The mood among travelers is shifting as the Chinese New Year approaches, reflecting the current economic climate. Many are choosing domestic travel or closer Asian destinations rather than venturing far abroad, as they had done pre-pandemic. According to research by the China Trading Desk, only 2.2 to 2.6 million Chinese tourists plan to travel internationally during the eight-day holiday commencing January 28, 2025. While this marks a 30% increase from last year, it remains significantly lower than the 6.3 million who traveled abroad before the pandemic.
Subramania Bhatt, CEO of China Trading Desk, notes, “Du khách Trung Quốc đang kén chọn hơn khi đi du lịch,” indicating travelers are now more selective about their travel expenditures. Previously known as the world’s top spenders, Chinese tourists are adapting their preferences, focusing on value and memorable experiences instead of lavish purchases.
Among those travelers, Chen Xing, who once regularly flew to Europe for ski holidays, has altered her plans due to stricter financial constraints. This year, faced with stagnant wages and reduced bonuses, she plans to travel to Osaka, Japan, on a tighter budget. “Điều này cho thấy tôi đang ở trong thời kỳ khó khăn,” she admits, planning to spend significantly less than her usual $10,000 for holiday trips.
The changing preferences highlight broader economic realities, as China's flight and hotel industries must readjust to lowered expectations. Domestic travel is becoming the primary option, with accessible locations including Southeast Asia, Japan, and South Korea attracting interest due to favorable exchange rates and lower total costs.
Travel data supports this trend: the online travel platform Fliggy indicates increasing preferences for destinations within roughly four hours flying from major Chinese cities. Around 75% of tourists have opted for last-minute bookings, which they leverage to take advantage of discounts closer to departure dates.
This year, air travel is projected to increase by almost 8% from the previous year, facilitated by nearly 90 million passenger trips anticipated during the peak travel season from January 14 to February 23. Nonetheless, this growth pales compared to the 51% rise seen last year as countries worldwide began to recover from COVID-19 restrictions.
With the upcoming Chinese New Year representing both celebration and reflection, many are adjusting their travel habits to align with the realities of the current economic environment. Increased vigilance about spending and the prioritization of local experiences over extravagant foreign trips are defining 2025's festive practices.