The Three Priorities Redefining Chinese Outbound Travel and Why South Korea Leads
Photo Credit: South Korea's National Folk Museum in Seoul as seen in 2013. Ministry of Culture, Sports and Tourism Korean Culture and Information Service.
Skift Take
With Japan slipping, Thailand is well positioned to benefit from China’s low-friction travel shift, but that will depend on maintaining perceptions of safety and stability, which are now decisive factors for Chinese travelers.
As Chinese outbound travel heads into 2026, South Korea’s rise over Japan for Chinese New Year reveals a deeper change in how travelers are choosing destinations.
Safety, visa accessibility and direct flight connectivity have emerged as the three most influential factors shaping destination decisions, outweighing traditional motivators such as sightseeing, shopping and cultural appeal, according to a new Dragon Trail Research survey of mainland Chinese travel agents releasing Wednesday.
Destination safety ranked as the single most decisive factor, with nearly four in five agents saying it has an “extreme impact” on customer decision-making. Visa-free or visa-friendly entry policies followed closely, cited by more than half of respondents, while direct flights rounded out the top three.
The findings point to a more pragmatic Chinese outbound market, shaped by geopolitical uncertainty, heightened risk awareness and shorter booking windows.
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