By Lu Xinyan

Amid shifting international travel trends, South Korea has emerged as the leading destination for Chinese tourists, overtaking traditional favorites like Thailand, Malaysia, Singapore, Vietnam, and Indonesia, according to major travel platform data.

"We've seen a significant shift in client bookings toward South Korea," said Song Yueping, executive vice general manager of Ningbo International Travel Service. Travelers are favoring trips to Seoul, flight-and-hotel packages for Jeju Island, and winter skiing excursions, with bookings up nearly 30% year-on-year.

The surge is being driven in part by a pilot visa-waiver program in effect from September 29 through June 30 next year, allowing tour groups of three or more Chinese citizens to enter South Korea visa-free for stays of up to 15 days. Jeju Island maintains its existing visa-free policy for both individual travelers and tour groups, permitting stays of up to 30 days.

"A four-day, three-night semi-guided itinerary has been especially popular," said Sun Lei, deputy general manager of China International Travel Service (Ningbo). "Visitors can explore Seopjikoji and Seongsan Ilchulbong, enjoy local cuisine, and soak up the island's winter atmosphere."

Ningbo Lishe Airport reported that outbound traffic to Jeju exceeded 650 passengers from November 19 to 26, with more than 530 traveling for leisure.

Southeast Asia is also benefiting from the travel rebound. Cities such as Bangkok and Kuala Lumpur are attracting Ningbo residents seeking short getaways, while island destinations like Bali, the Maldives, and Penang are seeing rising bookings for the January-February peak season.

"The appetite for island escapes is clear," said Wu Jiechao, manager at Ningbo Wanda International Travel Service.

Further north, Russia is gaining traction thanks to visa-free agreements. Tourists are flocking to Moscow, St. Petersburg, and Vladivostok for cultural experiences including ballet performances, ice skating, and shooting. "Our five-day Vladivostok package is nearly full for December," said Zhou Yanna, a tour leader at Happy Journey (Zhejiang) International Travel Agency.

Looking ahead, the 2026 Lunar New Year holiday—set to span nine days—is expected to further boost outbound travel from Ningbo, particularly to South Korea and Southeast Asia. Travel agencies are focusing on product optimization and diversity to capture the growing market.