New Faces, New Habits: The Changing Profile of Chinese Tourists in Singapore

As Singapore continues to solidify its position as a premier travel destination in Southeast Asia, 2024 brings a renewed surge in Chinese inbound tourism. With China’s outbound travel gradually recovering post-COVID and Singapore’s diversified tourism offerings—from luxury retail to cultural immersion—Chinese travellers are once again exploring the Lion City in full force. Leveraging data from the latest tourism report, this article explores key demographic and behavioural trends that define the Chinese traveller in Singapore today, from age and gender composition to regional origins, booking patterns and more.

A Demographic Snapshot: Young, Female, and Independent Travellers Lead the Way

In 2024, Chinese tourists visiting Singapore are predominantly younger, with a notable skew towards the millennial and Gen Z segments. The 21–30 age group forms the largest share of inbound Chinese travellers, followed by the 31–40 bracket. This reflects broader generational shifts seen across East Asia, where younger consumers are more open to international travel, especially short-haul, culturally rich, and digitally friendly destinations like Singapore.

Interestingly, the gender breakdown reveals a slight female majority among Chinese tourists. Women account for around 55% of inbound travellers, suggesting the growing independence and purchasing power of female consumers in China's middle class. This aligns with luxury retail trends observed along Orchard Road, where female-centric products and experiences—such as skincare, fashion, and gourmet offerings—are in high demand.

Key Source Markets: Guangdong, Shanghai, and Beijing Lead the Charge

Singapore’s appeal cuts across various Chinese provinces, but most of the travellers hail from affluent, well-connected urban centres. Leading the pack is Guangdong province, thanks to its proximity to Hong Kong and its economic strength. Travellers from Guangzhou and Shenzhen benefit from robust flight connectivity and a strong appetite for overseas leisure.

Shanghai and Beijing follow closely behind, representing not only population hubs but also the centres of lifestyle sophistication in China. Travellers from these cities tend to be more experienced, with a preference for curated experiences and premium services. Interestingly, emerging Tier 2 and Tier 3 cities such as Chengdu, Hangzhou, and Wuhan are also showing upward trends—an early sign of tourism decentralization as more Chinese travellers seek niche destinations and thematic experiences abroad.

Booking Behaviour: Short Booking Windows Reflect Spontaneity and Flexibility

One of the more telling shifts in 2024 is the emergence of shorter booking windows. Over 60% of Chinese tourists now book their Singapore trips within 7 to 14 days of departure. This is particularly pronounced among younger travellers, who prioritize flexibility and spontaneous travel plans—often influenced by social media, flash deals, or recommendations from platforms like Xiaohongshu (RED) and Douyin.

This trend has implications for Singapore’s hospitality and retail sectors, which must remain agile in their promotions, content strategies, and last-minute booking incentives. Hotels, attractions, and e-commerce platforms that offer dynamic pricing and limited-time experiences are more likely to capture this impulsive demographic.

Purpose of Visit: Leisure Dominates, but Business Travel Shows Recovery

Leisure continues to be the dominant travel motivation among Chinese visitors to Singapore in 2024, accounting for over 75% of inbound trips. Whether it’s family-friendly excursions to Sentosa, gastronomic exploration at hawker centres, or shopping along Marina Bay Sands, Singapore’s diverse offerings cater well to this segment.

Business travel, while smaller in volume, is showing a steady recovery—especially among high-level executives and professionals participating in MICE (Meetings, Incentives, Conferences, and Exhibitions) events. The rise of hybrid work and cross-border partnerships between Chinese and Southeast Asian firms has reinforced Singapore’s role as a strategic hub for regional collaboration.

Travel Companions: Small Groups and Solo Travelers Are on the Rise

Data reveals a noticeable decline in large group tours from China, which once dominated Southeast Asia’s inbound travel landscape. In their place, there’s a rise in Free Independent Travelers (FITs) and small group travel, often comprising friends, couples, or young families.

Solo travellers—especially female millennials—represent a growing niche. These tourists seek immersive cultural experiences, wellness activities, and lifestyle content worthy of sharing on social platforms. Singapore’s safety, efficiency, and multilingual environment make it an ideal destination for such travellers.

Emerging Trends: Sustainability, Local Culture, and Digital Integration

Beyond demographics and logistics, deeper behavioural insights show a growing interest among Chinese tourists in authentic and sustainable travel. Many opt for local food tours, nature parks like the Botanic Gardens or Pulau Ubin, and eco-conscious accommodations. Singapore’s “green city” branding is particularly resonant with younger Chinese tourists who value environmental responsibility.

Digital convenience is another make-or-break factor. Chinese tourists expect seamless mobile payment options (e.g., Alipay, WeChat Pay), bilingual signage, and instant access to digital services. Businesses in Singapore that cater to these preferences stand to gain a competitive edge.

Final Thoughts: Personalization and Timing Are Key

As Singapore continues to welcome back Chinese travellers in 2024, the key to capturing this market lies in personalisation, agility, and digital-savvy engagement. Marketers and tourism operators must go beyond traditional travel motivations and target micro-segments—like solo female travellers from Tier 2 cities or Gen Z consumers seeking eco-experiences.

With short booking windows and rapidly shifting preferences, success in 2024 depends on reading real-time signals and delivering curated, emotionally resonant experiences. Singapore is uniquely positioned to meet these expectations—and Chinese travellers are ready to explore.

Now is the time for brands, destinations, and operators to act— get in touch with us now to explore tailored strategies that connect with the next wave of Chinese travellers.