Beijing: Chinese tourists are setting their sights on Russia and Thailand as top destinations during the upcoming Lunar New Year holiday.
According to Thai News Agency, several travel companies anticipate an increase in Chinese tourists traveling abroad during this extended holiday period, which features popular destinations ranging from Russia and Australia to Thailand and South Korea, while interest in Japan is expected to decline.
Chinese New Year, also known as Spring Festival, is one of China's longest holidays, lasting nine days this year. It begins on February 15th, one day longer than usual, to mark the start of the Year of the Horse according to the Chinese zodiac. Traditionally, this holiday sees millions of people traveling to their hometowns to reunite with family, boosting spending in shops, movie theaters, and restaurants as families celebrate together both domestically and abroad.
Chinese authorities predict a surge of 9.5 billion trips during the 40-day holiday period, an increase from 9.02 billion last year. Officials hope that the longer holiday period will encourage more tourists to explore both domestic and international travel options. Zhou Weihong, Deputy General Manager of Spring Tour, a Shanghai-based travel agency and subsidiary of Spring Airlines, highlighted Thailand's status as the top international destination due to its favorable weather, contrasting with the cold conditions prevailing in most parts of China.
The study revealed a shift in Chinese consumers' focus towards spending on "experiences." A market report by consulting firm McKinsey and Company in August indicated a quiet but profound change in Chinese consumption patterns. Zhou noted that domestic travel demand is split between those seeking warm weather and those preferring snow. Popular destinations include tropical islands like Hainan and the Changbai Mountains in the northeast, while bookings for trips to Russia and Northern Europe have more than doubled compared to last year.
Sienna Parulis-Cook, Director of Marketing and Communications at Dragon Trail Research, predicted an ongoing increase in Chinese travel to Russia throughout the year. She attributed this trend to the Russian government's recent announcement of a visa waiver for Chinese tourists last December. Trip.com, China's largest travel booking website, reports that a recovery in long-haul travel has led to a more than 100% increase in travelers to Australia compared to the previous year.
Aviation data firm IBA noted a 9 percent rise in the number of seats on international flights during the holiday season, both inbound and outbound, compared to last year. The report emphasized the growing importance of international markets in Chinese New Year travel.
However, the appeal of other destinations may be waning. Political tensions with Japan have diminished its allure for Chinese tourists, who previously ranked it as a top destination. Flight data for 2026 reveals a sharp decline in travel to Japan amid strained relations and security warnings from the Chinese government, prompting airlines to expand refund and flight change policies for Japanese routes.
FlightMaster data indicates a 49.2 percent decrease in flights between China and Japan in the week beginning February 2nd compared to last year. Furthermore, 58 routes that operated during last year's Chinese New Year have been canceled. At that time, Trip.com ranked Japan among the top destinations, alongside Thailand and other markets in the region.