Chinese New Year travel surges as solo trips replace group tours

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Chinese New Year travel surges as solo trips replace group tours

January 24 2025  |  Industry News

Chinese travel patterns show a decisive shift from pre-pandemic norms, with significant growth in regional markets and a notable pivot toward independent travel

According to ForwardKeys, the Lunar New Year period is witnessing unprecedented momentum in Chinese travel, both domestically and internationally. With projections indicating 9 billion domestic trips during the 40-day festival period starting January 14, 2025, the industry is seeing numbers that surpass pre-pandemic levels and signal evolving travel preferences.

The domestic travel landscape is dominated by self-driven journeys, accounting for 80% of all trips. Railway passengers are expected to exceed 510 million, while air travel is projected to accommodate more than 90 million travelers. Major cities including Beijing, Guangzhou, and Harbin are experiencing particularly strong demand, supported by an extended eight-day official holiday period from January 28 to February 4.

ForwardKeys data reveals a 48% year-on-year increase in outbound travel to Asian destinations, bringing numbers within striking distance of 2019 levels. Visa-free destinations are exceeding pre-pandemic performance, with Malaysia, Singapore, and the UAE showing growth of 41%, 26%, and 14% respectively compared to 2019.

Japan stands out as a particularly strong performer, doubling its Chinese visitor numbers compared to 2024 – a 20% increase over 2019 levels. This surge is largely attributed to the weakened yen, making Japan an increasingly attractive destination for Chinese travelers.

Shifting travel patterns

Perhaps the most significant trend is the transformation in how Chinese tourists travel. Solo travelers have increased 8% compared to 2019, while couple travel is up 6% for regional destinations. This shift toward independent travel comes at the expense of traditional group tours, which have seen a dramatic decline – down 44% for regional travel and 52% for long-haul journeys compared to 2019.

“The data clearly shows a fundamental shift in Chinese travel preferences,” says Adrian Bradshaw, an industry analyst tracking Asian travel patterns. “The modern Chinese traveler is increasingly confident in planning and executing independent trips, moving away from the organized tour model that dominated pre-pandemic.”

Long-haul recovery

Europe is experiencing substantial growth in Chinese visitors, with France leading at 35% growth over 2024, followed by the UK and Spain (both 32%), Italy (24%), and Germany (20%). North America’s accessibility has improved significantly, driven by increased seat capacity – up 165% to Canada and 42% to the USA compared to 2024.

Russia emerges as the strongest performer outside Asia, showing 30% growth from 2024 and exceeding pre-pandemic levels by 39%. This surge is attributed to the rising popularity of winter destinations, relaxed visa restrictions, and expanded flight capacity.

These trends suggest a maturing Chinese travel market that values flexibility and independence. The strong performance across both regional and long-haul destinations indicates a robust recovery, though one that looks markedly different from the pre-pandemic landscape.

With government initiatives supporting both domestic and international travel, including stimulus measures and promotion of winter tourism, the Year of the Snake is poised to mark a definitive turning point in Chinese travel patterns. The industry’s challenge now lies in adapting to these emerging preferences while maintaining the infrastructure to support this unprecedented mobility.

REGION Asia


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