Published on
October 4, 2025
During China’s Golden Week 2025, Japan has secured the top spot as the leading destination for Chinese tourists, driven by their preference for exclusive, high-end holidays. This surge in interest is largely attributed to Japan’s combination of luxurious offerings, cultural experiences, and favourable exchange rates, which have made premium travel more accessible. Additionally, Chinese tourists are increasingly seeking personalized, unique experiences, making South Korea and emerging destinations in Southeast Asia, such as Thailand and Vietnam, highly sought-after as well. The rise in demand for tailored travel experiences, including private services and cultural immersion, reflects a shift in the travel habits of Chinese tourists, who are prioritizing quality over quantity.
China’s “Golden Week 2025,” which aligns with the Mid-Autumn Festival, has sparked a massive increase in travel both within China and internationally. Japan remains the top destination for Chinese tourists, continuing its dominance in outbound tourism.
The Ministry of Transport estimates that 2.36 billion passenger trips will be made during the National Day week, from October 1 to 8, 2025. This marks a 3.2% increase in travel compared to the previous year, with an average of 295 million trips per day. The majority of these journeys will be made by road, with 1.87 billion car journeys expected to account for 80% of the total. The busiest travel day will be October 1, when passenger numbers are predicted to exceed 340 million.
Chinese travel platforms report a significant surge in both domestic and overseas travel intentions. Domestic travel has increased by 30% compared to the same period last year, while overseas travel has jumped by 40%. Searches for international destinations during Golden Week 2025 have doubled from the previous year, with Chinese tourists showing interest in a broader range of locations.
The luxury travel sector is also experiencing strong growth. Chinese tourists are increasingly willing to spend more on premium experiences, such as staying in four-star hotels and enjoying bespoke services. This shift indicates a rising demand for high-end travel options, with travelers seeking more personalized and luxurious experiences.
One of the most notable trends during Golden Week 2025 is the emergence of the “Joy Economy.” This concept reflects a growing desire among travelers to gain emotional value from their trips, seeking experiences that create lasting memories with family and friends. Travelers are also looking for photogenic spots, unique experiences, and opportunities for deeper cultural immersion. This shift highlights the changing expectations of Chinese tourists, who are now more focused on the emotional and experiential aspects of travel rather than just the destination itself.
Airbnb China reports that the ten most-searched international destinations for Golden Week 2025 include Japan, Italy, France, Spain, New Zealand, South Korea, Indonesia, Australia, the United States, and the United Kingdom. Japan continues to be the most popular destination, boosted by a favorable exchange rate that has led to a 15% drop in travel costs. This price drop has made Japan even more attractive to Chinese tourists looking for a premium travel experience at a more affordable price.
South Korea has also seen an uptick in Chinese travelers, largely due to a new visa policy that allows Chinese tourists traveling in groups of at least three to enter the country without a visa for up to 15 days. This policy, which runs from September 29, 2025, to June 30, 2026, is expected to attract more Chinese group tours to South Korea, which has traditionally been a popular short-haul destination for Chinese tourists.
Chinese travelers continue to favor long-haul and visa-free destinations. Southeast Asia remains a popular region, with Thailand, Singapore, and Malaysia drawing considerable interest. Thailand, in particular, has emerged as a favored destination due to its visa exemptions and family-friendly offerings. In addition, travel packages to Thailand and other Southeast Asian countries have become more affordable, with some tour routes priced 6% lower than in 2024.
Countries like Laos are also benefiting from the increased travel demand, with the China-Laos railway becoming an attractive travel option. Vietnam is seeing a boost in visitors as it enters its peak tourism season in October. Among long-haul destinations, Kazakhstan and Uzbekistan are gaining popularity, while South Africa has experienced a 30% increase in Chinese arrivals following the introduction of e-visas.
In the Middle East, destinations like Qatar and the United Arab Emirates are entering their peak travel season this month. Meanwhile, European destinations such as France, Switzerland, and Spain have become increasingly popular, with demand for group tours rising by 110%. Australia and New Zealand remain strong contenders, especially for family travelers.
Travel operators are taking advantage of the growing demand by focusing on offering premium, unique experiences to cater to the “Joy Economy.” Operators in countries like Thailand are adjusting their products to meet the evolving expectations of Chinese tourists. These include providing curated cultural experiences, offering high-quality photo opportunities, and ensuring that trips are immersive and shareable.
To meet this demand, travel companies are enhancing their offerings by promoting luxury services, such as private guides, private chefs, and exclusive transport options. With Chinese tourists willing to pay a premium for these experiences, operators can increase their profits by creating bespoke travel packages that align with these preferences.
In addition to offering premium experiences, travel operators must ensure that they are well-prepared for the increase in travelers. High crowd density during the Golden Week will require effective management of domestic transport systems and traffic flows. Tour operators must also work with local authorities to improve crowd-handling measures and ensure that tourists can easily access popular attractions. For destinations like Thailand, which are known for their natural beauty and cultural landmarks, operators should highlight scenic spots, wellness experiences, and cultural immersion activities that are most likely to resonate with Chinese visitors.
During China’s Golden Week 2025, Japan secures the top spot as Chinese tourists opt for exclusive, high-end holidays, driven by luxury offerings, cultural immersion, and favourable exchange rates, while South Korea and emerging destinations rise in popularity for their unique, bespoke travel experiences.
As the Golden Week 2025 approaches, both domestic and international travel is set to soar. With the rise of the “Joy Economy,” Chinese tourists are not only seeking new destinations but are also increasingly focused on enriching, memorable experiences. For travel operators, this represents an exciting opportunity to cater to this evolving market by offering more personalized, premium, and emotionally rewarding travel packages.
