6 Developments Shaping Chinese Outbound Tourism in 2026

Each year brings new developments – and some surprises – for China’s dynamic outbound travel market, and 2025 was no exception. To get ready for 2026 and make the most of China’s unrivaled market potential, here are six major developments we forecast will inspire Chinese travel and create new opportunities for destinations and tourism businesses in the year to come.

1. The long Chinese New Year holiday offers strong growth opportunities for destinations near and far
With an official travel warning, canceled flights and group tours, and rerouted cruises, it seems inevitable that Japan will finally be knocked out of its first-place position as a Chinese tourism destination during the busy Chinese New Year travel season. This is positive news for other regional leaders like South Korea and Thailand, which will attract many travelers who might have otherwise gone to Japan. But there are big opportunities for other, longer-haul destinations, too, especially with a longer-than-ever public holiday period of nine days. Newly visa-free Russia offers extensive snow and ice tourism resources, ready to substitute for Hokkaido. The UAE is well positioned to attract China’s family market. Search and booking data from both Qunar and Airbnb shows strong traveler interest in New Zealand and Norway. The holiday period starts on 15 February, and travel brands that haven’t yet planned their Chinese New Year marketing campaigns should do so right away.

2. Visa relaxation will continue to have a significant and positive impact
Recent years have seen a wave of new visa waivers and relaxation in visa policies, to facilitate increased and easier tourism from China. December 2025 brought yet more visa news, which is sure to positively influence travelers’ destination choices in the coming year: Russia will be visa-free until mid-September – and we predict that the mutual visa waiver policy will be extended at that point, if not replaced with a more permanent agreement between the two countries. Cambodia will offer a four-month visa-free trial from June through October – again, with the potential to extend it. Türkiye made a New Year’s Eve announcement that Chinese citizens can visit visa-free from 2 January. And Brazil is expected to introduce an e-visa for Chinese citizens in the first half of the year.

Should we expect even more countries to go visa free in 2026? Laos is a strong candidate, especially given China’s strong investment links, and neighboring Cambodia’s new visa-free trial. In Central Asia, visa-free policies have so far delivered strong results for Kazakhstan and Uzbekistan. Kyrgyzstan could be next. With a huge increase in flights and strengthened relationship post-COVID, Mongolia might be interesting to watch, too.

3. AI will start to transform Chinese outbound travel – for both consumers and the travel trade
2025 was a watershed year for AI everywhere, but particularly in China. The release of DeepSeek’s chatbot in January set the stage for a year of rapid development, including new AI tools from all of China’s leading travel companies. Consumer optimism and adoption is already high, and Chinese outbound travelers in 2026 are going to be empowered by trip planning and translation tools to explore more deeply, independently, and confidently.

The Chinese travel trade has also embraced AI, and we expect full-scale adoption in 2026. What will this look like? AI translation and interpretation at industry events, AI-powered personalized itinerary planning, and more services provided by travel agents and tour operators to support clients on the ground and enhance their in-destination experience.

4. Sporting events will inspire Chinese travelers
2026 will be a big year for international sporting events, starting with the Milano-Cortina Winter Olympics. China and Italy have robust flight connections, particularly to Milan, which is a popular Chinese tourism destination. But the Olympics could inspire travelers to venture further across northern Italy. While the timing of the Games does coincide with the Chinese New Year holiday, we expect the real tourism boost to come later in the year and into next winter, as Chinese visitors are inspired by what they see on their TV screens.

This summer’s FIFA World Cup will be held across the US, Canada, and Mexico. In terms of tourism promotion, as a less developed destination for Chinese travelers, Mexico could have the most to gain, with football matches held in Mexico City, Guadalajara, and Monterrey. Increased flight connections and the reinstatement of ADS in 2025 and substantial Chinese communities – particularly in Vancouver – could make Canada a popular choice for Chinese traveling to see World Cup matches live. Los Angeles stands to be the top US World Cup destination, and 2025 ended with increased optimism for Sino-US relations – we’ll have to see if this comes with any increase in flight capacity. Finally, given the success of 2025’s Esports World Cup, we predict that the 2026 edition will again attract many Chinese visitors to Riyadh.

5. International film and TV releases will highlight destinations around the world
Film and TV tourism is already a major part of VisitBritain’s international marketing, and their research shows that an incredible 96% of Chinese travelers considering travel to the UK are interested in visiting filming locations. A new installment of the Narnia series is very likely to be released in Chinese cinemas in 2026, featuring filming locations throughout London and Manchester. Coming to small screens in 2026 is a third season of House of the Dragon, primarily filmed across England and Wales, as well as Spain and Portugal.

Also likely to get theatrical releases in China this year are a live-action Moana, filmed in Hawaii, and Christopher Nolan’s The Odyssey, with potential to inspire travel to Greece, as well as other filming locations in Morocco, Italy, Iceland, and Scotland. Finally, Dune: Part Three is expected at the end of the year, featuring desert landscapes in Abu Dhabi and Jordan.

6. New developments will support further growth of Chinese tourism to MENA
2025 was already a great year for Chinese tourism to the Middle East and North Africa, which is growing its global market share as a destination. We forecast continued growth in 2026, supported by numerous new developments. Abu Dhabi already saw enormous growth in the Chinese market – in part thanks to tourism ambassador Liu Yifei – and has lots more to offer. The Guggenheim Abu Dhabi is expected to open in 2026, joining several other new museums opened on Saadiyat Island at the end of 2025. Saadiyat Island, which exhibited at ITB China in 2025, will also be home to an immersive Studio Ghibli experience from May 2026. Scheduled for release at the end of 2026, Dune: Part Three features filming locations in Abu Dhabi and Jordan, and could inspire more travelers. New direct flights will also help Chinese tourists to explore more of the Middle East and North Africa – China Eastern’s Beijing-Muscat route was just launched at the end of November 2025, and 2026 could bring long-anticipated China flight connections for Jordan and Tunisia. Finally, Turkiye’s new visa-free policy makes this already-popular destination even more competitive.

Is your China marketing strategy ready for what 2026 will bring? Get in touch to discuss how Dragon Trail can help you navigate new consumer trends, get up to speed on AI, make the most of the coming year’s new developments, and effectively reach Chinese travelers and the travel trade through our full suite of marketing services.