Published on
September 19, 2025
France joins Japan, Spain, New Zealand, Italy, the UK, and more in attracting a surge of Chinese tourists during the Mid-Autumn Festival and National Day holidays due to the rise of visa-free travel policies and an increasing desire for immersive, off-the-beaten-path experiences. As more Chinese travelers look beyond traditional hotspots, countries like France are reaping the benefits of this shift in travel preferences, with Chinese tourists seeking unique adventures and cultural experiences that go beyond typical sightseeing. This year’s extended holiday period has become a prime opportunity for global destinations to cater to the growing demand for personalized travel experiences.
As the Mid-Autumn Festival and National Day holiday approach, a significant number of Chinese citizens are preparing for overseas trips, fueled by expanding visa-free travel policies and an increase in international flight options. This surge in travel not only reflects a desire for leisure and exploration but also points to a major shift in Chinese tourism preferences. More travelers are looking beyond the traditional hotspots to explore emerging destinations offering unique and immersive experiences. In this context, countries like France, Japan, Spain, New Zealand, and the UK are emerging as top contenders, attracting Chinese tourists who seek more diverse and enriching experiences during this peak travel period.
The Surge in Chinese Outbound Tourism
The Mid-Autumn Festival, which falls on September 29, and National Day, which starts on October 1, are among the most significant public holidays in China. These holidays typically trigger a surge in travel both within the country and abroad. In 2025, the combination of the two holidays results in an extended eight-day break, offering the perfect window for international travel.
A major factor behind the increase in outbound tourism is the changing nature of Chinese travel preferences. In recent years, Chinese travelers have shifted their focus from mass tourism and overcrowded destinations to more personalized, off-the-beaten-path locations that offer richer cultural and natural experiences. Destinations like France, Japan, Spain, New Zealand, and the UK have become top contenders for Chinese tourists, thanks to their blend of cultural heritage, unique landscapes, and immersive experiences.
One key trend that has contributed to this surge in outbound tourism is the increase in visa-free access to several countries, making it easier for Chinese citizens to travel without the usual bureaucratic hurdles. As more countries relax their visa requirements for Chinese citizens, international travel has become more accessible, further boosting the number of travelers heading abroad.
France: A Top Destination for Chinese Tourists
France, renowned for its culture, history, and cuisine, has always been a popular destination among Chinese tourists. However, during the Mid-Autumn Festival and National Day holidays, the country is witnessing a significant uptick in Chinese visitors. According to data from Airbnb, searches for properties in Paris, Nice, and Lyon have seen substantial growth compared to previous years.
The allure of France for Chinese tourists lies not just in its famous landmarks like the Eiffel Tower and Louvre Museum, but also in its offer of immersive cultural experiences. Many travelers from China are increasingly seeking authentic, local experiences such as wine-tasting in Bordeaux, exploring the art scene in Montmartre, or enjoying the charming streets of Provence. The mix of history, art, gastronomy, and scenic beauty makes France an ideal destination for Chinese tourists looking to make the most of their holiday.
Furthermore, France’s status as a cultural hub also appeals to young Chinese travelers who are eager to engage in experiential travel. These travelers seek not only sightseeing but also deeper cultural connections, such as attending local festivals, learning about French cuisine, or taking part in cultural workshops. With its beautiful landscapes, Michelin-starred restaurants, and rich history, France remains a top destination for Chinese travelers seeking an unforgettable holiday.
Japan: Still the Most Popular Choice
While new destinations are gaining traction, Japan remains the undisputed leader in attracting Chinese tourists, especially during the Golden Week holidays. According to recent data, searches for flights and accommodations in Japan have doubled, with particular interest in cities like Fukuoka, Takamatsu, and Osaka. The growth of interest in Japan is driven by several factors, including the country’s visa-free travel policies, the growing number of direct flights from China, and the continued popularity of Japan’s cultural and natural attractions.
The Mid-Autumn Festival and National Day holidays present a perfect opportunity for Chinese travelers to explore Japan’s rich cultural offerings, from the historic temples of Kyoto to the vibrant shopping districts of Tokyo. The country’s natural beauty, including its famous hot springs and scenic mountain areas, also continues to attract Chinese visitors looking for relaxation and rejuvenation.
Japan’s tourism authorities have taken steps to cater to the growing demand from Chinese tourists by offering more tailored services, including Mandarin-speaking guides, and ensuring that popular tourist spots are more accessible. As a result, Japan remains a go-to destination for Chinese travelers seeking a mix of modernity and tradition.
Spain and Italy: A Growing Appeal
While France leads the pack, other European countries like Spain and Italy are also seeing a notable rise in Chinese tourist arrivals during this holiday period. According to Airbnb, the number of searches for accommodations in Barcelona, Madrid, Rome, and Florence has more than doubled, reflecting the increasing appeal of Southern Europe among Chinese travelers.
