Chongqing - A tourism wave branded “I’m in Chongqing” is sweeping across Southeast Asia, with visitors from countries like Malaysia, Indonesia, Singapore, and Thailand flooding into the mountainous megacity in record numbers.

According to the latest data, tourist arrivals from Malaysia and Indonesia to Chongqing have increased over tenfold year-on-year. Singaporean arrivals have increased sixfold, while those from Thailand, Laos, and Vietnam have also tripled.

An inbound tour group takes photos of the monorail passing through a building at the Chongqing Liziba viewing platform. (Photo/Shangyou News)

What’s attracting them? Beyond the globally popular hotpot and cyberpunk-style urban landmarks, such as Hongyadong and the Liziba monorail station, a growing list of new “must-see” attractions is capturing hearts. These include panda-watching at Chongqing Zoo, shopping sprees at Chaotianmen Market, rural village stays, visits to digital factories, and immersive experiences in traditional Chinese performance arts.

Travelers flock to experience “8D Magic”

From posing for photos as monorails pass through buildings to enjoying hotpot in fields of blooming rapeseed, Southeast Asian tourists are discovering the many faces of Chongqing.

Take a nearly 70-year-old Malaysian tourist, who finally saw with his own eyes what he had long admired on Facebook—Hongyadong, monorails running through buildings, and the rugged beauty of Ayi River and Wulong’s Tiansheng Sanqiao (three natural bridges). “It’s so much more stunning in real life. I can’t wait to see the pandas tomorrow.”

Meanwhile, in Beibei’s Jindaoxia town, Vietnamese tour groups were soaking in the pastoral tranquility. Ancient villages, handcrafted bamboo goods, and rustic snacks offered a charming contrast to the urban dazzle. “I never imagined experiencing rural life like this in Chongqing,” said the group leader, who studied Chinese in university and was deeply impressed by the city’s complexity and character.

Customization is key for Southeast Asian markets

These rural experiences are part of Chongqing’s broader strategy to diversify inbound offerings. Over 78 villages have been recognized as “Beautiful Leisure Villages of China,” and seven tourism projects have been included in the World Tourism Alliance’s rural revitalization cases.

Tourism officials say more themed experiences are on the way—from seasonal tours to traditional festival packages—all designed to deepen foreign tourists’ connection with the region beyond iconic photo ops.

“Different countries have different travel habits,” said Peng Hengcong, General Manager of Chongqing Xingrui International Travel Agency. “Vietnamese and Cambodian tourists love short, exciting 4–5 day itineraries that include novelty activities, like wrapping dumplings or hotpot picnics in flower fields. Indonesian travelers, many of whom are of Chinese descent, prefer 8–9 day trips that focus on natural beauty and cultural depth, such as boating down the Wujiang River or watching the red-themed stage play “Chongqing 1949.”

For Singaporean and Malaysian travelers, shopping and photography are top priorities. “Many of them go on social platforms like Xiaohongshu and TikTok for travel ideas,” said tour guide Xu Jiaqi, who noted that Chinese cosmetics and kidswear from Chaotianmen are especially popular.

In response, travel agencies are curating thematic tours—photography trails, digital innovation factory visits, and even behind-the-scenes experiences at top-performing companies like Transsion, which is a popular player in the Southeast Asian smartphone market.

A push for accessibility and partnerships

Much of the tourism boom can be attributed to improved accessibility and targeted outreach efforts. In 2024 alone, Chongqing deployed 2,550 new POS machines for foreign cardholders and opened 95 new foreign exchange service points. The city also launched more direct flights to Southeast Asia, including new routes to Penang and Kuching.

On the promotional front, cross-border collaborations have proven effective. A joint tourism campaign hosted in Changchun last year, involving tourism-related departments from Chongqing and Malaysia, generated strong interest in Changchun-Chongqing-Malaysia linked routes. Officials in Chongqing now plan to build on these efforts via the Lancang-Mekong Tourist Cities Cooperation Alliance and sustained global campaigns.

Chongqing welcomed 1.27 million inbound tourists in 2024, up 183.6% from the previous year. During the 2025 Spring Festival period alone, nearly 17,000 foreign tourists arrived,representing  a 69% year-on-yea increaser.

Now more than ever, the city is positioning itself as not only China’s most "cyberpunk" metropolis but also a top-tier destination where digital innovation, mountain magic, and cultural richness converge, offering something unforgettable for every traveler.

(Qiu Jinyi, Guo Xinxin, reporters from Shangyou News, contributed to this report's Chinese version.)