China’s travel market still hasn’t returned to its pre-pandemic model. The number of visitors from China to Bali remains below pre-COVID levels, but the main change is not just in the figures: where a significant share of trips used to be through organised groups, more and more travellers are now coming independently.
One of the key drivers has been the growth of digital platforms. Travellers are increasingly buying flights, booking accommodation and putting together their own itineraries, so reliance on package tours has dropped noticeably. And when Chinese tourists do travel with others, it is more often in family groups rather than classic coach tours.
The tourist profile has changed too. There are now more millennials and Gen Z visitors among travellers from China. For them, flexibility, local experiences and unusual places and spots that look good on social media matter more.
Another factor is air connectivity. After COVID-19, flight networks recovered gradually, and even in 2025 Bali Airport continued to add new routes from China. At the same time, the authorities openly say that tickets remain expensive and timetables are not always convenient for large groups, so independent travel looks easier for some tourists.
According to Bali’s statistics office, in 2025 the island welcomed around 537,000 tourists from China, and this is still one of the largest overseas markets. But before the pandemic, Bali received about 1.2–1.3 million Chinese tourists a year.
Source: travel.detik.com
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