Lunar New Year Holiday: Thailand Now Outpacing Japan As Travelers’ Choice
Photo Credit: A tourist in Thailand. Shutterstock / noina
Skift Take
The clearest takeaway from this Lunar New Year is a shift rather than a slowdown. Japan didn’t hold the same pull this season, but that demand didn’t disappear, it moved. Thailand is firmly back in consideration, suggesting travelers still want nearby, easy holidays, but are recalibrating where they feel most comfortable going.
This year’s Chinese New Year holiday was the longest on record, with the Chinese government giving its citizens nine days off from February 15-23. Chinese travelers used this time to take longer trips and spend more. Even as Japan lost ground this holiday, in part due to the diplomatic flare up between China and Japan, Thailand filled the volume gap. Meanwhile South Korea captured higher spending. New markets from Central Asia to South America showed big growth rates.
Chinese travelers were on the move in big numbers, with its National Immigration Authority recording 9.5 million border crossings from mainland China over the nine days, nearly 10% higher than last year. Online travel platforms noted strong gains too. Fliggy reported roughly 30% year-on-year growth for outbound flights, hotels, and local entertainment. Outbound reservations for Mafengwo also rose close to 30%.
The 2026 Chinese New Year marks the country’s longest holiday in recent years,
