Published on
February 18, 2026
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In 2026, Thailand, alongside South Korea, Hong Kong, Vietnam, Singapore, Indonesia, and other key Asian countries, is witnessing a remarkable surge in tourist arrivals from China. As Chinese travelers shift their focus away from traditional hotspots like Japan, many are now seeking alternative destinations across Asia, drawn by a mix of factors including regional dynamics, affordable luxury, and cultural experiences. The growing trend of ditching Japan for other countries has been notably influenced by regional tensions, which have led to significant changes in travel preferences.
This year, the increased interest in countries like Thailand and South Korea is driven by greater accessibility, luxury offerings, and tailored experiences that appeal to the evolving tastes of the Chinese traveler. Whether it’s the tropical beaches of Thailand, the bustling streets of Hong Kong, or the cultural offerings of Vietnam, Chinese tourists are discovering new and exciting destinations across Asia. As a result, Asia as a whole is experiencing a significant boost in tourism, with these countries reaping the rewards of the growing influx of travelers leaving Japan behind for now. This article dives into why Chinese tourism is shifting, how countries in Asia are capitalizing on the trend, and what it means for the future of the region’s tourism landscape.
Thailand: A Top Choice for Chinese Tourists Seeking Tropical Escapes
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Thailand has stabilized its position as the preferred tropical destination for Chinese tourists after a period of fluctuations. Between January 1 and February 15, 2026, 770,427 Chinese visitors arrived, and during the week of Feb 9–15, Chinese arrivals surged by 31.88%, averaging around 30,000 visitors per day. While the volume is lower than pre-pandemic peaks, per-capita spending is up, indicating that Chinese travelers are “trading up” from budget accommodations to upscale resorts in places like Chiang Mai and Phuket.
Thailand’s beach resorts, luxury shopping, and traditional culture continue to attract Chinese tourists, making it a top destination for those seeking both relaxation and adventure. Thailand has become particularly popular for its proximity to China, along with affordable luxury offerings, ensuring continued strong arrivals. With Chinese tourists seeking higher-end travel experiences, Thailand is expected to capitalize on this trend and continue seeing growth in 2026, offering a mix of tropical luxury and cultural immersion.
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| Topic | Details |
|---|---|
| Visitor Growth | 770,427 Chinese visitors between January 1 and February 15, 2026, with a 31.88% surge during the holiday period. |
| Luxury Focus | Chinese guests are moving from budget hotels to upscale resorts in Chiang Mai and Phuket. |
| Strategy | Promoting luxury travel and cultural tourism to attract higher-spending Chinese tourists. |
South Korea: Capturing the Outbound Chinese Traveler Boom
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South Korea has emerged as the top destination for Chinese travelers during the 2026 Spring Festival, surpassing traditional markets like Japan. The country is set to see 6.15 to 7 million Chinese visitors in 2026, driven by a 64% spike in visa issuances in January 2026 alone. With the shift away from Japan, which has been affected by regional tensions, South Korea is benefiting from spillover benefits and capitalizing on its proximity and cultural similarities to China.
South Korea is strategically focused on “Slow Travel”, encouraging Chinese tourists to venture beyond Seoul and explore regions like Gangwon for winter sports and Busan for its coastal luxury experiences. This approach not only alleviates the pressure on Seoul’s tourism infrastructure but also highlights regional tourism within South Korea. As the Chinese middle class continues to grow, South Korea’s appeal as a shopping, cultural, and leisure hub is expected to drive continued growth, solidifying its position as one of the leading destinations for Chinese tourists in 2026.
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| Topic | Details |
|---|---|
| Visitor Growth | 6.15–7 million projected Chinese visitors in 2026, with 64% growth in visa issuances. |
| Regional Focus | Promoting Slow Travel in regions like Gangwon and Busan to diversify tourist experiences. |
| Strategy | Capitalizing on the spillover benefits from regional shifts and the desire for authentic cultural exploration. |
Hong Kong: The Gateway for Mainland Chinese Travelers
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Hong Kong has solidified its position as the primary gateway for mainland Chinese tourists, and the trend is growing. In the first 1.5 months of 2026, the city recorded an impressive 10% year-on-year increase in total arrivals. A significant boost came in January 2026, when 3.64 million mainland visitors were logged, showing a robust recovery and continued demand. During the 2026 Lunar New Year, Hong Kong experienced peak daily entries of over 215,000, with major nightlife and shopping hubs like Lan Kwai Fong reporting a 15–20% boost in business.
Hong Kong is moving towards offering comprehensive tourism packages that combine major events, like mega-concerts and sporting events, with hotel stays, providing visitors a reason to stay longer and experience more of the city’s cultural offerings. This strategy aims to capture the growing interest from Chinese tourists, especially as they shift their focus from Japan due to regional dynamics. With Hong Kong’s cultural experiences, vibrant shopping districts, and entertainment offerings, it is on track to maintain its status as a top destination for Chinese tourists in 2026 and beyond.
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| Topic | Details |
|---|---|
| Visitor Growth | 10% year-on-year increase in mainland Chinese arrivals in early 2026. |
| Peak Arrivals | Over 215,000 daily entries during the Lunar New Year, with key districts seeing a 15-20% business boost. |
| Strategy | Focus on comprehensive tourism packages combining concerts and sporting events with hotel stays. |
Vietnam: A Rising Star Among Chinese Tourists
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Vietnam has emerged as a top choice for Chinese travelers in 2026, recording its highest monthly visitor total in January with nearly 460,000 Chinese visitors. This marks a significant shift as Vietnam is now one of the “Top 3 global choices” for Chinese tourists, thanks to its low costs and new 45-day visa-free policy for regional visitors. Vietnam’s popularity is being driven by its affordable luxury, pristine beaches, and cultural heritage, attracting tourists looking for budget-friendly yet exotic experiences.
