Thailand and South Korea See Explosive Growth in Chinese Tourists During Spring Festival – China’s Travel Surge Shakes Up Asia!

Published on February 25, 2026

Image generated with Ai

The Spring Festival of 2026 saw Asian destinations dominate the travel plans of Chinese tourists, with Thailand emerging as the most popular choice during the nine-day holiday. A surge in Chinese arrivals to several key locations underscored a promising recovery for the region’s tourism industry, with notable increases in both inbound tourism and retail consumption. With favorable flight distances, visa-friendly policies, and mild weather, these destinations provided an attractive option for travelers looking to celebrate the festival abroad.

Thailand Leads the Way

Thailand continued its reign as the top destination for Chinese tourists during the Spring Festival, with Phuket being a key highlight. Despite higher prices compared to pre-pandemic levels, many Chinese families, like Li Yang’s, who spent the holiday with his wife and daughter on Phuket island, chose the destination for its popular beaches, vibrant nightlife, and direct flight connections. For travelers looking for an overseas escape in the winter, Phuket’s diverse range of indoor and outdoor activities proved to be an irresistible option.

Qunar, a leading online travel platform, reported that Thailand regained its position as the number one destination for Chinese tourists during the holiday period from February 15 to 23, 2026. The appeal of Bangkok and Phuket, along with other Southeast Asian destinations, made them prime choices for those looking to enjoy the festive season in a nearby international location.

The Rise of Regional Destinations

In addition to Thailand, several other Asian cities and countries saw a rise in Chinese visitors during the Spring Festival holiday. Kuala Lumpur, Singapore, Seoul, and Sydney ranked among the top destinations, benefiting from their close proximity, mild temperatures, and convenient travel options for Chinese tourists. The data from Qunar confirmed that short-haul trips to these locations, with their cultural vibrancy and favorable travel conditions, remained strong choices for Chinese travelers.

Despite Japan‘s historical popularity among Chinese tourists, the country saw a notable decline in arrivals during the festival. According to data released by the Japan National Tourism Organization, Chinese visitors to Japan fell by over 60% year-on-year in January 2026, with a continuation of low numbers expected in February. This dip reflects ongoing tensions between the two countries and concerns around the perceived safety of traveling to Japan.

Thailand’s Tourism Recovery

Thailand, on the other hand, has shown signs of recovery from the setbacks of previous years. The Tourism Council of Thailand aims to attract 34 million international visitors in 2026, an increase of 3.1% from the previous year, with projected revenue reaching 1.64 trillion baht ($52.8 billion). The Chinese Spring Festival arrivals were particularly encouraging, with the Association of Thai Travel Agents reporting an increase to nearly 30,000 Chinese visitors daily, a figure double the usual level. This influx underscores the renewed optimism surrounding Thai tourism and the increasing confidence in the destination’s appeal.

The Ministry of Tourism and Sports of Thailand highlighted that more than 5 million international tourists visited the country between January 1 and February 15, with China leading as the largest source of international arrivals. The successful Spring Festival period contributed significantly to Thailand’s tourism numbers, with a substantial boost in visitors from regional markets, especially China.

South Korea Benefits from the Chinese New Year Travel Rush

South Korea also benefited from the increased travel rush during the Chinese New Year. Retailers in the country experienced a massive uptick in sales, as Chinese consumers flocked to South Korean stores. At Lotte Department Store, sales to Chinese customers soared by 260% year-on-year between February 13 and 18, setting a new record for the Spring Festival period. Similarly, Shinsegae Department Store reported a 416% increase in sales at its flagship store, and The Hyundai Seoul saw a 210% increase in sales during the same period.

The increased interest from Chinese travelers in South Korea was likely influenced by ongoing tensions between China and Japan, particularly after remarks by Japanese officials regarding Taiwan. Analysts suggest that the growing number of Chinese tourists could help boost South Korea’s consumer goods market, particularly in areas such as cosmetics and fashion.

China’s Tourism and Retail Growth

China’s outbound tourism surge also resulted in a significant boom in domestic retail markets across the region. Chinese spending on travel-related goods and services saw impressive growth during the Spring Festival, further boosting the tourism economies of nearby Asian countries. The trend of Chinese tourists seeking experiences abroad is expected to continue, with further growth in the coming months as international travel rebounds to pre-pandemic levels.

As the retail boom continued in South Korea, Chinese tourists spent more on high-end goods, contributing to a rise in consumption that is likely to persist throughout the year. Experts believe that the increased interest in South Korean retail products could result in a sustained boost to the country’s economy, especially in sectors such as cosmetics, luxury goods, and fashion.

The Future of Chinese Outbound Travel

As the pandemic’s impact continues to wane, the future of Chinese outbound travel looks increasingly promising. Asian destinations, particularly those in Southeast Asia, have emerged as the primary beneficiaries of this revival. The combination of short flight distances, favorable visa policies, and attractive climates makes these destinations ideal for Chinese travelers during key holiday periods like the Spring Festival.

In 2026, Thailand stands as a clear winner in the competition for Chinese tourists, with its mixture of cultural offerings, proximity, and family-friendly appeal. Meanwhile, other destinations like Singapore, Kuala Lumpur, and Seoul also remain competitive, attracting increasing numbers of visitors from China.

Conclusion: Southeast Asia Dominates Chinese Spring Festival Travel

As seen in 2026, Thailand, South Korea, and other nearby Asian destinations are poised to maintain their strong position as the preferred choices for Chinese travelers during the Spring Festival. Thailand, in particular, stands out with its strong tourism recovery, high visitor numbers, and positive outlook for 2026. With China continuing to lead in outbound travel, the coming years are expected to see even greater growth in regional tourism, benefiting both destination countries and the global tourism market as a whole.