Fans greet LABUBU at the Suvarnabhumi Airport in Bangkok, Thailand on July 1.

China's outbound tourism to Southeast Asia has maintained a  positive momentum during the busy summer travel season, supported by increased visa-free policies and enhanced travel facilitation measures.

As of Monday, the popularity of hotel bookings for Kuala Lumpur, Malaysia  on Tongcheng Travel had increased by 337 percent year-on-year, followed by Singapore of 245 percent, Phuket of 219 percent and Bangkok of 215 percent, the Chinese travel platform said on Tuesday.

International flight bookings from China to the Malaysian capital had increased by 161 percent, followed by Bangkok of 148 percent and Jakarta of 134 percent.

Thailand said it will extend visa-free stays for tourists, business travelers, and short-term workers from 93 countries, including China, to 60 days per stay, up from the previous 30 days, effective on July 15. This follows a mutual visa exemption agreement between China and Thailand in March, according to China Media Group.

Earlier, Laos also announced a new policy granting Chinese tourists a visa exemption for up to 15 days, starting from July 1.

These fresh policies underscore the region's emphasis on the Chinese market, Xu Xiaolei, a marketing manager from CYTS Tours Holding Co, told the Global Times on Tuesday. 

He noted that the industry offers diverse classic Southeast Asian routes that continue to innovate, such as developing niche island routes, expecting the region remain a popular choice for Chinese travelers this summer due to its diverse offerings and unique beauty.

An Jia, a 26-year-old young travel enthusiast, views Southeast Asia, including Thailand, as destinations she is most eager to revisit, particularly following the visa-free and extended stay policies.

"Southeast Asian countries, such as Thailand, offer affordable travel opportunities with stunning landscapes and budget-friendly local services," An told the Global Times on Tuesday, adding that "for me, they are also ideal places for underwater diving with cheap and high quality diving facilities." She highlighted the region's vibrant international atmosphere and rich cultural diversity, which greatly appealed to her.

Yu Xiao, a veteran tourism manager, told the Global Times on Tuesday that these policies will strongly appeal to China's middle and lower-income earners, as well as those deterred by the complexities of overseas travel procedures, likely spurring their interests in Southeast Asia as a nearby travel option.

During this summer, there is a strong outbound tourism demand in China, focusing mainly on Asia's popular destination such as Singapore, Malaysia and Thailand, where visa-free agreements with China form a "Golden Route"  becoming a top choice for Chinese tourists, Tongcheng Travel said.

The facilitating policies are expected to draw more young visitors toward independent travel to Southeast Asian countries for in-depth experiences, considering their proximity and cost-effectiveness, Yuan Li, a project manager from Beijing-based Jiayou International Travel Agency, told the Global Times on Tuesday.

However, Yuan noted that aged individuals, families and corporate groups still favor organized group tours due to safety concerns and the convenience of itinerary planning. He also highlighted that the travel surge to Southeast Asia, driven by favorable visa policies, could potentially result in rising prices to these destinations.

However, some recent incidents have made personal safety a major concern for Chinese tourists when traveling to the region.

Deng Qi, a Beijing resident with two kids, told the Global Times that she is inclined to choose Japan or Korea over Southeast Asia as a travel destination, due to safety concerns as well as a possible lack of infrastructure catering to children in some Southeast Asian countries.

Both Xu and Yuan said that one-off security incidents are unlikely to dampen Chinese tourists' enthusiasm for traveling to the region, given the incidents low probability. For those with safety concerns, opting for group tours with reputable agencies provides a more secure alternative, they said, noting it is crucial to maintain heightened safety awareness.

In a latest case, the body of a Chinese woman believed to have been kidnapped for ransom was found on Saturday in overgrown grassland in Bang Phra, Thailand in a decomposed state after having been buried for more than 10 days, thestar.com.my reported on Saturday.