Digital Transformation in Chinese Tourism: What It Means for Destinations like Singapore and Thailand, Here’s All You Need to Know
Published on
November 1, 2025
Recent years have seen shifts in the traits that define the Chinese tourist, but some historical characteristics still influence China’s outbound travel. Besides the evolution of travel preferences, the historical traits continue to be influential in defining the tourist’s engagement. The impact of changes in this market on the world’s travel destinations, travel service providers, and the overall tourism economy is considerable.
Chinese Outbound Tourism: A Rising Power
China has long been a dominant force in global tourism, and recent figures highlight its continued growth. In 2024, Chinese tourists spent a total of $250.6 billion abroad, a 30 percent increase over previous years, surpassing pre-pandemic spending levels. This solidifies China’s position as the world’s largest spender in international tourism. In 2023, China also became the largest overseas tourism market, with 101 million outbound travellers contributing $196.5 billion in spending.
This upward trajectory reflects not only a post-pandemic recovery but also an ongoing shift in the preferences and behaviours of Chinese tourists. The recovery of international travel, alongside improved visa policies and restored airline capacity, is expected to help the outbound tourism market return to 90 percent of pre-2019 levels by late 2024, with a full recovery anticipated by early 2025.
Evolving Destinations: Northeast Asia Takes the Lead
While the Chinese tourist’s travel patterns have evolved, the destinations they frequent remain largely consistent. Traditional favorites such as Macau, Hong Kong, Japan, South Korea, Thailand, and Singapore continue to top the list of preferred destinations. The shift, however, is in the regions that now dominate Chinese travel preferences. Northeast Asia has overtaken Europe as the most popular region for Chinese travellers, reflecting the changing dynamics of travel interests in the post-pandemic world.
This shift in destinations can be attributed to several factors, including geographic proximity, affordability, and increasingly seamless travel experiences. Chinese tourists are gravitating towards destinations that offer ease of travel and digital connectivity, which are becoming key considerations in their travel choices.
The Role of Digital Visibility in Destination Popularity
As Chinese tourists become more digitally savvy, the visibility and accessibility of destinations in digital spaces have become a crucial factor in their decision-making. Destinations that are widely visible on Chinese social media platforms and integrated with digital payment systems such as Alipay and WeChat see higher appeal. For example, Singapore’s widespread use of cashless payments and its seamless digital ecosystem make it particularly attractive to Chinese tourists. Destinations with efficient airport services, digital platforms, and ease of travel are more likely to remain top-of-mind for Chinese tourists in the future.
According to industry experts, the enduring appeal of these destinations is not just based on culture or cuisine; it is largely due to their perceived safety, ease of travel, and consistent digital visibility. This trend underlines the growing importance of technology in shaping travel decisions.
The Shift to Independent Travel
While group travel has traditionally been the norm for Chinese tourists, especially among older generations or first-time travellers, there is a clear shift towards independent travel. Younger generations are increasingly seeking self-guided experiences, driven by a desire for more personalized and flexible trips. Despite this, group and family travel remain popular, particularly among older or more traditional travellers. Multi-generational trips, where family members of different ages travel together, are still a common feature of Chinese outbound tourism.
This change can be attributed to a growing preference for more customized and immersive travel experiences. However, even among independent travellers, there remains a strong desire for a seamless travel experience, where ease of booking, efficient transportation, and convenient payment systems are highly valued.
The Enduring Importance of “Face” and Social Status
One of the most enduring characteristics of Chinese tourists is the concept of “face”, which is closely tied to social status. Traditionally, this was expressed through conspicuous luxury spending, such as purchasing expensive goods abroad. However, in recent years, the manifestation of “face” has shifted from material goods to unique and exclusive experiences.
For modern Chinese tourists, social status is now more likely to be signified by the experiences they share with their networks. “Instagrammable” moments, where travellers capture and share unique or luxurious experiences on platforms such as Xiaohongshu (Little Red Book), are one way to showcase a sophisticated and well-travelled lifestyle. The trend underscores a shift from the desire for physical possessions to the pursuit of memorable, shareable experiences.
The Impact of Technology on Chinese Tourism
The integration of technology into travel has become a hallmark of modern Chinese tourism. Platforms like WeChat, Alipay, and Xiaohongshu play a central role in the travel planning and decision-making process. From booking hotels and flights to paying for meals and experiences, Chinese tourists rely heavily on digital platforms for a seamless and hassle-free journey.
The widespread use of mobile apps also underscores a preference for a fully integrated digital experience. Whether it’s accessing tourist information, using mobile payment systems, or sharing travel experiences on social media, technology is central to the modern Chinese traveller’s experience.
Inbound Tourism: A Resurgence in Domestic Travel
While outbound travel continues to be a significant aspect of Chinese tourism, the domestic tourism market is also experiencing a strong resurgence. Following the pandemic, there has been a significant increase in visits to domestic tourist attractions, with 3.27 billion trips recorded in the first half of this year, marking a 20.6 percent increase compared to the previous year. The growth has been particularly strong in rural areas, where tourism from the countryside has seen a 30.6 percent rise.
Government investment in infrastructure and the introduction of visa-free entry for citizens of dozens of countries have contributed to this surge. Cities like Shanghai, Beijing, and Chengdu have seen notable increases in foreign visitors, driven by new policies designed to ease travel.
The Future of Chinese Tourism: A Global Influence
As China’s tourism sector continues to evolve, its impact on global tourism cannot be overstated. The increasing sophistication of Chinese travellers—who are becoming more mature, discerning, and digitally savvy—means that the trends emerging within China’s outbound tourism market are often indicative of broader global shifts.
From the growing importance of seamless digital experiences to the rise of personalized travel, Chinese tourists are leading the way in shaping global tourism trends. As their preferences evolve, the impact on destinations around the world will become even more pronounced, with those that adapt to these changes likely to reap the rewards.
An Evolving Market with Enduring Influence
Although there may have been some changes in the characteristics of Chinese tourists, some attributes still remain. For instance, their substantial disposable income, preference for effortless journeys, and the quest for novel and Instagram-worthy moments continue to shape the global tourism industry. With the maturing and evolving of the market, the lessons from the outbound and inbound tourism of China will remain useful to the world and assist in meeting the burgeoning needs of the most prominent tourist clientele in the world.
