[YARI Data Snapshot] Where Did All the Chinese Tourists Go?

Where Did All the Chinese Tourists Go? 🇨🇳✈️

China's outbound tourism market has recovered to 146 million travelers in 2024, reaching 94% of its pre-pandemic level. As outbound travel rebounds, competition among Asian destinations to attract Chinese visitors is intensifying.

In 2025:

• 🇯🇵 Japan remained the largest destination with 9.10M Chinese visitors.

• 🇰🇷 South Korea moved ahead of Thailand, attracting 5.48M Chinese visitors in 2025.

• 🇻🇳 Vietnam posted the strongest growth (+41.3%), while Thailand experienced the steepest decline (−33.6%).

What explains these shifts in travel patterns?

In Yanolja Research Insights Vol.42, we examine the changing competitive landscape of Asian tourism and analyze how Chinese travelers perceive Seoul and Busan compared with other major destinations across Asia.

🔗 Read the full report: Vol.42 Seoul and Busan as Experienced by Chinese Tourists

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