More tourists are expected to travel overseas during next week’s extra-long Lunar New Year break, with top destinations ranging from Russia and Australia to Thailand and South Korea, travel agencies say, but Japan has lost some sheen.
The Lunar New Year is one of China’s longest holidays, running for nine days this year from Feb 15, or a day longer than usual, to usher in the Year of the Horse in the Chinese zodiac.
Millions traditionally head home for family reunions during this time, boosting spending in shops, cinemas and restaurants as families nationwide and overseas celebrate together.
China expects a record 9.5 billion passenger trips during the accompanying 40-day travel rush, up from 9.02 billion last year, as officials hope this year’s longer event spurs more holidaymakers to make domestic visits or venture abroad.
“Thailand has returned to being the top outbound destination thanks to its weather, when most parts of China remain cold,” said Zhou Weihong of Shanghai-based Spring Tour.
Studies show Chinese consumers are prioritising spending on experiences, with consultants McKinsey’s saying “Consumers appear to have quietly moved on ... highlighting deeper shifts in how China consumes.”
Bookings to Russia on its platform have more than doubled from last year, as have trips to northern Europe.
“For the rest of the year, we’ll probably see increased Chinese travel to Russia,” said Sienna Parulis-Cook, marketing and communications director of Dragon Trail Research.
China’s largest travel booking site, Trip.com Group, said a rebound in long-haul travel has driven up visitors to Australia by more than 100% over the year-earlier period.
But for other destinations, the picture is not all rosy.
Simmering political tension with Japan has eroded its appeal for Chinese visitors, who normally made it a top choice.
Flight data for 2026 shows travel to Japan has dropped sharply amid the strained ties and China’s safety warnings to its travellers. — Reuters
