【Text by Observer Net, Deng Jun; Editor by Zhao Qiankun】

According to Nikkei Asia (a subsidiary of the Japanese Economic News), Chinese domestic hotel operators are expanding aggressively into Southeast Asia to meet the growing demand for outbound tourism from China.

The report states that Southeast Asia, a globally renowned tourist destination, has always been favored by Chinese tourists. According to data from Ctrip Group, during the 2025 National Day and Mid-Autumn Festival holiday period, Southeast Asian countries such as Thailand, Malaysia, and Singapore ranked among the top destinations for Chinese outbound travelers, along with Japan and South Korea.

According to a report released by the travel insight agency Outbox, in 2024, Southeast Asia received 121.3 million international tourists, with the tourism sectors of countries such as Malaysia, Thailand, Vietnam, Indonesia, and Singapore showing rapid recovery. Further statistics from the ASEAN Secretariat show that in 2024, the number of Chinese tourists traveling to ASEAN countries reached 20.4 million, an increase of 56% compared to ten years ago, far exceeding the 16% growth rate of other countries and regions.

The Economic Daily reported that it is expected that in 2025, Southeast Asia will attract over 120 million international tourists, with tourism revenue expected to exceed $350 billion, and the tourism sector's share of regional GDP is expected to rise to 8.5%.

With the increasing importance of Southeast Asia in the global manufacturing supply chain and the deepening of regional integration, the local hotel and tourism market have shown strong resilience and development potential. A group of Chinese hotel chains, represented by Jinjiang Hotels (China Region), are viewing Southeast Asia as an important market for their second growth curve.

On October 31, 2025, Jinjiang Hotels (China Region) officially announced that its national brand, 7 Days Inn, will enter Southeast Asia—Jinjiang Hotels (China Region) has reached an agreement with Nexa Hospitality Limited, the investment company of 7 Days Inn, for 10 projects. This means that after Jinjiang Hotels (China Region) launched the overseas expansion plans for brands such as Jinjiang City, Li Feng, Jinjiang Star, Jingge, and Yunju at the end of August 2025, 7 Days Inn has become the sixth national brand under Jinjiang to initiate an overseas expansion plan.

7 Days Inn Klang Valley Project, Jinjiang Hotels (China Region)

According to Jinjiang Hotels (China Region), the first 10 7 Days Inn hotels will be mainly located in major cities and popular tourist areas in Malaysia, including Kuala Lumpur, Perak, Penang, and Selangor, covering key areas such as the Jalan Tuanku Abdul Rahman business district, the Ipoh Old Street business district, and the Jalan Raja Laut business district. The overseas expansion project will be fully managed and operated by Jinjiang Hotels (China Region)'s local team, demonstrating its strategic determination to deepen localization in the Southeast Asian market.

Currently, Jinjiang Hotels (China Region) has dispatched management teams to core markets such as Malaysia, Indonesia, and Vietnam. In the future, this Chinese brand, which upholds the concept of "enabling more people to live better," is expected to inject new momentum into Jinjiang's development in Southeast Asia through its differentiated competitiveness of "high quality and digitalization."

Jinjiang Hotels (China Region) told Observer Net that the company will adopt a "light asset entry + localized deepening" strategy for large-scale overseas expansion, building a self-cycling management system covering development, construction, and operation in Southeast Asia. While cooperating with local partners to expand the market, the company also actively promotes the development of its own brands. Currently, Jinjiang Hotels (China Region) has established a diverse brand matrix in Southeast Asia, ranging from high-end to budget accommodations, family vacations to business travel, and has built a good market reputation with its premium mid-range brands.

Shen Min, Vice President of Shanghai Jinjiang International Tourism Co., Ltd., pointed out: "Wherever Jinjiang's hotels go, tourists follow." In the future, the company will fully leverage its hotel and tourism synergy advantages to bring in customers for overseas projects.

International tourism media Travel And Tour World analyzed that with Jinjiang Hotels (China Region) accelerating its layout in the Southeast Asian market, the hotel supply in emerging cities in the region will further increase, and the coverage of its membership loyalty program will continue to expand. This move will also provide more reasons for various customer groups, such as backpackers, upscale travelers, businesspeople, and digital nomads, to explore emerging destinations in Southeast Asia.

This article is an exclusive piece by Observer Net. Reproduction without permission is prohibited.

Original: https://www.toutiao.com/article/7568831436719915539/

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