Chinese Tourists Skip Japan for Russia, Australia & Thailand This Spring Festival
Chinese tourists are increasingly favouring Russia and Thailand as destinations for the upcoming Lunar New Year holiday, while Japan is experiencing a decline in appeal, according to reports from Reuters and other news agencies. The shift comes as China anticipates a record 9.5 billion passenger trips during the 40-day Spring Festival travel rush, beginning , 2026 – a nine-day period marking the Year of the Horse.
The change in travel preferences reflects a complex interplay of factors, including economic uncertainties within China, shifting consumer priorities and geopolitical considerations. While Japan was previously a highly sought-after destination for Chinese tourists, its allure appears to be waning. The reasons for this are not explicitly detailed in available reports, but a recent article in Yahoo News suggests a potential link to a cooling of diplomatic relations and a shift in consumer sentiment away from overt displays of “patriotism” in purchasing decisions.
Thailand has re-emerged as a top outbound destination, largely due to its warm weather, a particularly attractive factor for travellers escaping colder conditions in much of China. According to Zhou Weihong of Shanghai-based Spring Tour, the travel arm of Spring Airlines, this is a key driver of the renewed popularity. Russia and Australia are also experiencing increased interest, alongside South Korea. The Channel NewsAsia report highlights the growing appeal of Russia as a destination, though the specific reasons are not elaborated upon.
The anticipated 9.5 billion passenger trips represent an increase from the 9.02 billion recorded last year, indicating a strong rebound in travel both domestically and internationally. Chinese authorities are hoping the extended holiday will further stimulate tourism and boost economic activity. This surge in travel is occurring against a backdrop of economic challenges within China, including a prolonged downturn in the property market and concerns about job security following the post-pandemic recovery.
Analysts note a discernible shift in Chinese consumer behaviour, with a growing emphasis on spending on “experiences” rather than material goods. McKinsey has described this as a “deeper shift” in consumption patterns, suggesting that Chinese tourists are increasingly prioritizing travel and leisure activities. This trend is particularly evident given the economic uncertainties, with many consumers seeking a temporary escape from domestic pressures. Domestic travel within China is also seeing strong demand, with warm-weather destinations like Hainan and snow-focused locations such as Changbai Mountain in Jilin province proving popular.
The Lunar New Year, also known as the Spring Festival, is traditionally a period of significant travel as families reunite for celebrations. The nine-day holiday in is one day longer than usual, potentially contributing to the record number of expected trips. The scale of the travel rush presents logistical challenges for transportation networks, but authorities are prepared to manage the increased demand. The focus on outbound tourism to destinations like Russia, Thailand, Australia, and South Korea signals a diversification of travel patterns, with Japan no longer holding the same level of dominance it once enjoyed.
The shift away from Japan is a notable development, and further analysis will be needed to fully understand the underlying causes. However, the current trend suggests that Chinese tourists are increasingly seeking alternative destinations that offer a combination of affordability, favourable weather conditions, and appealing cultural experiences. The increased interest in Russia, in particular, warrants further observation, given the evolving geopolitical landscape.
The surge in outbound travel is expected to provide a significant boost to the tourism industries in the receiving countries, particularly Thailand and Russia. The increased spending by Chinese tourists will likely have a positive impact on local economies, supporting businesses and creating employment opportunities. The long-term implications of this shift in travel patterns remain to be seen, but the Chinese tourism market is undergoing a period of significant change.