As China ushers in the Year of the Horse for the 2026 Lunar New Year, an extended nine‑day holiday beginning February 15 has ignited a massive surge in outbound tourism, marking one of the most significant travel movements the world has seen this year. Known as the Spring Festival — an annual celebration that traditionally ranks as the world’s largest human migration — this season’s Lunar Year Travel Boom is drawing millions of Chinese travelers to international destinations, reshaping global travel patterns and boosting markets far beyond China’s borders.
This year’s extended holiday, combined with shifting consumer preferences and evolving geopolitical circumstances, has created a unique travel landscape in 2026 — one in which warm climates, eased travel policies, and regional appeal are outpacing traditional tourism strongholds.
Record Travel Rush Expected
Chinese authorities are forecasting a record‑breaking 9.5 billion passenger trips over the 40‑day Spring Festival travel period, up from 9.02 billion in 2025. This massive travel movement encompasses both domestic homecomings and international departures.
The Spring Festival’s extended holiday this year — one day longer than usual — has given families more time to not only reunite domestically but also embark on overseas journeys that span short‑haul regional trips to long‑haul adventures in Europe and Australia.
Many analysts attribute the surge to a growing prioritization of experiences over material purchases among Chinese consumers, even amid economic uncertainties and a prolonged property market downturn that has dampened domestic sentiment.
Top Destinations: Warm Climes and Visa‑Free Travel
Thailand Reclaims Top Spot
Thailand has emerged as the most popular overseas destination for Chinese travelers during this year’s Lunar New Year break. Travel agencies and booking platforms report robust interest in Bangkok, Phuket, Pattaya, and other resort areas, largely driven by Thailand’s warm tropical climate — a striking contrast to China’s winter cold.
Although Thailand’s inbound tourism from China had faced slower growth earlier in the year, the Lunar New Year period has brought renewed attention as vacationers seek sun, beaches, and relaxation. This rebound is also supported by expanded flight capacities and competitive airfares.
Russia’s Visa‑Waiver Boost
One of the most remarkable developments in the Lunar Year Travel Boom is the surge in Chinese tourism to Russia. More than doubling over last year’s levels, this increase follows Moscow’s December 2025 decision to waive visa requirements for Chinese visitors — a move that dramatically lowered barriers and increased the convenience of visiting Russian cities such as Moscow and St. Petersburg.
Research experts anticipate that this trend will continue “for the rest of the year,” as the relaxed policy encourages deeper travel engagement between the two nations.
Australia’s Long‑Haul Appeal
Australia has also benefited significantly from the Lunar Year Travel Boom. Flight capacity on long‑haul routes to Australia has increased, and visits have more than doubled year‑over‑year, according to major booking platforms.
The country’s appeal lies in its summer weather, expansive natural landscapes, and high‑quality tourism infrastructure — all of which make it a compelling destination for Chinese holidaymakers seeking longer, more immersive experiences.
South Korea’s Rising Popularity
South Korea is another key beneficiary of the outbound tourism surge. Prior to the Lunar New Year period, South Korea overtook Japan in outbound travel bookings, driven by visa ease, robust flight schedules, and regional proximity.
Hotel and flight reservations in Seoul and other Korean destinations have soared, reflecting strong consumer demand for both short‑haul travel and multi‑city itineraries that explore Korean culture, shopping districts, and seasonal attractions.
The Decline of Japan as a Chinese Favorite
In contrast to the destinations above, Japan has experienced a sharp decline in Chinese visitors during this Lunar Year Travel Boom. Flights between China and Japan were down nearly 49.2 % compared to last year’s period, with many routes canceled and safety warnings issued by Chinese authorities.
This steep drop comes amid broader diplomatic tensions between Beijing and Tokyo, which have influenced travel sentiment and government advisories. As a result, Japan — which had been a preferred destination for Chinese tourists in previous years — has seen a significant loss of appeal during this high‑travel season.
Shifting Consumer Behavior and Travel Preferences
Beyond geopolitical and policy factors, the Lunar Year Travel Boom reflects deeper shifts in Chinese consumer behavior. After years of pandemic disruption and slow economic growth, Chinese travelers are now prioritizing experiences that combine leisure, cultural immersion, and adventure.
Data from travel analysts shows that outbound flight bookings are up significantly — for example, one industry report found outbound flight volumes and hotel reservations have increased sharply compared to last year.
This pattern indicates not only a rebound in confidence but also greater emphasis on quality travel and diversified itineraries that include both classic hotspots and emerging global destinations.
Impact on Tourism Markets Worldwide
The Lunar Year Travel Boom has profound implications for global tourism economies. Southeast Asian destinations like Thailand and South Korea benefit from increased visitor spending on hotels, dining, tours, and retail. Europe and Australia are similarly seeing gains as direct flight capacity rises and holidaymakers opt for longer stays.
Tour operators and hospitality businesses are scaling up services to meet demand, while airlines have increased international seat capacity by nearly 9 % over last year.
However, not all markets thrive equally. Countries affected by diplomatic tensions or safety advisories — such as Japan — are facing a potential downturn in tourist spending, prompting industry stakeholders to reassess marketing strategies and travel incentives.
Beyond the Holiday: Long‑Term Trends
The 2026 Lunar New Year surge is not merely a one‑off travel event — it underscores broader trends shaping global tourism. China’s continued reopening to the world, combined with expanding visa‑waiver programs and rising affluence among middle‑class travelers, suggests that Chinese outbound tourism will remain a major driver of international travel demand in 2026 and beyond.
Moreover, the tourism industry is paying close attention to how young travelers — particularly first‑time outbound tourists — may reshape destination preferences and spending patterns through their strong appetite for experiences over traditional package tours.
The Lunar Year Travel Boom of 2026 has unleashed one of the most expansive Chinese outbound tourism waves in recent memory, with destinations like Thailand, Russia, South Korea, and Australia seeing soaring arrivals. Meanwhile, Japan’s fall in popularity highlights how geopolitical and safety concerns can swiftly alter travel patterns. These trends illustrate a dynamic, evolving travel ecosystem shaped by policy changes, shifting consumer priorities, and the enduring allure of global exploration.
This article integrates reporting from global news agencies and travel market analyses on the 2026 Chinese Lunar New Year travel surge, including destination trends, policy influences, airline data, and consumer behavior insights.
