Year of the Horse Kicks off a Faster, Further-Flying Chinese New Year for Apac Travellers

Year of the Horse Kicks Off a Faster, Further-Flying Chinese New Year for APAC Travellers

SAN FRANCISCO – 7 October 2025 – As Lunar New Year 2026 ushers in the Year of the Horse on 17 February, new travel data from Sojern shows APAC travellers moving early, travelling further, and prioritising regional getaways while Thailand sees a softer start amid broader tourism headwinds.

With just a fortnight to go until Chinese New Year, booking momentum across key APAC markets reveals a tale of contrast: Chinese outbound travel is accelerating, Singapore remains resilient, and Thailand faces continued pressure, echoing wider industry reporting.

Key Travel Trends at a Glance

China Outbound Travel Gallops Ahead

Chinese travellers are returning to international travel in force for Lunar New Year 2026. Compared to last year, outbound flight bookings from China are up 21% and hotel bookings up 23%, signalling renewed confidence and appetite for overseas trips.

Short-haul regional destinations dominate demand, led by Singapore, Thailand, Australia and South Korea, reflecting a preference for proximity, value, and ease of travel during peak holiday periods. However, Sojern data also shows a 102% increase in outbound travel to EMEA and a 91% rise to the US and Canada, reflecting the widely reported resurgence in long-haul travel to Europe

Singapore Holds Firm as a Regional Favourite

Singapore continues to perform strongly on both sides of the travel equation. Outbound travel from Singapore is up 23% year-on-year for flights — with airlines at Changi Airport offering more than 600 additional flights to 15 cities across China — and 34% for hotels, driven largely by short-haul APAC trips.

Inbound demand tells a similar story: flight bookings into Singapore are up nearly 15%, holding steady despite flatter hotel growth, suggesting Singapore’s enduring appeal for quick, urban-led Lunar New Year breaks.

Thailand Feels the Slowdown

In contrast, Thailand is seeing softer Lunar New Year demand. Inbound flight bookings are down 6% year-on-year, with hotel bookings also down 6%, aligning with recent industry reporting pointing to a slower start for foreign tourism in early 2026, potentially indicative of the kingdom’s shift from volume-driven tourism to a more quality-led approach.

While outbound travel from Thailand is up — particularly to neighbouring Southeast Asian destinations — this inbound softness suggests travellers may be diversifying away from traditional holiday hubs this year.

Australia Attracts Regional Holidaymakers

Australia continues to benefit from Lunar New Year travel, with inbound flight bookings up 23% and hotel bookings up 20%, fuelled largely by Southeast Asian and East Asian travellers seeking longer stays and summer experiences. This growth comes despite Chinese travel to Australia remaining well below pre-pandemic levels, indicating broader regional demand is helping to offset slower recovery from China. 

What This Means for Travel Brands

The Year of the Horse is reflected in Lunar New Year 2026 travel trends, with faster decision-making, earlier bookings, and regional mobility. For destinations and hospitality brands, this creates a narrow but powerful window to capture intent — particularly among Chinese and Southeast Asian travellers who are booking with purpose and favouring destinations that offer ease, value, and proximity.

“Chinese New Year 2026 is shaping up to be a high-intent, regionally driven travel period,” said Lina Ang, Managing Director, International Property Sales at Sojern. “As Chinese outbound travel rebounds, travellers are increasingly selective about where they book. By leveraging travel intent signals to reach in-market travellers with relevant, localised messaging across channels, marketers can stay visible at key decision moments and drive higher direct booking conversion during this crucial holiday window.”

Source: Sojern internal flight and hotel booking data, as of 28 January 2026, for travel around Chinese New Year (17 February 2026)