[Diary Point = Reporter Choi Seung-jin] Demand for winter travel to China is broadening from nature-focused trips to Zhangjiajie toward city travel in destinations like Xiamen, Qingdao and Shanghai. According to booking data released by Mode Tour on October 30 for packages departing this November and December, Zhangjiajie accounted for 20.9% of bookings, followed by Qingdao at 17.2%, Shanghai at 14.1%, Guilin at 9.4% and Xiamen at 8.8%.
Bookings for Xiamen jumped 52% compared to the same period last year. Travel agencies say the trend reflects not only first-time visitors to China but also repeat travelers who have already visited Zhangjiajie or Guilin and are now seeking out each city's distinct food, culture and everyday scenery.
Beyond Zhangjiajie: more options for short city trips
The shift has been driven partly by easier access to China and the continuation of visa-free entry. Holders of ordinary South Korean passports can stay in China visa-free for up to 30 days for designated purposes such as tourism through December 31, 2026.
City trips are attractive to families because they fit more easily into shorter itineraries. Unlike Zhangjiajie-style packages that center on transportation and sightseeing at natural scenic spots, city itineraries make it easier to divide time among food, shopping, history and relaxation according to each family member's stamina and interests — and to choose a different route on repeat visits.
Xiamen: mild resort vibes paired with cultural heritage
Xiamen, a coastal city in China's southeastern Fujian province, is known for Gulangyu Island, Fujian's tulou earthen buildings, coastal scenery, hot springs and local cuisine. Even in winter, it's easy to combine natural scenery with city strolls, making it simple for parents and children to each follow the itinerary they prefer.
However, because key attractions like Gulangyu and the tulou are not clustered in one downtown area, travel between sites can take time. For families, it may be less tiring to build an itinerary around two or three highlights — Gulangyu, the tulou or the hot springs — rather than trying to pack in as many stops as possible.
Qingdao offers great food, Shanghai offers city infrastructure
Qingdao is an easy city to explore with coastal walks, local food and a modern cityscape all close together. Its relatively simple, food-and-stroll-centered itinerary makes it a good fit for families traveling with grandparents or for first-time independent travelers to China. On the other hand, winter sea winds and weather can affect overall satisfaction with the trip.
Shanghai makes it easy to take advantage of extensive public transit along with shopping, exhibitions and themed attractions, allowing family members with different interests to each find something to enjoy in the same itinerary. But with large crowds and sprawling attractions, families with young children or elderly travelers may want to limit the number of stops per day.
This trend doesn't mean demand for Zhangjiajie is disappearing — rather, it suggests that criteria for choosing a China trip are expanding from scenery-focused tourism to city experiences that travelers can revisit. This winter's packages are expected to continue combining nature-focused tours of Zhangjiajie and Guilin with city experiences in Xiamen, Qingdao and Shanghai.