Lunar New Year Holiday: Thailand Now Outpacing Japan As Travelers’ Choice The Lunar New Year holiday this year marked a significant shift in traveler preferences rather than a decline in demand. While Japan, a traditional destination for Chinese tourists, saw reduced interest due to diplomatic tensions between China and Japan, the demand did not vanish—it simply moved. Thailand emerged as a strong alternative, reflecting a growing preference for nearby, accessible destinations where travelers feel more comfortable. This year’s Chinese New Year holiday was the longest on record, with the Chinese government granting its citizens nine consecutive days off from February 15 to 23. This extended period allowed Chinese travelers to embark on longer trips and increase their spending. Despite Japan’s diminished appeal, Thailand successfully captured much of the lost volume, while South Korea saw higher overall spending. Emerging markets in Central Asia and South America also reported substantial growth in tourist activity. Chinese travelers demonstrated a surge in movement, with the National Immigration Authority reporting 9.5 million border crossings from mainland China over the nine-day holiday. This represents a nearly 10% increase compared to the previous year. Online travel platforms also noted significant growth, with Fliggy reporting approximately 30% year-on-year increases in outbound flights, hotels, and local entertainment bookings. Similarly, outbound reservations on Mafengwo rose close to 30%, highlighting the strong demand for travel during the holiday. The 2026 Chinese New Year holiday is expected to set another record as the longest in recent history, further solidifying its role as a major travel event.#japan #china #thailand #lunar_new_year_holiday #skift_asia_forum
