Chinese Tourists Shift Toward Russia and Thailand as Japan Sees Cooling Demand
Travel patterns adjust amid currency movements, visa policies and shifting geopolitical sentiment
Chinese outbound tourism patterns are showing a marked shift, with Russia and Thailand emerging as increasingly popular destinations while demand for Japan softens compared with earlier peaks.
Travel industry data and booking platforms indicate that tour group reservations and independent travel enquiries for Russia and Thailand have risen sharply in early 2026, reflecting a combination of favourable visa arrangements, currency dynamics and evolving consumer preferences.
Thailand has continued to benefit from streamlined entry procedures and expanded flight capacity, reinforcing its reputation as one of the most accessible destinations for Chinese visitors.
Tourism operators report strong bookings around major holiday periods, supported by competitive pricing and targeted promotional campaigns.
The Thai government’s sustained efforts to facilitate travel, including visa waivers and digital entry systems, have been credited with sustaining high visitor volumes.
Russia has also seen growing interest, particularly in cities such as Moscow and St Petersburg.
Industry analysts attribute the trend in part to expanded air links and tour packages tailored to Chinese travellers, alongside strategic cooperation in tourism promotion between the two countries.
For many travellers, the appeal lies in relatively lower costs and the novelty of less saturated destinations.
In contrast, Japan’s inbound tourism from China has experienced a moderation following a strong rebound in previous years.
Market observers cite a mix of factors, including exchange-rate fluctuations, travel cost considerations and shifts in consumer sentiment.
While Japan remains a major destination for Chinese tourists overall, the pace of new bookings has cooled relative to other regional options.
The rebalancing underscores how outbound tourism from China is becoming more diversified as travellers respond quickly to policy changes, pricing conditions and diplomatic atmospheres.
For host economies, the trend highlights the importance of visa facilitation, connectivity and sustained engagement in capturing a share of one of the world’s largest travel markets.
Travel industry data and booking platforms indicate that tour group reservations and independent travel enquiries for Russia and Thailand have risen sharply in early 2026, reflecting a combination of favourable visa arrangements, currency dynamics and evolving consumer preferences.
Thailand has continued to benefit from streamlined entry procedures and expanded flight capacity, reinforcing its reputation as one of the most accessible destinations for Chinese visitors.
Tourism operators report strong bookings around major holiday periods, supported by competitive pricing and targeted promotional campaigns.
The Thai government’s sustained efforts to facilitate travel, including visa waivers and digital entry systems, have been credited with sustaining high visitor volumes.
Russia has also seen growing interest, particularly in cities such as Moscow and St Petersburg.
Industry analysts attribute the trend in part to expanded air links and tour packages tailored to Chinese travellers, alongside strategic cooperation in tourism promotion between the two countries.
For many travellers, the appeal lies in relatively lower costs and the novelty of less saturated destinations.
In contrast, Japan’s inbound tourism from China has experienced a moderation following a strong rebound in previous years.
Market observers cite a mix of factors, including exchange-rate fluctuations, travel cost considerations and shifts in consumer sentiment.
While Japan remains a major destination for Chinese tourists overall, the pace of new bookings has cooled relative to other regional options.
The rebalancing underscores how outbound tourism from China is becoming more diversified as travellers respond quickly to policy changes, pricing conditions and diplomatic atmospheres.
For host economies, the trend highlights the importance of visa facilitation, connectivity and sustained engagement in capturing a share of one of the world’s largest travel markets.
