Chinese tourists showed greater enthusiasm for overseas travel during the 2026 National Day holiday, with destinations ranging from neighboring Asian countries to longer-haul locations in Europe, Australia, and New Zealand. Travelers displayed more interest in diverse itineraries, extended stays, and multi-destination trips.
South Korea emerged as a top choice, with 20.1% of surveyed Chinese tourists planning to visit, compared to 6.6% for Singapore. Retailers there saw increased spending, including a 66% rise at New World Department Store from the previous week. Thailand also benefited, with 133,900 Chinese visitors between September 27 and October 3, a 41.98% increase from the previous month.
Malaysia saw high hotel occupancy rates in Penang and Sabah, expected to exceed 80% due to the holiday surge. Overall, bookings for multi-destination travel increased by 84%, and flight bookings rose for popular spots like Jeju, Cebu, and Phuket.
For travelers, this trend indicates that Asian destinations are actively courting Chinese tourists with discounts and incentives, potentially leading to more competitive offers and enhanced services in these markets.
