Singapore travelers are showing an increasing interest in China this holiday season, with both tour bookings and travel searches surging. According to Hilton’s 2025 Trends Report, China ranks among the top destinations for Singaporeans looking to travel during the upcoming December 21 to January 3 period.
Hilton’s research highlights significant growth in interest to major Chinese cities, including Beijing (up 48%), Shanghai (up 81%), and Guangzhou (up 87%) compared to last year. The report also notes that 23% of Singapore’s Generation Alpha and Generation Z are particularly drawn to China.
This surge in demand is reflected in the business of local travel agencies. Chan Brothers Travel, one of Singapore’s leading outbound agencies, reports a nearly threefold increase in bookings for year-end tours to China. The company, which specializes in group tours as well as private, free-and-easy packages and corporate trips, attributes the rise to the growing visibility of China’s vibrant offerings on social media.
Jeremiah Wong, a spokesperson for Chan Brothers Travel, explained that destinations such as Chongqing, Chengdu, Beijing, and Shanghai are particularly popular. These cities, known for their dynamic blend of modern urban experiences and stunning landscapes, have become top picks for travelers. “Younger travelers are increasingly interested in China’s rich heritage,” Wong noted, mentioning Xi’an as a popular destination along with off-the-beaten-path locales like Xinjiang, Tibet, and Yunnan.
To cater to family groups, Chan Brothers has launched the Fab Fam Fun series, which features snow play and skiing adventures in China. These packages have been well-received by Singaporean travelers.
The strong demand from Singaporeans is also benefiting luxury hotel brands like The Lux Collective, which operates nine properties in China, primarily located along the historical Tea Horse Road. Nitesh Pandey, COO of The Lux Collective, shared that tour groups from Singapore to China have increased fivefold between June 2023 and June 2024, with the Yunnan-Guizhou-Sichuan route being particularly popular.
Yunnan, known for its breathtaking natural beauty and rich cultural diversity, is fast becoming a favorite among Singaporean tourists. The region is home to 25 of China’s 56 minor ethnic groups and offers a unique cultural and historical experience. Pandey highlighted the appeal of the Lux* Tea Horse Road properties, which offer travelers the chance to immerse themselves in the rich history of the ancient trade route while enjoying luxurious accommodations in some of China’s most scenic and remote locations.
With these trends, it’s clear that China is becoming a favored destination for Singapore’s holidaymakers, as travelers seek a blend of modern adventure and deep cultural exploration.
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