The COVID-19 pandemic brought the world to a standstill, and for Chinese travelers, it meant a significant pause in their frequent trips to Southeast Asia (SEA). As the top traveler group in SEA before the pandemic, their absence was deeply felt. However, during this period, Chinese travelers cultivated new behaviors and expectations, spurred by the flourishing domestic travel industry within China. Now, with China reopening and new visa-free travel policies in Singapore and Malaysia, Chinese travelers are making a strong comeback. But have SEA countries adapted to meet their evolved expectations?

We spoke with a dozen Chinese travelers who recently visited SEA to understand their experiences and insights. Their stories shed light on how the region can better cater to this discerning audience.

Value-oriented travel: a new paradigm

During the pandemic, Chinese travelers turned to domestic destinations like Sanya and Xishuangbanna, which quickly gained popularity and saw significant enhancements in infrastructure and services.

“In Xishuangbanna, there is a homestay called Yuranju run by a Swiss man. He came to China in the early 2000s, initially worked at the consulate in Beijing, and then started this garden with 300 plant species. I stayed at that homestay for a day and a half, doing nothing but watching the plants and drinking tea.” – Zhao

This shift has led SEA destinations to be compared not only amongst themselves but also against these improved domestic travel options. In many cases, SEA is viewed as the more economical choice.

“I was choosing between Bali and the Maldives. When I saw the airfare to the Maldives, it was outrageous, so I decided to go to Bali instead.” – Li

This price sensitivity creates pressure on SEA travel providers to offer competitive value while maintaining high standards. The challenge is not just about cost but also about matching the elevated experiences Chinese travelers now expect.

Elevated expectations: the influence of domestic trends

The pandemic period saw significant service improvements in China, with better architecture and tailored services for Chinese consumers. Luxurious glamping sites near Chinese cities and the trend of city walks exploring local neighborhoods, food, and architecture are now in demand. However, many SEA cities struggle to meet these expectations due to inadequate infrastructure.

“Honestly, my experience entering Malaysia from Singapore wasn’t great. The roads weren’t well-maintained, and there were potholes to avoid, making the roads narrow.” – Liu

Chinese travelers are also increasingly seeking unique, authentic experiences rather than traditional tour-bus travel. SEA offers abundant natural beauty and adventure, yet accessibility remains a challenge. Travelers often find that while SEA has the potential for incredible experiences, the infrastructure and local awareness are not always up to par.

“I might be a more relaxed traveler! I don’t rush to see many attractions or try to fit all my itineraries into a few days. I prefer deep travel, immersing myself in the local culture, pretending to be a local. I love wandering in a new place, looking at unique buildings, malls, museums, and galleries along the way.” – Hu

“I have never been to Thailand because I like to think of myself as different. Everyone goes to Thailand, so I don’t want to go where it’s crowded. I don’t like commercialized spot.” – Yang

The blend of work, travel, and living

The pandemic saw many Chinese citizens living abroad in places like Bali to escape lockdowns, leading to a new appreciation for these destinations. Influencers on platforms like Xiaohongshu (XHS) and Douyin play a significant role in shaping travel trends, sharing local content that resonates with their compatriots.

“I have friends who are digital nomads. During our trip to Bali, we tried Padel, and this new sport piqued my interest in the destination. Now that I’m back in China, I’m also learning it, hoping to join such a community next time I go to Bali.” – Hu

Despite this influence, local SEA players have been slow to adapt, with little strategy for engaging on these Chinese platforms. The digital reliance of Chinese travelers means that SEA destinations need to create content that is accessible and appealing on these platforms.

“From my travel experiences over the years, I am heavily reliant on Xiaohongshu. For instance, if I need to navigate a short route from downtown Osaka to the station, I would check Xiaohongshu. The information is incredibly detailed, and if you spend a lot of effort researching beforehand, it’s hard to go wrong.”- Zhao

Cultural confidence and modern expectations

Improved living standards in China have made Chinese travelers more critical of SEA cities. The modern, clean environments they are accustomed to at home heighten their expectations when traveling abroad.

“I think most Chinese people judge a place based on its infrastructure. We’ve been overly confident for the past 30 years, especially people from Shanghai. So, when we go abroad, we feel that no place is better than Shanghai, no place is better than China. It’s not safe, the infrastructure is poor, and the food isn’t good.” – Li

The increased presence of Chinese brands in SEA, such as Mixue tea shops, also evokes mixed feelings. This cultural export reinforces Chinese travelers’ pride and expectation for quality and familiarity. Whereas Chinese travelers used to need to pack comfort food staples like Instant Noodles in their suitcase, now they can be more assured that they will find a taste of home during their travels (whether they choose to or not).

“When I first arrived in Malaysia, I felt a sense of dislocation. There are many Chinese people, so there is no cultural barrier. When you get off the plane, you see Mixue, and it feels like a city in China.” – Zhao

 “Seeing Chinese brands in this country actually makes me feel a bit proud.” – Yang

Seizing the opportunity: strategic adaptations

To capture the attention and loyalty of Chinese travelers, SEA countries must:

1. Enhance Local Experiences: Develop more opportunities for engagement with local culture, food, architecture, and ways of life, providing these experiences in Chinese.
2. Leverage Chinese Digital Platforms: Utilize platforms like Douyin and Xiaohongshu, working with influencers to create relevant content and guides. With the Chinese firewall, travelers often cannot access Google, Facebook, or Instagram without a local SIM card.
3. Tailor Made-for-Chinese Services: Offer meals, tours, and experiences specifically designed for Chinese travelers, promoting these through social media and OTAs like CTrip.
4. Balance Value and Luxury: Recognize that SEA destinations will be compared to Chinese domestic options. While value for money is crucial, there is also an opportunity to build luxury offerings by leveraging the region’s natural and cultural assets.

Looking ahead

In the coming weeks, we will share a series of articles based on our qualitative research with Chinese travelers to SEA, diving into the challenges and opportunities for Malaysia. Topics will include:

1. The Highs and Lows of Malaysia Travel for Chinese Tourists
2. Experiential Travel: Malaysia’s Big Opportunity
3. Malaysia Truly Asia? Examining Malaysia’s Positioning in SEA
4. How to Market Malaysia to Chinese Travelers
5. Kuala Lumpur: The Most Overlooked Travel City in Southeast Asia
6. Borneo: Malaysia’s Most Underappreciated Asset

Alex Lessard

Eileen Tang

Founder & Managing Director, Labbrand Malaysia