In China, Spring Festival or the Chinese New Year marks the beginning of the new year and is traditionally a time for family reunions and remembrance of the deceased. It is a three-day holiday that started on Friday, offering Chinese tourists the perfect opportunity to embark on short trips abroad, thanks to visa-free policies, cost-effective flights, and tech-driven tools. One such destination is Jeju Island in the Republic of Korea. Visa-free destinations are a priority for Chinese tourists, as stated by Wang Liuqing, a white-collar worker from Taiyuan, capital of north China’s Shanxi Province. He chose Jeju Island for its unique features, such as its jelly-like sea and cherry blossoms, which have offered fantastic opportunities for photography. Wang Liuqing’s experience is not unique. On the social platform rednote, numerous Chinese tourists have shared their travel tips for Jeju Island, with over 1 million related posts. This showcases the growing interest in international travel among Chinese tourists. The latest booking data from the Chinese travel platform Tuniu shows that the number of outbound travelers during this year’s holiday is expected to reach a three-year high. As of 2025, over 80 countries and regions offer visa-free or visa-on-arrival entry to Chinese citizens. This has opened up new possibilities for Chinese tourists to explore the world. Several domestic travel apps have introduced AI solutions, offering customized international travel guides, personalized itineraries, and real-time ticket booking. This has made short trips more convenient than ever. Low-cost air tickets and efficient customs clearance have also contributed to the popularity of international travel. Online ticketing platforms show that direct flights from Beijing to cities like Hanoi and Bangkok, and from Shanghai to cities like Seoul and Osaka, all cost less than 1,000 yuan (about 140 U.S. dollars). “A budget-friendly trip sparks more passion for travel,” said Wang with Fliggy. This statement is supported by the fact that online ticketing platforms show that direct flights from major Chinese cities cost less than 1,000 yuan. According to Skift, a U.S. travel industry news site, China’s outbound tourism market is projected to surge to 200 million trips by 2028. This growth is attributed to the increasing willingness of Chinese tourists to pay for a better lifestyle during their trips. “Dai Bin, president of the China Tourism Academy, said that more Chinese tourists are now willing to pay for a better lifestyle — opting for good hotels, fine dining, and high-quality cultural performances during trips. These minor but exquisite, beautiful and heartwarming experiences with deep immersion will bring warmth and vitality to international destinations,” he emphasized. Key highlights of China’s global tourism trends include:
- Increasing demand for visa-free destinations
- Growing interest in customized international travel guides and personalized itineraries
- More Chinese tourists opting for good hotels, fine dining, and high-quality cultural performances
- Low-cost air tickets and efficient customs clearance contributing to the popularity of international travel
These trends showcase the evolving preferences and behaviors of Chinese tourists, and the growing importance of technology in facilitating their travel experiences. As the Chinese tourism market continues to grow, it is likely to have a significant impact on the global tourism industry.
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