Southeast Asia’s Secret Travel Obsession with China, The Unbelievable Surge You Need to Know About

Published on December 29, 2025

In 2025, tourism trends reveal a clear shift in the travel habits of Southeast Asian tourists, with China increasingly becoming their preferred destination. This shift can largely be attributed to China’s relaxed visa policies, which have made travel to the country much more accessible. With these new visa exemptions and other facilitative measures, Southeast Asian travelers are flocking to China, contributing to a rise in tourist bookings and making China one of the most sought-after destinations in the region. As a result, China has experienced a notable surge in international tourism, with Southeast Asian countries leading the charge.

A Surge in Bookings to China: Changing Patterns of Southeast Asian Tourism

As bookings to China surged during the first half of 2025, the demand for various types of travel experiences diversified. The data revealed that Shanghai, Chongqing, Guangzhou, Beijing, and Chengdu emerged as the leading destinations for travelers from Southeast Asia. Chongqing in particular stood out, with a striking 359 percent year-on-year increase in views, positioning it as the fastest-growing destination in the country.

This spike in interest in China reflects the broader transformation in travel preferences, where Southeast Asian tourists are now looking for a blend of modern urban experiences, cultural exploration, and natural wellness. The factors driving this rise include China’s rapid urban development, vibrant cultural landscape, and the unique opportunity to experience both contemporary and traditional attractions.

Evolving Preferences: A Shift Toward Holistic Travel Experiences

The increasing interest in China by Southeast Asian tourists points to a significant change in travel preferences. Travelers are no longer simply interested in traditional sightseeing, such as visiting famous landmarks; they now seek a holistic travel experience that combines urban leisure, cultural engagement, and natural beauty. This shift marks a departure from past travel models, where tourists focused mainly on ticking off the usual attractions, to a more immersive approach where the entire travel journey becomes a deeper experience.

Today’s travelers are looking to engage with the local cultures they visit, enjoy wellness experiences, and immerse themselves in nature. They are seeking destinations that offer a balanced mix of modernity and tradition, providing opportunities for both exploration of urban hubs and moments of connection with nature. China’s cultural heritage, combined with its rapidly developing cities, provides the perfect blend for such travelers.

Natural Wonders and Cultural Landmarks: The New Tourist Focus

While urban leisure continues to attract many visitors, the natural landscapes and cultural heritage of China have also experienced a resurgence in popularity. Zhangjiajie National Forest Park and Huangshan Mountain, both renowned for their breathtaking natural beauty, have seen an incredible 110 percent increase in search volumes compared to previous years. The soaring interest in these natural sites illustrates a growing demand for nature-based travel experiences, where tourists can engage in wellness-focused activities like hiking, sightseeing, and reflection amidst stunning landscapes.

Simultaneously, China’s cultural landmarks have also captured the attention of tourists. Notable sites such as the Palace Museum in Beijing and the classical gardens of Suzhou have seen significant growth in visitor interest, with views increasing by over 80 percent. This dual appeal – combining both natural beauty and cultural immersion – is attracting tourists who wish to experience China not just through its cities, but also through its deep-rooted cultural and natural environments.

Technology’s Role in Transforming the Travel Experience

The shift in travel preferences among Southeast Asian tourists is being further enhanced by advancements in technology. Artificial Intelligence (AI) and big data analytics are playing a crucial role in how tourists plan their trips. AI-powered platforms are now being used to create personalized itineraries, helping travelers to select destinations and activities tailored to their specific interests.

As more tourists embrace these technologies, personalized travel experiences are becoming the norm. AI tools can analyze a traveler’s preferences, from cultural interests to natural pursuits, and offer customized suggestions based on past behavior and specific preferences. This personalized approach makes it easier for travelers to design their journeys with a focus on their interests, whether they prefer urban exploration, nature, or wellness activities. The result is a more satisfying, flexible travel experience, with tourists being able to make informed decisions before they even arrive at their destination.

Personalization and Big Data: The Future of the Travel Industry

The growing reliance on AI and big data is reshaping the travel industry. Personalized travel is becoming a core expectation for modern tourists, as they increasingly look for flexibility and customized experiences. As demand for these tailored travel options continues to grow, the tourism industry must adapt to meet these changing needs.

Travel companies, hotels, and other service providers are recognizing the importance of offering more personalized services. As a result, they are investing in technologies like AI-powered travel assistants and big data analytics to provide a more seamless and enjoyable travel experience. These platforms are not just about convenience but also about offering unique, customized itineraries that cater to the diverse interests of today’s travelers. Personalized travel is shifting from a luxury to a standard expectation, and companies that can provide these services will likely stay ahead of the competition.

What the Future Holds for Southeast Asian Tourism

The future of tourism between China and Southeast Asia appears promising, with the evolving travel trends shaping how the tourism industry will operate. As Southeast Asian tourists continue to seek experiences that combine urban leisure, cultural exploration, nature, and wellness, China will remain a top destination. The surge in demand for more integrated and holistic travel experiences demonstrates the changing mindset of modern travelers, who are moving away from traditional tourism and seeking a deeper connection with the places they visit.

With an increasingly tech-savvy population, Southeast Asian tourists are now relying on AI and big data to plan their trips. This has opened up the possibility for a more flexible and tailored travel experience, which will likely become the standard in the years ahead. As China continues to develop its tourism infrastructure and diversify its offerings, it will remain an attractive destination for travelers seeking this new, integrated travel experience.

Adapting to the New Demands: What the Tourism Industry Must Do

Tourism operators in both China and Southeast Asia must adapt to the changing demands of travelers. As personalized and immersive experiences continue to rise in popularity, businesses will need to offer flexible, customized travel packages. These services should combine cultural engagement, nature, and wellness, ensuring they align with the evolving preferences of tourists.

The travel industry will need to embrace technology to stay competitive. AI-powered platforms and big data analytics will become indispensable in creating personalized travel experiences. Destinations that can combine modern urban amenities with natural beauty and cultural richness will continue to be the most popular. China’s cities like Shanghai and Chengdu are well-positioned to benefit from this trend, as they offer a mix of urban leisure and cultural heritage. Similarly, Zhangjiajie and Huangshan will remain top destinations for those interested in nature-based tourism.

The Future of Tourism in Southeast Asia and China

The changing travel trends in Southeast Asia point to a significant shift in the global tourism landscape. With travelers seeking deeper, more personalized, and immersive experiences, China is becoming an increasingly popular destination. The country’s combination of modern urban life, rich cultural heritage, and stunning natural landscapes make it an ideal choice for travelers who are no longer satisfied with traditional sightseeing.

The role of AI and big data will continue to shape the future of tourism, providing travelers with the tools they need to plan more customized and meaningful trips. As the industry adapts to these evolving preferences, China and Southeast Asia will remain at the forefront of global tourism, offering experiences that blend culture, nature, and urban excitement for years to come. This evolution will create exciting opportunities for travelers and businesses alike, ensuring that both regions thrive in the face of these new demands.