Chongqing — A growing number of tourists from Southeast Asia are traveling to southwest China’s Chongqing not just for sightseeing, but for shopping, as the city’s wholesale markets gain popularity among visitors from ASEAN countries.
A foreign shopper browses clothing at the New Chongqing International Smallware Wholesale Center in Chongqing. (Photo/China News)
At the New Chongqing International Smallware Wholesale Center in Yuzhong District, Thai tourist Bason and his family filled their carts with clothing, bags, bedding, and small household appliances during a recent visit.
“The products here are diverse and fashionable,” Bason said, adding that he spent one day of his four-day trip exploring local markets independently. “Shopping is a way to better understand the local culture.”
Similar scenes are unfolding across the city. At Chongqing Yidu Trade City in Dadukou District, Lao tourist Lar and her family were seen carrying multiple shopping bags as they continued browsing. She said the affordability and variety of small commodities made it difficult to stop buying.
A Lao tourist carries bags of purchased goods inside Chongqing Yidu Trade City. (Photo/China News)
Local tourism operators think the trend reflects a shift in travel behavior. Peng Hengcong, head of Chongqing Xingrui International Travel Agency, said “shopping tourism” has become a key component of itineraries for ASEAN visitors. “Many tourists now actively request shopping stops or visit markets on their own,” he said.
Official data support the trend. According to the Chongqing General Station of Immigration Inspection, more than 137,000 inbound foreign travelers entered through Chongqing Jiangbei International Airport in the first quarter of 2026, a 106% increase year-on-year. The top five source countries are Thailand, Malaysia, Singapore, Vietnam, and Indonesia.
Industry observers attribute the rise in shopping-focused travel to China’s manufacturing capacity and logistics networks. Yuki, a Lao tour leader, noted that unlike traditional group tours with mandatory shopping stops, the current trend is largely driven by tourists themselves.
“This kind of shopping combines tourism and business value,” Peng said. He added that some visitors purchase goods not only for personal use or gifts, but also for resale in their home countries. Items such as refrigerator magnets have recently seen repeat bulk purchases.
Retailers have also adapted to the influx of international customers. Feng Rong, a clothing vendor in Dadukou, said ASEAN tourists often prioritize product design and are willing to spend. Payment methods vary, with many using cash, while others opt for mobile platforms such as Alipay and WeChat Pay, as well as credit cards.
To improve accessibility, wholesale centers have introduced bilingual signage in Chinese and English and established dedicated service counters for foreign visitors, according to Xu Chunyan, deputy general manager of Chongqing Yidu Trade City.
Beyond wholesale markets, popular shopping districts such as Guanyinqiao and The Ring are also attracting ASEAN tourists, tour guides said.
Mo Yuanming, a professor at Chongqing Technology and Business University, said the rise of “shopping tourism” is contributing to consumption growth, upgrading the city’s cultural and tourism sectors, and fostering international exchange.