Trip.com Inbound and Outbound Tourism Trend Guide Highlights Surge in Southeast Asian Tourists Visiting China, Focusing on Natural Scenery, Cultural Experiences and Urban Travel Growth

Published on December 30, 2025

Recently, Trip.com Group has published a “2025 Southeast Asia Inbound and Outbound Tourism Trend Guide.” In the published trends, it has pointed out a large increase in the number of tourists from Southeast Asia visiting China. This increase in tourist demand can also be related to the visa-free entry policy favored by China, as it has made entry easier for tourists from South-East Asia. It indicates an emerging pattern of international tourist flow with China becoming a desirable destination once again for travelers from South-East Asia.

As reported by the Trip.com Group, the first half of 2025 has a diverse pattern for Southeast Asian travelers, as they get to visit different cities and provinces in China. Through the report, the top five destinations visited by the Southeast Asian tourists were found to be Shanghai, Chongqing, Guangzhou, Beijing, and Chengdu. Of these, the most dramatic increase was seen in the views for Chongqing, with a 359% increase, characterized by its cutting-edge buildings and distinctive culinary culture.

Tourists Seek Nature and Culture: The Rise of Scenic and Cultural Spots

The report also revealed a shift in the types of experiences sought by Southeast Asian travelers. Instead of just traditional sightseeing, these tourists are increasingly interested in nature-based experiences and cultural immersion. The search volume for popular natural spots, including Zhangjiajie National Forest Park and Huangshan Mountain, saw a 110% year-on-year increase. Additionally, cultural landmarks such as the Palace Museum in Beijing and Suzhou’s classical gardens grew in popularity, with interest rising by over 80%.

This shift in preferences points to an evolving desire for more integrated travel experiences, where travelers combine urban leisure, wellness in nature, and immersive cultural engagement. Southeast Asian tourists are looking beyond traditional sightseeing, seeking a deeper connection with the destinations they visit.

Personalized Travel Experience Through AI and Big Data

Trip.com’s 2025 report also underscores the role of technology in shaping these tourism trends. Tourists can now leverage the platform’s artificial intelligence travel assistant and big data analytics to create personalized itineraries tailored to their interests. With access to the most popular scenic areas and cultural landmarks, travelers can craft itineraries that best suit their preferences, enhancing their overall travel experience.

The use of advanced technologies, such as AI-powered travel assistants, helps tourists navigate their journey more efficiently, ensuring that their trips are tailored to their specific desires for sightseeing, cultural exploration, and nature adventures. This personalization is becoming a key element in the travel planning process, especially as more Southeast Asian travelers seek experiences that go beyond the traditional.

Looking Ahead: Continued Growth and Diversification in Southeast Asian Tourism to China

As Southeast Asia’s travel demand to China continues to grow, the Trip.com Group’s report highlights the evolving landscape of tourism between these regions. The increasing preference for cultural and natural experiences and the rise of personalized travel suggest a future of tourism that is more dynamic, diverse, and tailored to individual needs.

Looking ahead, the future growth of tourism between China and Southeast Asia is set to continue its upward trajectory. China’s tourism sector is poised for a significant boom, especially as Southeast Asian tourists increasingly seek cultural exchange, nature-based experiences, and authentic regional connections. The continued development of travel infrastructure, including direct flights, enhanced visa policies, and advanced tourism services, will further facilitate this growing demand, ensuring that China remains a top destination for travelers from the region.

The role of AI and big data in Cruise Tourism Growth

The role of AI and big data in creating tailored travel experiences will continue to transform the way tourists plan and enjoy their trips. As Southeast Asian travelers become more tech-savvy and demand more personalized experiences, China will need to innovate and adapt to these changing preferences to remain competitive in the global tourism market.

Moreover, the growing middle class in Southeast Asia, along with an expanding interest in affordable luxury and immersive travel, will drive future tourism growth. Cities like Chongqing, Shanghai, and Beijing will continue to see increasing numbers of tourists seeking a mix of urban experiences, cultural immersion, and nature exploration.

A Bright Future for China-Southeast Asia Tourism

The further extension of visa-free entries, as well as the emerging innovations in travel technology, are expected to result in yet another influx of Southeast Asian visitors being drawn to the cultural and natural treasures of China in the coming years. And with places in China such as Chongqing, Zhangjiajie, and Suzhou becoming popular tourist spots, the varied landscapes and cultural assets of China are expected to become better represented in Southeast Asian tourist traffic.

Through this adaptation of China to changing trends, China has bright prospects of providing various travel experiences to become even more alluring to Southeast Asian tourists to discover their cutting-edge metropolises, mountainous, and historical cultures.