.

Singapore Airlines and Thai Airways also offer direct flights to key Chinese cities. Singapore Airlines, known for its exceptional service, operates regular flights to cities such as Shanghai, Beijing, and Guangzhou. The airline provides a luxurious travel experience, with comfortable seating, gourmet dining, and top-notch entertainment options on board.

Thai Airways, with its well-regarded service, offers multiple weekly flights to Beijing, Shanghai, and Chengdu. The airline’s routes are popular among tourists from Thailand and other Southeast Asian countries, making it a key player in the tourism surge to China.

For those looking to travel from further abroad, international airlines such as Emirates, Qatar Airways, and Cathay Pacific also offer direct flights to China, providing a range of options for travelers from regions outside of Southeast Asia.

Travel Tips for Tourists Visiting China

1. Visa-Free Travel: Make sure to take advantage of the visa-free travel policy if you are from one of the eligible countries. This will save you time and effort when planning your trip.
2. Digital Payments: Before your trip, make sure to download apps like Alipay or WeChat Pay. These apps are widely accepted across China and make payments more convenient.
3. Booking Flights Early: Given the surge in tourism, flights to popular cities like Beijing, Shanghai, and Guangzhou can fill up quickly. It’s recommended to book your flights early to secure the best deals.
4. Language: While English is widely spoken in major cities, learning a few basic Chinese phrases can make your experience even smoother. Many tourists find that knowing how to say “hello” (你好, nǐ hǎo) and “thank you” (谢谢, xiè xiè) goes a long way.
5. Shopping Tips: Take advantage of the tax refund policy when shopping in China. You can get your refund at participating stores, making your shopping experience even more rewarding.

A New Era of Tourism in China

The growth of inbound tourism to China is a testament to the country’s commitment to making travel easier and more enjoyable for international visitors. With simplified visa processes, advanced digital payment systems, and a vibrant shopping scene, China has positioned itself as a top destination for tourists from Southeast Asia and beyond. Airlines like Malaysia Airlines, Singapore Airlines, and Thai Airways, along with hospitality giants like Hyatt Hotels, are benefiting from this surge, offering more options and convenience for travelers.

Southeast Asia, led by Malaysia, is fueling a dramatic surge in tourism to China, with Malaysia Airlines and Hyatt Hotels reporting a 35% increase in bookings. China’s streamlined travel policies and vibrant shopping scene are driving this growth, attracting millions of new visitors.

As China continues to invest in its tourism infrastructure and refine its policies to cater to international visitors, the country is poised for even greater success as a global tourism leader. Whether you’re coming for the shopping, the culture, or the seamless travel experience, China is a destination that promises something for everyone.