Caixin Weekly | Southeast Asia's Inbound Tourism Heats Up (AI Translation)
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文｜财新周刊 杨敏 发自新加坡，文思敏 发自中国香港
By Yang Min for Caixin Weekly, reporting from Singapore, and Wen Simin, reporting from Hong Kong, China.
文｜财新周刊 杨敏 发自新加坡，文思敏 发自中国香港
By Yang Min, Caixin Weekly, reporting from Singapore, and Wen Simin, reporting from Hong Kong, China
在位于吉隆坡的马来西亚国际贸易展览中心（MITEC）内，2025年马来西亚国际旅游展（MITM Travel Fair）人潮如织，上海、重庆、北京、张家界等中国城市在巨幅海报上占据着不小的位置。比起欧洲旅行团动辄上万林吉特（约合人民币1.64万元）、日本北海道近7000林吉特的价格，不到4000林吉特就能在成都、九寨沟和峨眉山玩上八天，中国线路的性价比可见一斑。
At the Malaysia International Trade and Exhibition Centre (MITEC) in Kuala Lumpur, the 2025 MITM Travel Fair is bustling with crowds. Chinese cities like Shanghai, Chongqing, Beijing, and Zhangjiajie are prominently featured on large posters. Compared to European tour packages, which often cost over 10,000 MYR (approximately 16,400 RMB), or trips to Hokkaido, Japan approaching 7,000 MYR, a tour of Chengdu, Jiuzhaigou, and Mount Emei for under 4,000 MYR offers a clear value advantage.
重庆大型旅行社百腾国旅负责人孟源现场观察发现，中国旅游是最受当地人欢迎的，“参展的所有旅行社中，全部推出了重庆线路，我们判断2025年入境游会继续蓬勃向上”。2024年，百腾国旅接待了大约4万名外国游客，比起疫情前增加了近2倍，来自东南亚的旅客占比高达七成，比疫情前翻了1倍，但受限于航空运力、地缘政治等因素的影响，欧美游客仅恢复到疫情前的一成左右。
Meng Yuan, director of Chongqing's major travel agency Bai Teng International Travel, observed on-site that tourism in China is the most popular among locals. "All the travel agencies participating in the exhibition offered Chongqing routes. We predict that inbound tourism will continue to flourish in 2025." In 2024, Bai Teng International Travel received approximately 40,000 foreign tourists, nearly doubling the pre-pandemic figures. Travelers from Southeast Asia accounted for as much as 70%, doubling the pre-pandemic percentage. However, constrained by factors such as airline capacity and geopolitical issues, tourists from Europe and the United States have only recovered to about 10% of the pre-pandemic level.
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- The 2025 MITM Travel Fair in Malaysia highlighted China's competitive tourism offerings, with Southeast Asian tourists driving a surge in bookings. Chongqing, Chengdu, and other Chinese cities see increased interest, aided by China's expanded visa-free policies since 2024.
- Inbound tourism from Southeast Asia soared, while European and U.S. tourism remains limited. Visa waivers for ASEAN countries enhance accessibility, making cities like Xishuangbanna key entry points.
- Initiatives in Hong Kong and mainland China aim to attract diverse tourist groups, including Muslim-friendly services. Social media influence and infrastructure appeal boost China's profile as a travel destination for Southeast Asians.
The 2025 Malaysia International Trade and Exhibition Centre (MITEC) in Kuala Lumpur witnessed bustling activity with a prominent presence of Chinese cities like Shanghai, Beijing, and Zhangjiajie at the MITM Travel Fair. Chinese tourism offers cost-effective options compared to European tours and Japan, making destinations like Chengdu and Mount Emei attractive.[para. 1]
Meng Yuan, from Chongqing travel agency Bai Teng International Travel, noted China's popularity in Southeast Asia, evidenced by a surge in inbound tourism to pre-pandemic figures. Southeast Asian tourists made up 70% of Bai Teng's customer base in 2024, despite limited recovery from Europe and the USA.[para. 1]
A report by Huatai Securities highlighted explosive growth in China's inbound tourism due to expanded visa-free policies, cost-effectiveness, and increased global travel demand. Foreigners visiting China rose by 82.9% in 2024, reaching 64.88 million.[para. 2]
The National Immigration Administration's visa-free policies contributed significantly to this growth, particularly for ASEAN tourists. Policies like group travel waivers in Xishuangbanna and more extensive visa-free agreements broadened opportunities for inbound tourism, expanding potential audiences beyond solo travelers.[para. 3]
Tour guides like Liang Ruiyu and Yu Hongtao experienced high demand, with tourists from Singapore, Malaysia, and other Southeast Asian countries attributing to a full schedule, as tourism from these regions spiked in 2024. Southeast Asian interest in cities like Chongqing, Chengdu, and Xi'an further increased China's inbound tourism avenues.[para. 4][para. 5]
Data from Trip.com reflected a 376% increase in Southeast Asian tourist orders in 2024, continuing into 2025, with Thailand and Malaysia leading. Attractions in Beijing, Shanghai, and other Chinese cities drew visitors, driven by China's extended visa exemptions from 2024.[para. 6]
Nonetheless, family tourists, business visitors, and the Chinese diaspora remained key segments. Custom tours, especially from ethnic Chinese in Singapore, Malaysia, and Indonesia, emphasized the broader potential market.[para. 7]
An evolving middle class and enhanced awareness of China, spurred by cultural ties and social media, highlight Southeast Asia as a crucial market. Thailand skilled tourists show enthusiasm for local experiences, such as visiting temples, turning into significant beneficiaries for China's tourism expansion.[para. 8]
Southeast Asian tourists' increased purchasing power influenced travel preferences toward quality experiences, as observed in tourists preferring direct travel arrangements relying on social media platforms like TikTok and Xiaohongshu for itinerary planning. Inbound tourists considered cost-effective, yet quality cultural and natural experiences, with prominent travel areas including Jiuzhaigou and Siguniang Mountain.[para. 10][para. 11]
