HelloDive is both a dive media brand and booking platform, and that gives us a unique window into what Chinese divers are searching for. With HelloDive.com consistently appearing at the top of Google and Baidu for diving searches, the behaviour we capture is a strong indicator of real demand.
By analysing traffic from Q1–Q3 this year, we can see not only where interest remains strong in the Chinese dive tourism market, but also which destinations are gaining momentum. For operators and suppliers, this snapshot highlights where opportunities are emerging.
The Core: Philippines, Indonesia & Malaysia
Together, these three countries account for over 40% of all searches on HelloDive, forming the backbone of Chinese divers’ travel planning.
Philippines leads the way, with Puerto Galera and Malapascua consistently among the most-searched destinations. Short flights, friendly conditions, and strong value keep demand high.
Indonesia follows closely, led by Tulamben and Manado, with Maratua and Raja Ampat showing a mix of accessible and aspirational appeal.
Malaysia remains strong with Redang and Semporna drawing steady attention, while Mabul and Sipadan sustain their reputations as diver favourites.
For operators, this reinforces the importance of offering packages that combine ease of travel with a balance of affordability and comfort—still the strongest drivers for Chinese divers.
Rising Stars: Japan, Palau & Egypt
Collectively, these three destinations now represent around 15% of total searches, signalling a steady shift beyond the established core.
Japan has seen rapid growth, with Okinawa and Mikomoto leading interest. Unique marine life and distinctive dive culture are making Japan a serious contender.
Palau continues to appeal strongly to divers seeking pelagic encounters, with Peleliu as the standout draw.
Egypt’s Red Sea consistently ranks as the leading long-haul destination, reflecting the rising popularity of liveaboard trips among Chinese divers.
These signals suggest divers are open to trying destinations that offer both adventure and distinct cultural appeal. For suppliers, this is the moment to differentiate by highlighting signature experiences and building awareness before demand fully peaks.
Beyond Asia: Australia & Fiji
Australia and Fiji together capture around 5% of searches, small compared with Southeast Asia but strategically significant as divers expand their horizons.
Australia sees demand led by the Great Barrier Reef, with Melbourne, Ningaloo, and the Whitsundays also searched regularly.
Fiji is anchored by Beqa Lagoon and Taveuni, with growing recognition of its shark dives and colourful reefs.
Much of this interest is from Chinese divers already based in Australia and New Zealand, such as international students and longer-term residents. This audience typically has greater flexibility with visas and travel time, they are also less dependent on Chinese-language services.
Strategic Takeaway
HelloDive’s traffic snapshot shows that Southeast Asia still dominates, but Chinese divers are steadily broadening their scope. We were surprised to see Vietnam emerge in the data, which further proves that divers are open to new frontiers. At the same time, the top 10 viewed destinations account for only about 70% of total traffic — the remaining 30% is spread across hundreds of other destinations. From the Bahamas to the Maldives, these “long tail” destinations are all attracting attention and show clear potential as the next wave of up-and-coming options.
The pattern is clear: convenience builds the base, but the “wow factor”—sharks, wrecks, and pelagic encounters—drives decisions. Onshore, service that feels familiar and culturally attuned builds loyalty. For operators, the opportunity is to highlight signature experiences, adapt to Chinese travellers’ needs, and move early to capture share.
At HelloDive, we welcome collaboration with tourism boards and dive operators looking to engage this growing audience. Our platform insights are just one way we help partners position themselves for success.
