Tour bookings and travel searches for China out of Singapore are surging, as travellers gain new-found love and interest in exploring the middle kingdom.
According to Hilton’s 2025 Trends Report, China ranks among the top favourites for Singapore travellers this holiday season.
Based on search data from Singapore-based travellers for the December 21 to January 3 holiday period, Hilton’s research found a significant surge in interest for travel to China, with Beijing seeing a 48 per cent rise in interest compared to a year ago, Shanghai up 81 per cent, and Guangzhou up 87 per cent increase.
The report stated that 23 per cent of Singapore’s Generation Alpha and Generation Z cited strong interest in China.
Over at Chan Brothers Travel, one of Singapore’s leading outbound travel agencies, travellers’ interest has translated into firm business. According to Jeremiah Wong, spokesperson for Chan Brothers Travel, bookings at press time for year-end tours to China in November and December 2024 have nearly tripled compared to the same period last year.
These bookings are for group tours, which the agency excels in, as well as free-and-easy packages, private tours, and corporate trips.
Wong told TTG Asia that “demand for travel to China is surging”, adding that his customers are attracted by China’s “increasing visibility of its vibrant offerings popularised on social media”.
He noted that “each region offers distinct attractions tailored to diverse traveller interests”, but pointed out that Chongqing, Chengdu, Beijing, and Shanghai in particular are hot.
“(These cities are) captivating travellers of all ages with their blend of visually stunning landscapes and vibrant urban experiences, all easily accessible on our thematic duo-city tours,” said Wong.
“We are also observing an uptick in interest from younger travellers looking to immerse in China’s rich heritage, such as in the ancient capital of Xi’an. Off-the-beaten-path locales such as Xinjiang, Tibet, and Yunnan are also top of travellers’ bucket list,” he added.
To cater to family groups this year-end, Chan Brothers Travel created the Fab Fam Fun series, which offers snow play and skiing adventures. These have been selling well, remarked Wong.
Singapore’s strong market potential for China is also benefitting The Lux Collective, which has nine luxury properties in operation across the middle kingdom, with the bulk located along the scenic and historically-rich Tea Horse Road ancient trade route. The group has six more hotels in the pipeline for China.
Nitesh Pandey, chief operating officer – Asia Pacific of The Lux Collective, told TTG Asia that the number of Singapore tour groups arriving in China has grown fivefold from June 2023 to June 2024, with the Yunnan-Guizhou-Sichuan route being the most popular.
“Yunnan is fast becoming one of the most popular destinations for Singaporeans, given its scenic natural beauty and rich local culture, where 25 of China’s 56 minor ethnic groups live in this region. Last month, we have welcomed a group of Singapore travellers visiting Lux* Tea Horse Road Benzilan and Lux* Tea Horse Road Shangri-La, followed by Lux* Tea Horse Road Lijiang for a leisure getaway,” said Pandey.
He said the company’s collection of hotels on the ancient trade route allows guests to “focus on the journey that is the destination in itself”. They are located in some of the world’s most majestic settings, complete with mountain peaks, lush valleys and deep gorges.
“They are perfect for travellers who wish to explore learn more about history and culture while have a holiday that is full of adventure and curiosity,” he said.
