Thailand’s security ranking amongst Chinese language vacationers is now decrease than it was throughout Covid, in response to Dragon Path’s newest Chinese language Traveler Sentiment Report shared solely with Skift.
Whereas most areas take pleasure in steadily bettering security scores, Southeast Asia stands out for its decline, in response to the report.
Greater than half of Chinese language respondents now take into account Thailand “unsafe,” up sharply from 38% in spring 2024. Vietnam and Cambodia additionally register among the many lowest security scores, as fears over organized crime dampen traveler enthusiasm.
“The ‘unsafe’ ranking retains spiking following extremely publicized incidents of crime impacting Chinese language folks in Thailand,” Sienna Parulis‑Cook dinner, Dragon Path’s director of promoting and communications, instructed Skift.
Security reigns supreme in Chinese language outbound journey planning. Round 41% of survey individuals recognized it as their high concern, far outpacing delicacies (23%) and lodging (21%).
“Generally main incidents can throw this off a little bit – for instance, Japan’s ranking bought a little bit bit worse in late 2023/early 2024 following a problem with Japan releasing wastewater from Fukushima and a subsequent ban on Japanese seafood in China, however they’ve recovered since then.”
Vacationers will not be merely reacting to headlines, they’re trying to authorities for steerage. Over half of the respondents stated that journey security assessments from Chinese language authorities assist them really feel safe, and lots of of them need vacation spot governments to launch proactive security initiatives. Multiple-fourth cited reassurance from social media.
Northeast Asia Holds Its Attraction
Regardless of Southeast Asia’s setback, curiosity by Chinese language vacationers in different areas is prospering. In a primary since Dragon Path started measuring curiosity by area in 2023, Northeast Asia has overtaken Europe as essentially the most coveted area.
Japan, South Korea, and Hong Kong now lead want lists. Japan has been the Chinese language tourism hotspot since final spring, stated Parulis-Cook dinner. She attributed the surge in recognition to the weak Japanese yen. From this 12 months onwards, Japan has additionally simplified the visa software course of for Chinese language guests, making it much more accessible and interesting as a vacation spot.
“On the similar time, South Korea can also be beginning to roll out visa simplification for Chinese language guests later this 12 months, and so they’ve additionally had a useful trade price recently,” she stated.
Europe’s attraction, whereas nonetheless sturdy, has softened. Solely 19% of respondents plan to go to the area in 2025, down from 27% a 12 months in the past. Oceania, Latin America, and Africa are additionally experiencing surges in curiosity, with Africa posting the most important year-on-year acquire of just about 15%.
Dragon Path experiences this survey as delivering the very best share of respondents expressing outbound journey curiosity since December 2022, proof that the general restoration stays sturdy, even when Southeast Asia should combat to revive confidence.
The U.S. Blip
The U.S.-related findings from the survey are additionally attention-grabbing. For the primary time because the survey began asking about vacation spot security, extra respondents stated they now view the U.S. as “secure,” whilst a large 39% stay not sure.
Nevertheless, Parulis‑Cook dinner stated that the report is predicated on a survey carried out from March 12-18, and tensions have elevated since then with the announcement of latest tariffs and escalating rhetoric.
The Chinese language authorities issued an official security warning earlier this month that suggested residents to rethink plans to journey to the U.S.
“We’ll need to see how perceptions of journey to the U.S. proceed to evolve in future surveys, but it surely’s a disgrace that the picture of the U.S. had simply crossed that threshold from extra “unsafe” to extra “secure” lastly,” Parulis‑Cook dinner stated.
Chinese language vacationers’ journeys more and more start and finish on social platforms. Social media now surpasses all different sources of journey inspiration, with Xiaohongshu (RedNote) main amongst youthful demographics. For vacationers aged 18-34, the platform has overtaken conventional on-line journey businesses because the go-to supply for vacation spot analysis.
Practically all vacationers share their experiences on-line, largely via WeChat Moments, Xiaohongshu, and Douyin. This user-generated content material not solely shapes peer perceptions but in addition reinforces or contradicts formal security messaging from governments and media.
How Chinese language Vacationers Method Sustainability
The survey additionally highlights that whereas sustainable journey issues to Chinese language vacationers with 43% of vacationers reporting that they’ve engaged in sustainable journey practices — their strategy might barely differ from Western paradigms.
For Chinese language vacationers, sustainable journey includes lowering waste by avoiding disposable objects: resembling single‑use toiletries and plastic water bottles, and selecting public transportation over taxis.
In China, sustainability ties carefully with supporting the financial and cultural wellbeing of native communities, relatively than specializing in lowering carbon emissions.
Chinese language vacationers additionally stated they’re prepared to pay additional for eco‑pleasant choices — 79% stated they’d, although most cap their premium at round 5%. The problem: almost half of respondents report that sustainable choices lack clear labels, and 44% say they don’t know the place to search out them.
The journey business’s high occasion involves Bangkok.
Might 14-15, 2025 – BANGKOK
