Chinese Tourists Eye South Korea for 2026 National Day

Chinese Overseas Travel Surges

Chinese travellers demonstrated a significant increase in overseas holiday plans during the 2026 National Day period. A survey reported by South Korea's Seoul Economic Daily indicated that 54% of Chinese tourists intended to travel abroad for the holiday, a substantial rise from 35% in 2025.

This surge reflected a broader interest in diverse itineraries, extended stays, and multi-destination trips, extending beyond neighbouring Asian nations to include Europe and Australia. Popular Asian destinations such as South Korea, Thailand, and Malaysia were among the top choices, alongside increased flight bookings for locations like Jeju, Cebu, and Phuket.

South Korea Sees Retail Uptick

South Korea emerged as a favoured destination, with 20.1% of surveyed Chinese tourists planning a visit, according to the Seoul Economic Daily. This compared to 6.6% who intended to visit Singapore. In anticipation of the influx, Korean department stores, duty-free outlets, and convenience stores offered various discounts and payment incentives.

New World Department Store, for instance, recorded a 66% increase in spending by Chinese tourists compared to the previous week, significantly outpacing the 12.5% growth in overall foreign visitor expenditure during the same period.

Thailand Records Sharp Arrival Increase

Thailand also experienced a notable increase in arrivals, with its Nation Daily reporting 522,500 foreign tourists visiting between September 27 and October 3. This represented an 8.24% rise from the preceding month. Chinese tourists accounted for 133,900 of these visitors, marking a 41.98% increase month-on-month.

The Tourism Authority of Thailand had strategically used the combined Mid-Autumn Festival and 2026 National Day holiday period, from September 25 to October 7, to attract visitors.

Officials projected approximately 250,000 Chinese tourists during this timeframe, a 24% increase from the equivalent period in 2025, expecting to generate 11.5 billion baht in tourism revenue, up 37% from the previous year.

Malaysia Benefits, Long-Haul Travel Grows

Malaysia likewise observed benefits from the heightened Chinese tourist interest. Hotel occupancy rates in Penang and Sabah were expected to exceed 80% during the National Day holiday, influenced by the surge in Chinese visitors, as reported by Malaysia's Star News.

Beyond neighbouring countries, Chinese travellers demonstrated a growing preference for more diverse and longer-haul destinations. Travel agency data, cited by Asia Travel Weekly, showed an 84% increase in bookings for multi-destination trips during the National Day period, alongside rising demand for distant locations in Europe and Australia.

Industry Outlook for Asia

The robust return of Chinese tourists during the 2026 National Day holiday signals a critical boost for Asian economies reliant on tourism. Airlines, hotel groups, and retailers across the region can anticipate continued growth in demand for diverse and extended itineraries.

Operators should note the specific appeal of destinations like South Korea, Thailand, and Malaysia, and the rising interest in multi-destination travel, to tailor offerings for the upcoming peak travel seasons. This trend suggests sustained recovery and expansion for the Asian travel sector, particularly in destinations that actively promote incentives and varied travel options.