The rise in popularity of Spain and Italy can be attributed to their unique cultural offerings, Mediterranean landscapes, and world-renowned cuisine. Spain, with its mix of historical sites, vibrant festivals, and beautiful beaches, has long been a favorite for tourists worldwide. However, it is only in recent years that Chinese travelers have begun flocking to cities like Barcelona and Seville, seeking out authentic experiences in local markets and flamenco performances.
Similarly, Italy’s rich history, art, and cuisine make it a perfect destination for Chinese tourists. The cities of Rome, Florence, and Venice continue to attract large numbers of travelers, but there is also growing interest in less-visited areas such as Tuscany and the Amalfi Coast. The blend of culture, history, and breathtaking scenery positions Italy as one of the top destinations for Chinese travelers looking for an immersive European experience.
New Zealand and the UK: Emerging and Established Favorites
New Zealand, known for its stunning natural landscapes and adventure tourism, has seen a dramatic rise in interest from Chinese travelers. Searches for flights to cities like Auckland and Wellington have surged as Chinese tourists seek out the country’s unique mix of outdoor adventures and cultural experiences. New Zealand’s status as a filming location for “The Lord of the Rings” series also adds an element of fantasy and allure, particularly for younger Chinese travelers.
Meanwhile, the UK continues to be a strong destination for Chinese travelers. London, in particular, remains a key draw due to its mix of modern attractions and historical landmarks. In addition to the traditional interest in sites like Buckingham Palace and the British Museum, Chinese tourists are increasingly looking for more specialized experiences, such as attending live performances in the West End or visiting local markets like Borough Market.
The UK’s continued popularity can also be attributed to its cultural influence and the growing number of direct flights between major Chinese cities and the UK. For Chinese travelers, the UK represents both an educational opportunity and a chance to engage with one of the world’s most influential cultural hubs.
Visa-Free Travel and Its Impact
One of the most significant changes influencing Chinese travel patterns is the rise of visa-free access to several countries. China has made substantial strides in implementing visa-free policies, creating new opportunities for travelers. According to reports from China Daily, China has seen a 52.1% year-on-year increase in visa-free foreign entries, with over 15 million entries recorded in the first eight months of 2025.
These visa-free arrangements have contributed significantly to the growth of outbound tourism. Countries that have streamlined visa requirements for Chinese tourists are now seeing a surge in arrivals, as Chinese travelers no longer need to navigate complex visa processes. The ease of access to popular destinations like Japan, South Korea, and various European countries has led to an explosion in demand during peak travel periods such as the Mid-Autumn Festival and National Day.
For travelers, the ability to visit countries without the need for visas simplifies the travel process and makes international travel more appealing. For many, it removes a significant barrier to exploring new destinations, whether for leisure, business, or cultural exchange.
A Shift in Chinese Travel Preferences
The rise of visa-free travel and the growing number of international flights are playing a major role in shaping Chinese tourists’ evolving preferences. Young professionals in China, particularly those aged 25 to 29, are leading the charge for more unique, off-the-beaten-path travel experiences. This demographic views travel as a lifestyle choice, not just a vacation, and is drawn to destinations that offer more than just tourist attractions. They are looking for immersive cultural experiences, opportunities for adventure, and places that allow them to capture authentic moments for social media.
As a result, destinations that offer both historical significance and unique experiences—such as exploring local villages, tasting regional cuisine, or engaging in outdoor activities—are becoming increasingly popular. Countries like France, Japan, and Italy are well-positioned to cater to these preferences, offering a rich combination of culture, history, and natural beauty.
The Future of Chinese Tourism
Looking ahead, the future of Chinese outbound tourism appears bright. With the country’s continued growth in visa-free access and the easing of travel restrictions, more Chinese travelers are expected to head abroad in the coming years. The shift in travel preferences—from mass tourism to more personalized, immersive experiences—will likely continue to shape the global tourism industry, with countries adapting to meet the needs of this growing market.
For travelers from India and other regions, the increase in visa-free access to destinations like France and Japan offers a unique opportunity to explore these countries with fewer barriers. As tourism continues to recover globally, the relaxed travel policies from China will likely lead to stronger cultural exchanges and deeper international ties, benefiting both the tourism sector and local economies around the world.
France joins Japan, Spain, New Zealand, Italy, the UK, and more in attracting Chinese tourists during the Mid-Autumn Festival and National Day due to the expansion of visa-free travel policies and a growing demand for immersive, unique travel experiences. This shift reflects Chinese travelers’ growing preference for less-traveled destinations offering authentic cultural encounters.
As Chinese travelers flock to destinations like France, Japan, Spain, and Italy this Mid-Autumn Festival and National Day, the global tourism landscape is undergoing a transformation. The combination of relaxed visa policies, increased international flight options, and changing travel preferences is reshaping how Chinese citizens engage with the world. With their eyes set on immersive experiences and off-the-beaten-path destinations, Chinese tourists are becoming key players in the global tourism economy, bringing new opportunities for countries to welcome visitors and showcase their unique offerings.
