Published on
February 23, 2026
Image generated with Ai
Thailand joins China, Vietnam, South Korea, Malaysia, Singapore, Hong Kong, and other tourism powerhouses across Asia in achieving record-breaking growth in travel demand during the Spring Festival of 2026. This surge in tourism can be attributed to a powerful combination of factors, including strong domestic recovery initiatives, strategic government campaigns, and a growing desire for both cultural exploration and leisure travel. With targeted marketing efforts, travel incentives, and the rising appeal of regional destinations, these countries have not only seen a substantial increase in both international and domestic tourists but have also solidified their status as key players in the global tourism landscape. The 2026 Spring Festival marks a new era of unparalleled growth and optimism for the tourism industry across Asia.
The Spring Festival of 2026 has been nothing short of extraordinary for tourism across Asia. As the world’s second-largest economy continues to rebound, nations across the continent have witnessed unprecedented travel surges, fueled by both local and international tourism. From Southeast Asia to East Asia, each country has contributed to a record-breaking wave of travelers, offering a clear sign that Asia’s tourism industry is stronger than ever. Let’s delve into the specifics of how Thailand, China, Vietnam, South Korea, Malaysia, Singapore, Hong Kong, and others have experienced massive growth in tourism during this year’s Spring Festival.
Thailand: Leading the Charge with 12% Increase in Visitors
Thailand has long been a favored destination for travelers, but 2026 marked a record year for the country during the Spring Festival period. With a significant influx of tourists, particularly from China, Thailand’s tourism numbers surged by 12% year-on-year, making it one of the top-performing countries in Asia.
The tourism boom in Thailand was driven by its status as a key regional destination, offering everything from stunning beaches and cultural landmarks to vibrant cities like Bangkok. This year, the Thai government capitalized on the holiday by hosting a series of cultural events, offering travel incentives, and boosting marketing efforts in China. As a result, the country saw an increase in Chinese tourist arrivals, with many travelers flocking to destinations like Pattaya, Phuket, and Chiang Mai. The launch of direct flights from major Chinese cities to Bangkok and other provinces contributed to this increase.
Highlights:
- 12% increase in tourist arrivals during Spring Festival
- Major attractions like Pattaya, Phuket, and Chiang Mai saw the most visitors
- Increased Chinese tourism due to direct flight options and travel campaigns
China: The Heart of the Spring Festival Travel Surge
As the birthplace of the Spring Festival, China was naturally at the center of the tourism boom. The country’s domestic tourism skyrocketed during the nine-day holiday, with the Ministry of Culture and Tourism reporting a 13% increase in domestic travel compared to the previous year. Within China, popular destinations like Beijing, Shanghai, and Xi’an saw record-breaking numbers of tourists.
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The government also launched several initiatives, including consumption vouchers and trade-in programs that stimulated spending on both travel and retail goods. With millions of Chinese citizens embarking on domestic vacations, cultural tourism was particularly prominent. Ancient sites, temples, and popular cultural landmarks were in high demand as travelers sought to connect with their heritage during the holiday season. Additionally, the government’s promotion of folk tourism and rural explorations attracted urban dwellers to the countryside, expanding the geographical reach of the holiday tourism surge.
Highlights:
- 13% increase in domestic travel during the Spring Festival
- Major cities like Beijing, Shanghai, and Xi’an experienced high tourist turnout
- Government incentives such as consumption vouchers stimulated travel spending
Vietnam: A 9% Growth in Vietnamese Tourism During the Spring Festival
Vietnam experienced a 9% growth in tourism during the Spring Festival of 2026, as many Chinese tourists flocked to the country for short-haul vacations. Vietnam’s appeal lies in its proximity to China and its reputation for offering budget-friendly travel options with rich cultural experiences.
During the holiday period, Vietnamese cities such as Hanoi, Ho Chi Minh City, and Da Nang witnessed packed hotels and bustling streets filled with tourists. The Vietnamese government played an active role by promoting cultural festivals, food tourism, and eco-tourism initiatives to attract both domestic and international travelers. Additionally, the rise of popular destinations like Ha Long Bay and the Mekong Delta further boosted Vietnam’s tourism growth.
Highlights:
- 9% growth in tourism during Spring Festival
- Popular Vietnamese destinations like Hanoi, Ho Chi Minh City, and Ha Long Bay experienced high visitor traffic
- Government initiatives promoted cultural and eco-tourism
South Korea: 8% Surge in Visitors Thanks to K-Pop Influence
South Korea experienced a 8% surge in tourism during the Spring Festival of 2026, with K-pop’s global influence playing a significant role. Chinese visitors, in particular, flocked to South Korea’s vibrant cities like Seoul and Busan, eager to experience the latest K-pop concerts, shopping districts, and cultural landmarks.
