Japan Records a Historic Drop in Chinese Tourists During Lunar New Year as Thailand, Malaysia, and South Korea Rise in Popularity Among Chinese Travellers

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By TTW Editor

Published March 23, 2026

In what has been a landmark Lunar New Year holiday, Japan saw a historic plunge in Chinese tourist arrivals, as escalating political tensions between Beijing and Tokyo have had a direct impact on travel patterns. Meanwhile, Thailand, South Korea, Malaysia, and Singapore emerged as the dominant destinations for Chinese travellers, highlighting a notable shift in preferences during this period.

The extended Lunar New Year holiday, which ran from February 15 to 23, 2026, was expected to be a critical period for global tourism. China, home to one of the largest outbound travel markets in the world, saw a dramatic surge in tourists heading abroad. Worth an estimated US$140 billion in 2024, China’s outbound tourism market continued to shape international travel trends. However, amid this increased outbound travel, Japan, a long-time favourite of Chinese tourists, experienced a sharp decline in its visitor numbers, which can be attributed to an ongoing political dispute with China over Taiwan.

Thailand: The Dominant Choice for Chinese Tourists

During the 2026 Lunar New Year holiday, Thailand saw an influx of approximately 250,000 Chinese visitors, according to data from China Trading Desk, a travel marketing and technology firm. This number marks a significant recovery for the Southeast Asian nation, which had witnessed a dip in Chinese tourism the previous year due to concerns about safety in the region’s scam centers. As a response, Thailand’s tourism authorities ramped up their promotional efforts to attract more visitors from China, which clearly paid off.

The country’s stunning beaches, rich culture, and proximity to China have kept it as one of the most favoured destinations for Chinese travellers. Despite the safety concerns, the appeal of affordable travel options and diverse offerings from cities like Bangkok to beach destinations such as Phuket kept Thailand at the top. The 250,000 arrivals from China during the holiday period even exceeded the tourism authority’s forecast, which had predicted 241,000 visitors.

South Korea: The Second Most Popular Destination

South Korea emerged as the second most popular destination for Chinese tourists during the Lunar New Year. The country has long been a favourite among Chinese travellers due to its proximity, advanced infrastructure, and vibrant culture. During this year’s extended holiday, South Korea managed to attract large numbers of Chinese tourists despite the political turbulence with Japan.

Not only did the country witness a significant increase in visitors, but it also stood out as the top country for Chinese spending during the holiday. Chinese tourists spent at least US$319 million in South Korea over the nine-day period, highlighting the country’s appeal not just as a destination but as a key player in global tourism expenditure.

The city of Seoul, with its mix of modern attractions and traditional culture, continued to draw Chinese tourists, while destinations such as Jeju Island and the ski resorts in the Gangwon Province saw high volumes of visitors as well. The surge in arrivals can be attributed to the accessibility of direct flights from China and South Korea’s well-established tourism infrastructure.

Malaysia: A Rising Star Among Chinese Travellers

Malaysia, long known for its beautiful landscapes, cultural diversity, and delicious cuisine, also became a top destination for Chinese tourists during the 2026 Lunar New Year holiday. With direct flight connections from China to major cities like Kuala Lumpur, Penang, and Langkawi, Malaysia proved to be an attractive option for those seeking both adventure and relaxation.

The country’s well-maintained tourism infrastructure, coupled with its affordability, made it an ideal choice for Chinese visitors looking for a more laid-back but culturally rich travel experience. In addition, the friendly visa policies and a growing number of Chinese-speaking staff in major tourist areas ensured that the Chinese market continued to thrive in Malaysia.

Singapore: A Trusted Destination for Chinese Tourists

Singapore, with its impeccable reputation for cleanliness, safety, and world-class attractions, rounded out the top four most popular destinations for Chinese tourists during the Lunar New Year. Known for being a melting pot of cultures, Singapore offers a unique blend of attractions, from the futuristic Marina Bay Sands to the lush greenery of Gardens by the Bay and the vibrant streets of Chinatown.

Chinese tourists have long flocked to Singapore for its rich cultural experiences, outstanding shopping districts, and cutting-edge food scene. Additionally, Singapore’s strategic location as a major international hub with well-connected flight routes from China helped boost its position as one of the most visited destinations.

Japan: A Historic Decline Amid Rising Tensions

Despite its longstanding popularity as a destination for Chinese tourists, Japan witnessed a steep decline in arrivals this year. According to data from China Trading Desk, only 130,000 Chinese tourists visited Japan during the Lunar New Year holiday, a sharp drop from 260,000 during the previous year.

The diplomatic dispute between China and Japan over Taiwan has severely impacted tourism flows, as Chinese authorities warned against travel to Japan, and several airlines suspended flights to the country. The situation became more tense as Beijing took additional steps in its feud with Tokyo, adding 20 Japanese entities to an export control list in a bid to restrict Chinese goods’ use in Japan’s defense industry. The fallout from this diplomatic struggle led to a significant reduction in available airline seats on China-Japan routes, with scheduled capacity falling by nearly 35% between December 2025 and February 2026.

While independent, wealthy travellers from China still visited Japan, often choosing to travel on their own rather than as part of a tour group, the broader Chinese tourist base chose to avoid Japan this year due to the political situation. According to Katsuya Yamamoto, director of the Sasakawa Peace Foundation, the overall trend in Chinese outbound tourism reflected a diversification of destinations, with tourists preferring more accessible, nearby countries over the traditionally popular Japan.

Fliggy’s Findings: Southeast Asia Dominates Chinese Lunar New Year Travel

Fliggy, the travel platform owned by Alibaba Group, also highlighted a similar trend in Chinese outbound travel. The platform found that Southeast Asian countries within a four-hour flight circle from China—along with Hong Kong and Macau—were the most popular choices for Lunar New Year travel this year. This trend aligns with China Trading Desk’s findings, emphasizing the growing popularity of regional destinations as Chinese travellers seek shorter, more convenient trips.

Conclusion: A Shift in Travel Preferences

This year’s Lunar New Year holiday has illuminated a clear shift in Chinese tourism patterns. While Japan, once the undisputed favourite, has seen a historic decline in Chinese visitors due to political tensions, countries like Thailand, South Korea, Malaysia, and Singapore have experienced impressive growth. The impact of global geopolitics on travel is undeniable, but it also reveals the increasing diversification of Chinese tourism, with a growing preference for nearby, culturally rich destinations in Southeast Asia. As the world adjusts to new diplomatic realities, the tourism industry will continue to evolve, with new leaders emerging on the global stage.