Driven by growing fears of a potential earthquake in Japan, Hong Kong travellers are rapidly shifting their summer holiday plans toward Vietnam, South Korea, and western China — destinations now seeing surging demand thanks to their safety, value, and appeal. This regional travel boom is also being powered by a ten percent drop in group tour prices, made possible by increased flight capacity and strong competition among travel agencies. As a result, Japan — once the top pick for outbound holidays — is experiencing a sharp decline in bookings, while alternative Asian destinations rise to take its place.

Amid growing fears of seismic activity in Japan and a boost in airline seat availability, Hong Kong travellers are shifting their summer holiday plans toward safer and more affordable destinations — triggering a sharp surge in group tour demand for Vietnam, South Korea, and western regions of mainland China. In response, travel agencies have rolled out price cuts of up to ten percent compared to last year, making these destinations even more attractive to cautious and cost-conscious travellers.

Tour Prices Drop as Travel Patterns Shift

Group tour prices from Hong Kong have fallen by more than ten percent this summer, according to several leading outbound tour operators. This pricing drop is largely attributed to increased flight capacity, which has allowed travel agencies to offer more competitive packages to a range of regional destinations — particularly Southeast and East Asia, where travel demand is now surging.

While some tours have retained their pricing from the previous year, many packages have become significantly cheaper, especially those targeting short-haul destinations. The combination of lower costs and growing concerns over traveling to Japan has reshaped the summer travel landscape.

Vietnam’s Popularity Skyrockets

Among the biggest winners is Vietnam, where group tour bookings have seen a remarkable 30 to 40 percent increase over previous years. Destinations like Nha Trang, known for its beaches and resorts, have become a favorite among Hongkongers seeking both value and relaxation.

According to travel platform listings, a five-day, five-star hotel tour to Nha Trang in June was priced around HK$2,900 (US$369). For peak summer months like July and August, prices rose slightly to HK$3,100 to HK$3,700, still representing a 10 percent price drop from last summer’s rates of HK$3,500 to HK$4,100.

South Korea Sees Strong Recovery

South Korea is another standout destination, with group tour prices experiencing a steep decline. Five-day summer tour packages offered by Sunflower Travel Service now start as low as HK$2,099, with the higher-end options capping at around HK$3,799. This is a significant drop from last year’s minimum price of HK$4,299 for similar tours.

Agency executives have confirmed that business to South Korea is recovering strongly, boosted by increased travel confidence, appealing cultural experiences, and aggressive pricing. These factors have combined to position South Korea as a top alternative to Japan this summer.

Western Mainland China Gains Momentum

Meanwhile, western China, including Xinjiang and the Silk Road regions, continues to draw steady tourist interest from Hong Kong. These culturally rich and scenic destinations have benefited from consistent demand and stable pricing, especially for tours to Urumqi and nearby cities.

Airlines have added more seats to accommodate rising interest in western Chinese tours, ensuring that packages remain accessible and affordable. For travellers seeking heritage, adventure, and local culture without venturing far from home, this part of the mainland offers an increasingly popular escape.

Japan Travel Wanes Despite Discounts

Historically the top overseas destination for Hongkongers, Japan is seeing an unexpected downturn this summer, with an estimated 80 percent drop in group tour bookings, according to major travel agencies. This decline comes despite lower airfares and more affordable tour packages.

For example, a seven-day Japan group tour covering Osaka, Wakayama, Awaji Island, and Kobe — including stops at Universal Studios and Expo 2025 — is priced between HK$9,900 and HK$11,800, a reduction from last summer’s HK$12,000 to HK$13,000 range. Still, bookings remain sluggish.

The primary driver behind this shift is public fear of an imminent earthquake. Concerns intensified after the Japanese government’s March report on the Nankai Trough earthquake threat, which runs off the country’s southern coast. These warnings were amplified by viral social media posts and even speculative manga predictions, suggesting a massive earthquake could occur in July.

Though unverified, these rumors have been enough to spook thousands of families, who are now opting for safer alternatives throughout Asia.

Industry Still Recovering Despite Strong Travel Numbers

Despite the boom in outbound travel, Hong Kong’s travel agency industry is still recovering, reaching only about 70 percent of its pre-pandemic level. This is partly due to the rising trend of self-planned and independent travel, which has eaten into demand for packaged group tours.

Still, overall travel activity is surging. According to recent reports, Hong Kong residents made 104.7 million outbound trips in 2024, a 10.6 percent increase over 2019 and a massive 45 percent rise compared to 2023. These figures signal strong appetite for international exploration — even as destination preferences evolve rapidly.

Conclusion: Travel Redefined for 2024

This summer marks a notable turning point for Hong Kong’s outbound tourism. As Japan experiences an unexpected pullback, neighbouring destinations like Vietnam, South Korea, and western China are enjoying an unprecedented surge in bookings, aided by competitive pricing, added flight capacity, and growing traveller confidence.