Published on
September 19, 2025
UK, US, Australia, Italy, France, Spain, South Korea, Indonesia, and New Zealand are seeing a significant rise in young Chinese travelers seeking unique and immersive experiences. As outbound tourism from China continues to surge, particularly among those aged 25 to 29, these destinations are becoming increasingly popular for their cultural depth, natural beauty, and off-the-beaten-path allure. Shift towards more personalized travel reflects a growing desire for meaningful connections and adventures beyond traditional tourist hotspots. This increase is fueled by expanded visa policies and more international flight options, offering young Chinese tourists the opportunity to explore diverse and enriching destinations around the globe.
As the Mid-Autumn Festival and National Day holiday approach, a significant number of Chinese travelers are preparing to embark on international vacations. This surge in outbound tourism is largely driven by favorable factors such as expanded visa-free policies and the rise of international flight options, making it easier and more affordable for travelers to explore new destinations. What sets this year apart, however, is the shift in travel preferences, with a growing emphasis on unique and immersive experiences, rather than the traditional well-known destinations that Chinese tourists have historically flocked to.
According to data from Airbnb, a leading U.S.-based lodging platform, there has been a noticeable increase in Chinese users searching for outbound stays between September 27 and October 8, showing a nearly twofold rise compared to the same period last year. This sharp increase in interest highlights the changing dynamics of Chinese tourism, where travelers are now focusing more on less-explored, niche destinations, as well as culturally rich and immersive travel experiences. With more flexible visa policies and an increased number of international flights, these trends are likely to continue well beyond the holiday period.
Popular destinations during the Golden Week holiday include Japan, Italy, France, Spain, New Zealand, South Korea, Indonesia, Australia, the United States, and the United Kingdom. However, one key trend emerging from the data is that Chinese travelers are gradually shifting away from traditional tourist hubs and instead turning their attention toward emerging destinations, driven by their desire for more personal and enriching travel experiences. Japan, for example, remains one of the top choices, but the rise in searches for lesser-known destinations like Fukuoka and Takamatsu highlights a departure from the typical focus on cities like Tokyo and Osaka.
The trend of seeking out more intimate, off-the-beaten-path destinations is particularly prevalent among younger Chinese travelers, especially those aged 25 to 29. This demographic is increasingly viewing travel as an essential part of their lifestyle, placing a strong emphasis on authenticity and personal connection when choosing travel experiences. Instead of simply ticking off landmarks, these young professionals are drawn to destinations that offer cultural immersion, scenic beauty, and memorable encounters. The desire for unique experiences is further fueling a surge in interest for European countries like Italy, Spain, and France, with searches for these destinations more than doubling year-on-year.
Beyond cultural and historical landmarks, natural beauty is another major driver for Chinese travelers in 2025. Destinations known for their scenic landscapes and natural wonders are seeing significant growth. Searches for Okinawa’s tropical beaches in Japan and Phu Quoc island in Vietnam have both experienced over twofold and sevenfold increases respectively, compared to the previous year. These spots are particularly attractive to travelers seeking tranquil and picturesque environments where they can unwind and capture beautiful memories, far from the crowded, commercialized tourist areas.
In particular, the rise of niche destinations in Russia is noteworthy. Russia has become one of the emerging long-haul favorites among Chinese travelers. Following the introduction of a new policy that allows Russian passport holders to enter China without a visa for a year, there has been a significant surge in interest toward Russian cities. Searches for Moscow, for example, have increased 3.3 times month-on-month during the first week of September and nearly quadrupled compared to the same period last year. Booking numbers on travel platforms like Trip.com Group have also surged, with a 20 percent month-on-month rise and an 80 percent year-on-year increase in bookings. Russia’s growing appeal as a tourist destination can be attributed to this new visa policy, which is expected to further boost tourism between the two countries.
In addition to emerging long-haul destinations like Russia, short-haul destinations within East Asia and Southeast Asia remain favorites for Chinese tourists during the Golden Week holiday. According to travel platform Tongcheng Travel, searches for international flight tickets during this period have risen by over 60 percent year-on-year, with regional destinations topping the list. Popular short-haul options include destinations in Japan, South Korea, and Southeast Asia, where Chinese travelers can enjoy vibrant cultures, delicious food, and rich traditions, all without venturing too far from home. These destinations are becoming increasingly popular for their convenience, affordability, and the availability of culturally immersive experiences.
A significant part of the current travel trend among Chinese tourists is their growing preference for destinations that offer unique photo opportunities. Many travelers are now choosing places that will allow them to capture their experiences in a way that stands out from traditional tourist snapshots. A traveler planning a 10-day trip to Italy, for example, has expressed a desire to visit Lake Como, known for its breathtaking natural beauty, which offers an excellent backdrop for photography. For many travelers, the ability to capture personal memories in such iconic settings has become an essential aspect of their travel experience.
This increased demand for immersive and unique travel experiences is changing the landscape of Chinese outbound tourism, shifting it away from crowded cities and over-explored landmarks toward hidden gems and authentic destinations. Whether it’s the appeal of European countries with rich historical backgrounds or the allure of tropical beaches and scenic spots in Asia, Chinese travelers are now seeking more than just typical vacations—they are looking for authentic, enriching experiences that allow them to connect more deeply with the places they visit.
UK, US, Australia, Italy, France, Spain, South Korea, Indonesia, and New Zealand are experiencing a surge in young Chinese travelers seeking unique, immersive experiences. This shift is driven by a growing preference for off-the-beaten-path destinations and personalized travel, fueled by expanded visa policies and increased international flight options.
As the trends continue to evolve, it’s clear that Chinese outbound tourism is undergoing a transformation. Travelers are no longer content with simply following the well-worn paths of mass tourism. Instead, they are looking for fresh, unique destinations that allow them to engage with local cultures, enjoy nature’s beauty, and create lasting memories. With the expansion of visa-free travel options and the growing availability of international flights, this trend is likely to continue well into the future, offering exciting new opportunities for both travelers and destinations alike.
