As winter approaches and travel plans are reshuffled across East Asia, a striking shift is underway among Chinese tourists. On November 17, 2025, China’s Ministry of Culture and Tourism issued a renewed travel alert, urging citizens to avoid trips to Japan. The announcement, reported by Sanxiang Metropolis Daily and The Paper, triggered an immediate and dramatic realignment in the favored destinations for outbound Chinese travelers. South Korea, once trailing behind Japan in popularity, has now surged to the top spot, becoming the new darling of Chinese outbound tourism.
According to the latest booking data from Qunar, a leading travel platform, South Korea emerged as the number one international destination for Chinese travelers over the weekend of November 15-16, 2025. The numbers are telling: not only did South Korea top the list for international flight bookings, but it also led in search volumes for overseas trips. The South Korean capital, Seoul, was the most searched city, outpacing other major destinations such as Bangkok, Hong Kong, Singapore, Kuala Lumpur, Macau, Sydney, and Bali. In fact, Singapore, Sydney, and Bali each saw week-on-week search growth of over 10%—a sign that Chinese travelers are rapidly broadening their horizons.
But why the sudden pivot away from Japan, and what does this mean for the broader travel landscape? The answer lies in a confluence of official advisories, traveler anxieties, and the nimble response of both tourists and the travel industry. After the Chinese government’s alert, many travel agencies across the country, especially in Shanghai, reported a flurry of cancellations for group tours to Japan. One travel agency insider told The Paper that more than 60% of their Japan-bound groups had already withdrawn, and a significant number of flight tickets had also been canceled. For tour groups scheduled to depart after December 5, 2025, agencies announced that full refunds would be available without penalties. Those set to leave on or before December 4 could apply for ticket refunds according to government policies, though local service and visa fees might still apply.
Travel agencies have scrambled to reassure clients and minimize disruptions. In a statement, New Ideal Travel and Dongbei Wang Tourism advised, “For groups departing on or before December 4, if you still wish to proceed with your original itinerary, we will make every effort to coordinate resources, strengthen safety and reception guarantees, and ensure the safety and quality of service for your group. If you choose to cancel, please be aware that some local service costs may still apply, and cancellation losses could be significant. We recommend you wait patiently as we negotiate with local partners for better refund options.”
With Japan suddenly off the radar for many, Chinese tourists have turned their attention to a range of alternative destinations. South Korea’s proximity, cultural appeal, and well-developed tourism infrastructure made it a natural first choice. But the data also reveal a growing appetite for diversity. Thailand, Hong Kong SAR, Malaysia, Singapore, Vietnam, and Indonesia have all seen elevated booking volumes, cementing their status as perennial favorites. Meanwhile, some previously under-the-radar destinations are experiencing a boom. For example, Sri Lanka saw a 36% jump in flight bookings, while Uzbekistan bookings rose by 21% compared to the previous week. Cambodia, too, reported a steady increase in interest.
Yang Fan, a data analyst at the Qunar Big Data Research Institute, explained the trend: “From now through the end of 2025, demand for off-peak outbound travel among Chinese tourists remains strong. Many travelers who originally planned to visit Japan are shifting to other destinations, making their choices more diverse. South Korea has now replaced Japan as the most popular outbound destination, while nearby places like Hong Kong, Macau, and cost-effective Southeast Asian countries such as Thailand, Vietnam, and Malaysia continue to attract high interest.”
This diversification is not just a statistical blip; it reflects a broader transformation in Chinese travel preferences. In recent years, outbound Chinese tourism has grown more adventurous and less predictable. While Japan had long been a favorite thanks to its cuisine, shopping, and cultural sites, recent diplomatic tensions and safety advisories have prompted many to reconsider. At the same time, the robust infrastructure and welcoming policies of destinations like South Korea and Thailand have made them increasingly attractive alternatives.
The ripple effects are being felt across the travel industry. Airlines and travel agencies are quickly adjusting their offerings, promoting new packages and routes to meet the shifting demand. Some agencies are even encouraging customers to delay cancellations, hoping that negotiations with local partners in Japan might yield better refund terms. Others are highlighting the safety and value of alternative destinations, emphasizing flexible booking policies and enhanced travel protections.
For travelers, the changes have brought both challenges and opportunities. Those who had their hearts set on cherry blossoms in Kyoto or sushi in Tokyo now find themselves weighing the merits of Seoul’s street food, Bangkok’s temples, or Bali’s beaches. While some express disappointment, many are embracing the chance to explore new places. The surge in bookings to destinations like Sri Lanka and Uzbekistan suggests a growing curiosity and willingness to venture beyond the usual hotspots.
It’s not just about leisure, either. The shift has implications for business travel, cultural exchange, and even regional diplomacy. As Chinese tourists redirect their spending, economies that rely heavily on tourism are taking note. South Korea, in particular, stands to benefit from the influx, with local businesses and tourism officials eager to welcome the new wave of visitors. Meanwhile, Japan’s travel industry faces the prospect of a significant downturn, at least in the short term, as it grapples with the fallout from the cancellations.
Looking ahead, analysts expect the trend toward diversification to continue. As Yang Fan observed, “The demand for outbound travel among Chinese tourists remains robust, and we anticipate that travelers will continue to seek out new and varied experiences. The current environment is prompting many to look beyond traditional favorites and discover destinations they might not have considered before.”
For now, the message is clear: the map of Chinese outbound tourism is being redrawn in real time. Whether this shift proves temporary or marks a lasting change in travel habits remains to be seen. One thing is certain, though—Chinese travelers are on the move, and the world is watching where they’ll go next.