Kerryn Lee May Xin, a 27-year-old Malaysian residing in Singapore, is ready to swap the tropics for China’s frosty northeast. Her plans for the New Year include picturesque snow-capped mountains and traditional hot springs.
Lee and her husband are seasoned travelers in China, having visited a diverse array of destinations in the past year, from Guangzhou and Shenzhen in the south to Beijing and Harbin in the north, as well as Chengdu and Chongqing in the southwest. Their adventures are part of a broader trend, with more Southeast Asians discovering the country’s rich cultural and scenic offerings.
This surge in interest is fueled by China’s visa-free travel policies for countries like Singapore and Malaysia. Since February 2024, Singaporeans have enjoyed 30 days of visa-free travel to China, double the previous limit. Similar agreements with Malaysia and Thailand have made spontaneous trips increasingly accessible.
“It’s now truly a matter of ‘go whenever you like,’” Lee said.
Travel Booms on Both Sides
Travel agencies report a spike in group bookings for flights from Singapore to China, with numbers for early 2025 already matching the total for all of 2024. The trend is mirrored by Chinese tourists flocking to Singapore, with 2.89 million visiting in the first 11 months of 2024—a 134.1% increase from the previous year, according to the Singapore Tourism Board.
Data from global hospitality company Hilton reveals rising interest among Singapore-based Generation Alpha and Generation Z travelers, 23% of whom are keen to explore China.
“We’ve noticed younger travelers seeking immersive experiences in places like Xi’an, along with offbeat destinations such as Xinjiang, Xizang, and Yunnan,” said Jeremiah Wong of Chan Brothers Travel, a leading Singaporean travel agency.
Rediscovering Northeast China
Lee’s upcoming winter trip follows her summer 2024 visit to northeastern China, where she explored cities like Dalian and Harbin. Highlights included sailing alongside seagulls in Dalian and savoring grilled eel in Shenyang’s Korean community.
Her most memorable experience, however, was discovering the region’s distinctive bathhouse culture. Initially apprehensive about public bathing, Lee quickly embraced the warm, social atmosphere and the traditional “scrubbing” treatment.
Social Media and Infrastructure Transform Experiences
Social media platforms like Xiaohongshu, TikTok, and YouTube play a pivotal role in attracting travelers to China. Scenic locations featured in popular Chinese dramas often become must-visit spots, with Chinese Singaporeans sharing their experiences online in English to engage broader audiences.
China’s advanced infrastructure further enhances its appeal. Mobile payment systems such as Alipay and WeChat Pay now support overseas bank cards, making transactions seamless. Apps like 12306 simplify train bookings, while Xiaohongshu offers invaluable travel tips.
Lee praised the hospitality of locals, recalling taxi drivers who eagerly recommended regional specialties and attractions upon learning she was a foreign visitor. “They’re genuinely enthusiastic about sharing their culture,” she said.
China’s visa-free travel policies, combined with its cultural richness, modern infrastructure, and growing social media presence, are reshaping the tourism landscape, attracting younger and more diverse travelers from Southeast Asia.
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