China overtakes Japan as top June travel spot for Singaporeans

The firm reported a 58% surge in Singaporean visitors to China.

China has overtaken Japan as the top travel destination for Singaporeans this June holiday season, according to new data from multi-currency wallet YouTrip.

The firm said there was a 58% surge in Singaporean visitors to China, driven by cost-conscious travel habits and the growing allure of Chinese culture, food, and retail experiences.

More than 80% of Singaporeans chose to travel within Asia, with destinations like China, Japan, South Korea, and Thailand dominating the charts.

China’s rise reflects a preference for value-driven travel: major cities such as Shanghai, Beijing, and Shenzhen offered not just affordability but a rich mix of experiences. Popular Chinese brands like Pop Mart, Hai Di Lao, and Chagee were top-of-mind for travellers eager to explore contemporary Chinese lifestyle offerings.

One in four travellers visited multiple destinations, showing that pent-up demand remains strong. Whilst Southeast Asia continued to be a food haven—with travellers flocking to local chains like Thong Smith and Chatramue—North Asia became the go-to for shopping.

Spending in North Asia was 300% higher than in Southeast Asia, fuelled by retail stops at Miniso (China), GU (Japan), and Olive Young (South Korea). To balance the budget, many travellers opted for cheap eats from convenience stores and food courts.

Western countries like the US, UK, and Australia attracted culture and adventure seekers. But even in those destinations, Singaporeans embraced thrift, opting for home-cooked meals and free outdoor experiences over high-cost tourist attractions.

Families continued to dominate the June holiday scene, especially amongst Millennials (aged 30–44) and Gen X (45–59), who prioritised affordable, short-haul trips.

Gen Z (18–29) spread out to a wider variety of destinations, often choosing immersive, experience-driven travel over shopping. Seniors (60+) preferred slower-paced, all-inclusive tours, often skipping overcrowded countries like Japan.

Reaching the people who run Asia's businesses is harder than it used to be.

Inboxes are crowded. Attention is short. The executives you most want to reach — the founders, CFOs, and operators who actually move budgets — are the hardest to find through the usual channels. If you're building a company, a category, or a reputation, you already know this.

We've spent twenty years building the room they read. Singapore Business Review is where senior decision makers in Singapore and across Southeast Asia come for business coverage they can't get elsewhere — in print, online, and in person at the summits and roundtables we host across seven markets.

If you have something these readers should know about — a point of view worth publishing, a product worth their attention, an event worth their time — we'd like to hear what you're trying to do.

Book a meeting

| Or download the media kit (PDF)

240,000 senior readers quarterly in print Top 1,700 Singapore companies reached

7 markets across Southeast Asia