BANGKOK, Thailand – As Lunar New Year travel patterns continue to evolve, Thailand is once again emerging as a preferred destination for holidaymakers from China, particularly as Japan becomes less appealing for mass leisure travel. At the same time, Vietnam is positioning itself as a credible regional alternative, intensifying tourism competition across Southeast Asia.
The shift is not driven by a single factor but by a combination of cost, convenience, familiarity and traveller sentiment — elements that play an especially important role during peak holiday periods such as the Lunar New Year.
Value becomes the deciding factor
Japan has become noticeably more expensive for Chinese travellers. Airfares have risen, accommodation costs have increased and everyday spending now feels significantly higher than before the pandemic. For many holidaymakers, particularly families and group travellers, the value equation has shifted.
Thailand, by contrast, continues to offer strong value across hotels, dining, transport and shopping. For price-sensitive Lunar New Year travel, it often delivers more holiday experience for the same budget.
Easier travel and fewer frictions
Ease of travel is another important consideration. Entry procedures to Thailand are relatively straightforward, flight frequencies are high and the overall visitor experience is familiar and predictable.
Japan remains highly attractive but can feel more complex for large volumes of leisure travellers, particularly during peak periods when crowds, logistics and language barriers may create additional challenges. For many travellers, simplicity is nearly as important as the destination itself.
Familiarity brings comfort
Thailand has long been one of the most familiar overseas destinations for Chinese travellers. Language support, Chinese-friendly cuisine, retail environments, digital payment systems and organised tour infrastructure are widely available and well understood.
During the Lunar New Year period, familiarity becomes especially valuable. Family groups and older travellers often prioritise comfort, convenience and reassurance over novelty — areas where Thailand performs strongly.
Climate shapes holiday choices
Japan’s winter season attracts ski enthusiasts and niche travellers, but it does not always align with the mainstream Lunar New Year holiday mindset, which typically favours warmth, beaches and relaxed leisure.
Thailand fits that seasonal preference perfectly, offering sunshine, island destinations and a wide range of resort experiences well suited to short holiday breaks.
A return to mass tourism – by default, not design
It is important to note that Thailand has not deliberately set out to return to mass-market tourism. In policy terms, the emphasis remains on value, visitor yield and a more balanced mix of travellers.
However, by circumstance rather than strategy, Thailand has benefited as Japan becomes more expensive and slightly more complex for many Chinese travellers. As a result, the country has absorbed a larger share of Lunar New Year visitors from China, particularly group travellers whose trips tend to be short, highly seasonal and budget-conscious.
These holiday flows are typically sharp and concentrated, driven more by timing and convenience than by long-stay or premium travel behaviour. Their resurgence reflects regional market dynamics rather than a deliberate shift in Thailand’s tourism positioning.
Vietnam’s rising appeal
Vietnam is benefiting from many of the same advantages that have historically supported Thailand’s tourism success. Competitive pricing, improved air connectivity, simplified visa policies and expanding resort capacity are making the country increasingly attractive to regional travellers.
For first-time visitors or repeat travellers seeking something familiar yet different, Vietnam is beginning to resemble an alternative version of the Thailand experience — making it a growing competitor rather than simply a secondary option.
Sentiment still matters
Traveller sentiment also plays a role, even if it is rarely expressed directly. Some Chinese travellers are currently cautious about destinations perceived as overly crowded, expensive or less welcoming.
Southeast Asia offers a sense of warmth, informality and ease that resonates strongly during festive travel periods. Thailand, in particular, continues to benefit from its long-standing reputation for hospitality and comfort.
The bottom line
Thailand is gaining Lunar New Year travel from China not because it has actively pursued mass tourism, but because it offers strong value, easy access and a familiar, relaxed holiday environment at a time when alternatives have become more expensive and complex.
Japan remains highly attractive, but increasingly as a premium or niche destination rather than a mass-market choice. Vietnam, meanwhile, is rising quickly by adopting many of the same strengths that have long underpinned Thailand’s tourism success.
About the author
Andrew J. Wood is a British-born travel writer, former hotelier and tourism consultant who has lived in Thailand since 1991. With more than four decades of experience across leading hotel groups in Asia and Europe, he writes extensively on tourism trends, destination strategy and regional travel dynamics across the Asia-Pacific region.
