In Depth: Southeast Asian Tourists Buoy China’s Industry

The increasing significance of Southeast Asian tourists to Chinese travel agencies was evident at the recent Malaysia International Travel Mart (MITM) Travel Fair. Exhibitors concentrated heavily on advertising budget-friendly trips to China, highlighting the growing interest among Southeast Asian travelers in Chinese destinations [para. 1]. According to Meng Yuan, head of Chongqing Baiteng International Travel Agency, the company served 40,000 foreign tourists in 2024, nearly double the pre-pandemic number, with over two-thirds being from Southeast Asia. Chongqing is emerging as a favored destination, benefiting from this surge in interest [para. 2].

Data from Trip.com, a major Chinese online travel agency, reveals that bookings from Southeast Asian tourists to China grew by 376% last year. This momentum has persisted, with ASEAN countries tripling their bookings in the first six weeks of 2025, led by tourists from Thailand and Malaysia [para. 3]. Analysts attribute this rise to Beijing's expanded visa-free entry program, increased consumption power in Southeast Asia, and the growing popularity of Chinese destinations via viral online content [para. 4].

The visa-free entry initiative has significantly impacted the tourism influx from Southeast Asia. Popular destinations like Beijing, Shanghai, and Guangzhou have experienced substantial growth in tourist numbers, with gains reaching 292% for Thai visitors, 530% for Malaysians, and 319% for Indonesians. Lower-tier cities such as Chongqing, Chengdu, and Xi’an are also gaining popularity, thanks to effective online promotion [para. 6][para. 8][para. 9]. Over 64.88 million cross-border trips occurred in 2024, with more than 20 million being visa-free, indicating a continued impact of the policy [para. 10].

Southeast Asia's economic growth has expanded its middle class, driving demand for higher-quality international travel experiences [para. 13]. By 2030, about 70% of ASEAN’s population is expected to be middle class, significantly enlarging the consumer market [para. 13]. Data from the Hong Kong Tourism Board shows that Southeast Asian tourists spent more per capita in 2024 in Hong Kong compared to mainland Chinese tourists [para. 15]. The trend of customized and independent travel among Southeast Asians is growing, driven by social media trends [para. 16].

Social media plays a critical role in shaping travel decisions, with platforms promoting Chinese cultural heritage and attractions [para. 19]. Chongqing’s rise as a preferred destination is largely due to viral videos of its iconic sites, like Hongya Cave [para. 20]. Tour companies are now creating packages that blend natural beauty with popular tourist locations, appealing to Southeast Asian visitors' preferences [para. 22]. Additionally, fan culture, centered around Chinese celebrities, has become a notable factor in attracting young Southeast Asian tourists [para. 23].

Nevertheless, challenges persist in catering to the increasing number of Southeast Asian tourists. A shortage of multi-language tour guides and limited cultural accommodations, such as halal food options for Muslim travelers, present ongoing issues [para. 25]. Hong Kong has partnered with CrescentRating to improve services for Muslim tourists, enhancing visitor experiences through hotel ratings and outfitting tourist sites with prayer facilities [para. 28][para. 29]. In efforts to attract more Southeast Asian European Muslim travelers, the Hong Kong Tourism Board organized a visit for delegates from Singapore, Malaysia, and Indonesia to showcase its services [para. 31].