Da Nang, Phu Quoc, and other hotspots have seen full occupancy driven by new air routes from second-tier Chinese cities, which are making it easier for more travelers to visit. Vietnam’s government has been keen to position the country as a prime destination for eco-tourism and heritage tourism, further increasing its appeal. With low-cost travel options and high-quality experiences, Vietnam is expected to continue its growth trajectory, positioning itself as a major competitor to traditional destinations like Thailand and Singapore for Chinese tourists in 2026.
| Topic | Details |
|---|---|
| Visitor Growth | 460,000 Chinese visitors in January 2026, with a projected 6-7 million for the full year. |
| Affordability | Low-cost travel and high-quality experiences make Vietnam a leading choice for budget-conscious Chinese travelers. |
| Strategy | Attracting tourists through eco-tourism, heritage sites, and visa-free policies for regional visitors. |
Singapore: Quality Over Volume for Chinese Tourists
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Singapore has shifted its strategy towards “Quality Over Volume”, focusing on attracting high-spending Chinese tourists. The city-state is tracking toward 3.2–3.5 million Chinese visitors in 2026, with China remaining its top source market. The city’s tourism receipts are expected to reach a record S$31–32.5 billion in 2026, driven by investments in “Entertainment Tourism”. Singapore is tapping into the luxury segment, offering attractions like Marina Bay Sands, world-class shopping, and BTS concerts to draw in Chinese tourists with high spending power.
Singapore’s focus on high-net-worth Chinese travelers has positioned it as a premier destination for those seeking both luxury and modern attractions. With a reputation as a global financial hub and a growing food scene, the city-state is expected to continue attracting affluent Chinese tourists looking for sophisticated experiences. By investing in major events like K-pop concerts and international entertainment, Singapore is set to expand its presence in the Chinese tourism market while maintaining its commitment to high-quality, sustainable tourism.
| Topic | Details |
|---|---|
| Visitor Growth | 3.2–3.5 million Chinese visitors in 2026, with record tourism receipts expected. |
| Luxury Focus | Focus on attracting high-net-worth Chinese travelers with luxury offerings and global events. |
| Strategy | Major investments in entertainment tourism, including BTS concerts and luxury shopping. |
Indonesia: Embracing Sustainable Tourism for Chinese Visitors
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Indonesia has reached a 6-year high in Chinese arrivals, with a projected 1.4–1.6 million visitors in 2026. This surge is largely driven by Bali and Jakarta, two of the country’s main hubs for international tourism. Indonesian tourism has embraced sustainable and cultural tourism, appealing to Chinese travelers seeking more immersive experiences. Popular activities include eco-tourism, traditional village stays, and diving trips in East Nusa Tenggara, which provide a blend of adventure, nature, and cultural engagement.
Bali’s resorts and beaches continue to be major attractions, but Indonesia is also promoting its cultural immersion offerings to attract the growing interest in sustainable travel. By emphasizing experience-based tourism, Indonesia has tapped into the demand for authentic, nature-based travel among Chinese tourists, making it a compelling choice for those seeking more than just a traditional beach holiday. As a growing travel market, Indonesia is set to continue benefiting from this shift toward more eco-conscious tourism, helping it maintain its appeal to Chinese travelers in 2026.
| Topic | Details |
|---|---|
| Visitor Growth | 1.4–1.6 million Chinese visitors in 2026, with Bali and Jakarta as key hubs. |
| Sustainable Focus | Promoting eco-tourism, cultural immersion, and sustainable experiences to Chinese tourists. |
| Strategy | Leveraging experience-based tourism with traditional village stays and eco-conscious diving. |
Decline in Chinese Tourists to Japan: Political Tensions and Changing Preferences
The decline in Chinese tourists to Japan has become increasingly noticeable, especially in recent years. Factors such as regional tensions, economic uncertainties, and political factors have played a significant role in deterring Chinese travelers from visiting Japan. The ongoing diplomatic issues between China and Japan have led to a shift in travel preferences, with Chinese tourists seeking alternative destinations in Asia that offer similar experiences without the political complications. While Japan had long been a top destination for Chinese tourists, this decline has prompted a noticeable decrease in visitor numbers. In addition to political tensions, Japan’s visa restrictions, and rising travel costs have made other countries in Asia, like South Korea, Thailand, and Vietnam, more attractive options for Chinese travelers. These countries are now capitalizing on the shift in tourism patterns, offering more accessible and affordable alternatives, which has contributed to Japan’s tourism downturn.
In 2026, Thailand, South Korea, Hong Kong, Vietnam, Singapore, Indonesia, and other Asian countries are seeing a surge in tourist arrivals from China, as travelers are ditching Japan hard this year. This shift is driven by regional tensions, better offerings, and more accessible travel options.
Conclusion
Thailand, South Korea, Hong Kong, Vietnam, Singapore, Indonesia, and other countries in Asia are capitalizing on the surge in tourist arrivals from China as Chinese travelers increasingly ditch Japan hard this year. This shift can be attributed to a mix of regional dynamics, such as tensions between China and Japan, alongside the appeal of affordable luxury, cultural experiences, and diverse tourism offerings found in these destinations. As these Asian countries continue to cater to evolving Chinese preferences, the growth in tourism will undoubtedly shape the future of the region’s travel industry, with China playing a pivotal role in driving this transformation.