Additionally, South Korea’s government heavily marketed winter sports tourism in the wake of the Beijing Winter Olympics, driving demand for ski resorts and winter-themed activities. The country’s appeal to Chinese tourists was further boosted by visa waivers and discounted packages for Spring Festival travelers.
Highlights:
- 8% growth in tourism during the Spring Festival
- K-pop concerts and winter sports tourism drove demand
- Seoul and Busan attracted a large number of international travelers
Malaysia: 7% Increase in Spring Festival Tourism Due to Regional Popularity
Malaysia has positioned itself as one of the top destinations in Southeast Asia for Spring Festival tourists, witnessing a 7% increase in tourism during the holiday period. As a gateway to Southeast Asia, Malaysia capitalized on its mix of modern cities, cultural landmarks, and tropical landscapes to appeal to tourists from China and neighboring countries.
Cities like Kuala Lumpur and Penang attracted many international visitors, while resorts and eco-tourism sites like Langkawi and the Cameron Highlands saw an influx of tourists. Malaysia’s government has been actively working on diversifying its tourism offerings, including introducing new festivals and cultural events, which further enhanced the country’s appeal during the Spring Festival.
Highlights:
- 7% increase in tourism during Spring Festival
- Kuala Lumpur, Penang, Langkawi, and Cameron Highlands were top destinations
- Efforts to diversify tourism offerings boosted growth
Singapore: 6% Boost in Tourist Arrivals Fueled by Luxury Travel
Singapore’s tourism industry saw a 6% growth in travel demand during the 2026 Spring Festival, driven largely by high-end, luxury tourism. As a global financial hub, Singapore attracted wealthy tourists from China and beyond, who were eager to explore its luxury shopping malls, gourmet dining experiences, and five-star hotels.
The Singapore Tourism Board worked to promote the country’s diverse attractions, including its vibrant arts scene, top-tier shopping destinations, and cultural landmarks such as Gardens by the Bay. The government also incentivized international tourists through digital campaigns and special travel deals targeting Chinese and Southeast Asian tourists.
Highlights:
- 6% increase in tourist arrivals during Spring Festival
- Singapore’s luxury travel sector saw a rise in demand
- Promotions by the Singapore Tourism Board boosted inbound tourism
Hong Kong: 5% Increase in Visitors, Thanks to Cultural and Shopping Tourism
Hong Kong experienced a 5% increase in tourism during the Spring Festival period, with most of the growth coming from Chinese tourists. The region’s well-established reputation for shopping, entertainment, and cultural experiences made it a popular choice for travelers looking to make the most of the extended holiday.
Shopping districts like Causeway Bay, Tsim Sha Tsui, and Mong Kok saw a major uptick in foot traffic as tourists flocked to take advantage of seasonal sales and exclusive products. Additionally, Hong Kong’s food scene, offering a mix of traditional Cantonese delicacies and international cuisine, continued to drive culinary tourism.
Highlights:
- 5% increase in tourism during the Spring Festival
- Shopping, food tourism, and cultural landmarks attracted a surge in visitors
- Chinese tourists made up the majority of visitors to Hong Kong
Other Countries Across Asia: A Regional Surge in Travel Demand
In addition to the key tourism giants in Asia, several other countries experienced notable growth during the Spring Festival of 2026. These include destinations like Indonesia, Japan, and the Philippines, which recorded steady increases in tourism, thanks to the wider regional demand for travel.
Destinations like Bali in Indonesia, Tokyo in Japan, and Boracay in the Philippines saw higher-than-usual numbers of visitors, supported by favorable flight routes, regional marketing efforts, and strong relationships with Chinese tour operators.
Highlights:
- Sustained increases in travel to Indonesia, Japan, and the Philippines
- Popular beach and cultural destinations like Bali, Tokyo, and Boracay were major draws
- Regional marketing campaigns attracted both international and domestic travelers
The Spring Festival of 2026 has undoubtedly set the stage for continued tourism growth across Asia. With countries like Thailand, China, Vietnam, South Korea, Malaysia, Singapore, and Hong Kong reporting substantial increases in travel demand, it is clear that Asia is a global leader in tourism recovery and growth.
Thailand joins China, Vietnam, South Korea, Malaysia, Singapore, Hong Kong, and other tourism powerhouses across Asia in achieving record-breaking growth in travel demand during the Spring Festival 2026, driven by targeted government initiatives and a surge in both domestic and international tourism.
This surge in tourism not only highlights the strong recovery of the region’s travel industry but also underscores the growing economic importance of tourism to these nations. Whether driven by cultural heritage, winter sports, shopping, or eco-tourism, the diversity of experiences offered by Asia’s leading tourism powerhouses ensures that the region will remain a key destination for travelers worldwide for many years to come.
