Singapore has emerged as the most China-curious market in Southeast Asia, according to new data from travel platform Traveloka. Between January and August 2026, searches for flights and hotels in China from Singapore surged 132% year-on-year, the sharpest increase among the five Southeast Asian markets the company tracks.
The data points to a broadening travel map among Singaporeans, with demand growing fastest for less conventional destinations. Bookings to Changchun, the capital of Jilin province, are running at more than three times the rate seen from other regional markets. Shenyang and Kunming are also drawing nearly double the regional average interest, while Urumqi, the capital of Xinjiang, has joined Harbin and Changchun as an emerging favourite.
Secondary cities gain ground
This shift toward northern and far western China is notable for travel sellers and suppliers. While Shanghai, Beijing, Shenzhen, and Guangzhou continue to anchor demand, Traveloka's data shows bookings to China's so-called "new first-tier" cities are growing more than twice as fast as those to the traditional hubs. That suggests Singaporean travellers are increasingly comfortable venturing beyond the well-trodden routes.
For airlines and hoteliers, the trend reinforces the value of expanding networks and marketing efforts beyond the major gateways. The rise of Urumqi, in particular, reflects growing interest in Silk Road heritage and Xinjiang's landscapes, a niche that tour operators and destination management companies may want to tap.
Traveloka's findings align with broader patterns in the region. China has been rolling out visa-free entry for Singapore passport holders, a policy that has already boosted arrivals. The visa-free travel lift has encouraged luxury hotel groups to accelerate their China expansion, and the new demand from Singapore could add further momentum.
For travel agents and online travel agencies, the data underscores an opportunity to package secondary-city itineraries. "Singaporeans are clearly looking for new experiences beyond the classic Beijing-Shanghai corridor," said a Traveloka spokesperson. "Destinations like Changchun and Urumqi offer winter sports, cultural heritage, and landscapes that are quite different from what they find in Southeast Asia."
The trend also has implications for aviation. Singapore Airlines and its regional subsidiary Scoot already serve multiple Chinese cities, but the growing interest in secondary points could support additional frequencies or new routes. The recent codeshare expansion between Malaysia Airlines and China Southern shows how carriers are adapting to shifting demand patterns across the region.
For the year-end holiday season, Traveloka is promoting its 10.10 Epic Sale, running from 1 to 10 October 2026. The campaign offers S$100 off flights to China, a S$200 sitewide coupon, and an extra 20% off hotel flash sales, with a focus on China, Bali, and Japan. The promotion is designed to capture the surge in interest, particularly among Singaporeans planning winter trips to northern Chinese cities.
The broader context is a China outbound market that is entering a slower growth era, as destinations and brands adapt to changing traveller preferences. But inbound interest from Southeast Asia, led by Singapore, appears to be bucking that trend. For hoteliers, the message is clear: secondary Chinese cities may offer the next wave of growth, and those with properties or distribution in places like Changchun, Shenyang, and Kunming stand to benefit.
Traveloka's data also highlights the importance of digital marketing and flash sales in converting interest into bookings. The platform's focus on China, Bali, and Japan reflects where Southeast Asian travellers are heading, and the response to its promotions will be a useful indicator for the industry heading into 2027.