Challenges remain in catering to the Muslim tourist demographic, constituting about 40% of Southeast Asia's population. Destinations like Hong Kong, which improved facilities for Muslim tourists, demonstrate significant potential.[para. 13]
While 2024's rapid growth might stabilize by 2025, continued policy supports, awareness campaigns, and cross-industry cooperation promise to enhance the inbound tourism landscape. Stakeholders anticipate 30-50% growth in tourism figures, aligned with an increased prevalence of family, small group, and customized tours.[para. 18]
- Baiteng International Travel
- Baiteng International Travel is a large travel agency based in Chongqing, China. In 2024, the agency served around 40,000 foreign tourists, with approximately 70% from Southeast Asia, doubling from pre-pandemic levels. Baiteng offers popular Chongqing tours and predicts continued growth in inbound tourism for 2025. The agency's "Chongqing + Chengdu" and "Chongqing + Guizhou" eight-day tour packages are notable for their cost-effectiveness, with per capita ground reception costs around 4,000 yuan.
- Trip.com
- The article mentions that Trip.com data showed a significant increase in Southeast Asian tourists booking trips to China in 2024, with orders from ASEAN countries doubling. Thailand and Malaysia topped the list, each experiencing over triple growth. This highlights the growing interest in China as a travel destination among Southeast Asian tourists.
- Huatai Securities
- Huatai Securities reported that since 2024, inbound tourism in China has experienced explosive growth. This is attributed to China's expanded visa-free policies, the global release of travel demand, and the cost-effectiveness of Chinese goods and tourism services. The study highlighted an 82.9% year-on-year increase in foreigner border checks and a 112.3% rise in visa-free entries from January to date.
- HSBC
- The article mentions a report from HSBC, which highlights the increasing prominence of ASEAN countries in the global supply chain. It notes that the industrial value chain in the region is being upgraded, and urbanization is accelerating, which is driving up wages and savings. This growth is contributing to a vast consumption market, with consumer spending accounting for 60% of ASEAN's GDP, serving as a key post-pandemic economic recovery driver.
- GZL International Travel Service
- GZL International Travel Service is focusing on natural scenic spots and social media-friendly destinations for Southeast Asian tourists. They are integrating major natural attractions like Danxia Mountain and Wuzhifeng to create themed products, emphasizing cost-effectiveness and micro-vacation trends. Their products aim to balance natural beauty with popular social media destinations, catering to tourists' preferences in these areas.
- Pop Mart
- Pop Mart has become an attraction for young tourists from Thailand visiting China. They specifically visit to collect rare IP blind boxes. The popularity of these collectibles has been highlighted by a spike in interest among Thai youth, who are keen to experience and purchase these items during their travels in China.
- Since July 2023, WeChat has allowed binding with mainstream foreign cards like VISA, simplifying the authentication process. This change has solved payment issues for foreign tourists in China, allowing easier mobile payments.
- Alipay
- Since July 2023, Alipay has enabled foreigners to bind Visa and other major international cards to simplify the payment process, resolving previous challenges for tourists in China. This has addressed issues like card and identity verification, facilitating easier commercial transactions and consumer activities for international visitors.
- Qunar
- Qunar's data analyst, Xiao Peng, noted that Malaysia and Thailand travelers were among the top ten in terms of inbound travel to China during the 2025 Spring Festival. Concurrently, popular outbound destinations for Chinese mainland tourists included Japan, Thailand, Malaysia, South Korea, Singapore, and Indonesia.
- March 4, 2024：
- The Hong Kong Tourism Board released data indicating that per capita spending by Southeast Asian tourists in Hong Kong reaches HKD 7,200
- June 2024：
- Liang Ruiyu begins working as an English tour guide in Chongqing
- June and July 2024：
- There is a sudden boom in the inbound tourism market, noted by Yu Hongtao
- December 17, 2024：
- China's Ministry of Foreign Affairs announces reciprocal visa-free arrangements with 26 countries and other visa-related policy changes
- February 10, 2025：
- The National Immigration Administration of China announces a visa-free policy for tour groups from ASEAN countries entering Xishuangbanna, Yunnan
- mid-February 2025：
- Trip.com reports a twofold increase in inbound orders from ASEAN countries compared to the previous year, with notable increases from Thailand and Malaysia
- February 23, 2025：
- Significant religious tourism activity observed at Lotus Palace, Tai Hang, Hong Kong, during the 'Opening of the Guanyin Treasury,' especially by Thai tourists
- end of February 2025：
- Bestway International Travel reports that bookings for the next four months are equivalent to 70% of the same period in 2024
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