Thailand Leads as Chinese Travelers Flock to Asia for Spring Festival, Boosting Tourism and Retail Sales, Here Is What You Need To Know

Published on February 26, 2026

Image generated with Ai

During this year’s nine-day Spring Festival holiday, Asia emerged as the leading destination for Chinese travelers, with Thailand reclaiming its position as the most popular choice. As families and tourists sought out sunny escapes and cultural experiences, Thailand, particularly Phuket, captured the attention of Chinese holidaymakers looking for affordable yet exciting international getaways.

Thailand Regains Popularity as the Top Spring Festival Destination

The global travel surge during the Spring Festival (February 15-23, 2026) saw Asian countries top the list of favored destinations for Chinese tourists, with Thailand leading the charge. Data from Qunar, a prominent online travel platform, confirmed that Thailand enjoyed a significant boost in visitors, with Phuket and Bangkok ranking among the top spots for Chinese travelers.

For many Chinese families, like Li Yang’s family from Beijing, Thailand’s Phuket Island remains a top choice despite noticeable price increases. Phuket’s renowned beaches, vibrant nightlife, and convenient direct flights make it a favorite for both short getaways and family vacations. Its proximity to China, combined with a variety of activities suitable for all ages, makes it an ideal destination for a winter holiday.

Short Travel Times and Visa-Friendly Policies Drive the Trend

Asian destinations gained traction for their relatively short flight distances from China, making them ideal for travelers seeking quick getaways. Visa-friendly policies, along with mild temperatures in the region, further enhanced their appeal. Notably, countries like Thailand, Malaysia, Singapore, and South Korea have capitalized on these factors, drawing in Chinese tourists looking for easy access, comfortable climates, and rich cultural experiences.

Other Popular Spring Festival Destinations in Asia

While Thailand remains the top choice, other Asian destinations have also seen a rise in Chinese visitors. The data revealed that cities such as Kuala Lumpur in Malaysia, Singapore, Seoul in South Korea, and Sydney in Australia ranked high on the list. The short flight times, coupled with a strong cultural appeal, have made these destinations go-to options for those seeking to celebrate the holiday abroad.

On the other hand, Japan, which has historically been a top destination for Chinese travelers, has faced a decline in tourism numbers. The Japan National Tourism Organization reported a significant drop of over 60 percent in Chinese visitors in January 2026, and the trend is expected to continue through the Spring Festival period. This shift in preferences reflects growing regional competition and ongoing diplomatic tensions.

Economic Impact: Business and Retail Boom in Thailand and South Korea

Thailand is not just benefiting from a surge in tourism but also from increased consumption. The Ministry of Tourism and Sports reported that Chinese arrivals between January 1 and February 15, 2026, significantly contributed to a rise in international tourism. With over 5 million international tourists arriving during this period, China emerged as the largest source market for the country.

In addition to tourism, retail sectors in neighboring South Korea have also seen considerable growth due to the influx of Chinese shoppers. Lotte Department Store recorded a 260 percent increase in sales, setting a new record for the Spring Festival period. Other retail giants, including Shinsegae and The Hyundai Seoul, also reported dramatic increases in sales, with figures ranging from 210 to 416 percent. Analysts suggest that the tensions between China and Japan might have led to more Chinese tourists turning to South Korea for shopping, particularly in cosmetics and apparel.

The Resurgence of South Korea as a Tourist Destination

South Korea, like Thailand, has benefited greatly from the Spring Festival travel rush. Retail sales to Chinese customers have seen substantial growth, indicating that Chinese tourists are not just visiting for the sights but are also contributing heavily to the local economy through shopping. South Korea’s close proximity to China, along with its reputation for excellent shopping experiences and cultural exchanges, continues to make it an attractive destination.

Guidelines for Chinese Tourists Planning to Visit These Destinations

1. Book Flights Early: With high demand during the Spring Festival, securing flights in advance is crucial. Consider booking direct flights to popular destinations like Thailand, South Korea, or Singapore.
2. Check Visa Requirements: Many Asian countries, including Thailand and Singapore, offer visa-free or easy visa-on-arrival options for Chinese tourists, making travel more accessible.
3. Be Aware of Travel Restrictions: While Thailand is a major draw, be mindful of any safety concerns or restrictions, particularly in regions where scams have been reported. Always check for government travel advisories before departure.
4. Explore Cultural Festivals: Celebrate the Spring Festival abroad by participating in cultural events or enjoying the local Chinese New Year festivities offered by many destinations like Singapore and Kuala Lumpur.
5. Prepare for Higher Prices: Expect an increase in prices for flights and accommodations during the holiday season. Be ready to book early to avoid surcharges.

Thailand’s Recovery and Future Tourism Prospects

Despite challenges faced last year, including a strong baht and competition from neighboring countries, Thailand’s tourism outlook remains positive. The Tourism Council of Thailand has set an ambitious target of 34 million international visitors for 2026, expecting a 3.1 percent growth in tourism revenue. This marks a recovery from the previous year when Chinese arrivals declined. Early signs of recovery have been evident, with daily average Chinese arrivals reaching nearly 30,000 during the Spring Festival, double the usual levels.

South Korea’s Retail Boom: The Influence of Chinese Tourists

The surge in Chinese tourists has also benefited South Korea’s retail sector. The 260 percent year-on-year sales growth at Lotte Department Store highlights how Chinese consumers are making their presence felt in South Korea. Experts predict that this uptick in Chinese visitors may lead to a longer-term boost in consumption across various sectors, including beauty, fashion, and electronics.

Conclusion: A Year of Recovery and Growth for Asian Tourism

The Spring Festival 2026 has marked a significant rebound for Asian tourism, with Thailand and South Korea emerging as the prime beneficiaries of Chinese travel. As these destinations continue to recover and thrive, travelers can look forward to a variety of experiences, from cultural attractions to shopping sprees, all enhanced by convenient travel options and favorable climates. Whether for leisure or business, Asia is proving to be an indispensable hub for Chinese tourists.