In recent years, the landscape of Chinese tourism to Japan has undergone notable changes. Not only have destination preferences shifted, but the demographics and spending patterns of travelers have also been significantly refreshed. Once heavily focused on Japan’s three major metropolitan areas, Chinese tourists are now embracing the charm of smaller cities, exploring Japan in entirely new ways.
Changing Destination Preferences: From Major Cities to Small Towns
In the past, over 90% of Chinese visitors to Japan concentrated on the three major metropolitan areas—Tokyo, Osaka, and Nagoya—drawn by bustling cityscapes and abundant shopping options. However, this year has seen a dramatic shift. Chinese tourists are no longer limiting themselves to traditional urban hotspots but are increasingly venturing into Japan’s smaller towns. Places that were once little known are now bustling with Chinese travelers.
These small towns, with their unique natural landscapes, rich historical and cultural heritage, and tranquil living environments, are attracting Chinese tourists seeking in-depth and personalized travel experiences. Visitors stroll through ancient streets and alleys, savor authentic Japanese cuisine, experience local customs, and enjoy relaxing journeys far from the noise of big cities.
Evolving Demographics and Spending Patterns: The Rise of Young Travelers and Diversified Consumption
Alongside the shift in destinations, the structure of Chinese tourists traveling to Japan is also quietly evolving. The once-dominant middle-aged groups (“uncles and aunts”) are increasingly being replaced by travelers born in the 1980s, 1990s, and 2000s. Although these younger tourists generally have lower average spending per person, they demonstrate a brand-new approach to travel consumption.
According to data, among the 2.3649 million Chinese tourists visiting Japan from January to March, the average per capita spending was 222,000 yen (approximately 11,400 RMB). While their spending power is lower than that of previous generations, the proportion of independent travelers has surged dramatically. Instead of settling for hurried group tours, young tourists now prefer to plan their itineraries freely and immerse themselves in local life. This preference for independent travel makes them more inclined to choose small towns over bustling cities, embarking on unique “countryside adventures.”
Growing Enthusiasm for Japan Travel: Multiple Driving Factors
The sustained enthusiasm of Chinese tourists for Japan is fueled by several factors. The depreciation of the yen has lowered travel costs, making shopping, accommodation, and other expenses more affordable. Streamlined visa policies have made it easier and faster to apply, while a greater variety of flight options and more competitive airfares have simplified trip planning. Additionally, the close geographical proximity and cultural affinity between China and Japan enhance the sense of comfort and familiarity for travelers.
Moreover, the waning popularity of travel to Thailand has led some tourists, originally planning to visit Thailand, to shift their focus to Japan instead. Although the May Day Golden Week holiday had yet to begin at the time of reporting, early data clearly shows Japan once again emerging as the “biggest winner.” Rising travel bookings and hotel occupancy rates suggest that the number of Chinese tourists visiting Japan is set to continue climbing.
A Promising Future for Japan Tourism
The outlook for Chinese tourism to Japan remains bright. According to the Japan National Tourism Organization (JNTO), the total number of inbound visitors to Japan from January to March 2025 reached 10.5373 million, an 80% increase compared to the same period in 2024.
As tourism exchanges and cooperation between China and Japan deepen, further exploration and integration of tourism resources, along with ongoing improvements in tourism services, are expected to attract even more Chinese tourists. Both the modern allure of bustling cities and the peaceful, historic charm of small towns will continue to captivate travelers of various age groups and spending profiles.
It is foreseeable that the boom in Chinese travel to Japan will persist for some time. The Japanese tourism industry will face new opportunities and challenges ahead—figuring out how to better meet the increasingly diverse needs of Chinese tourists and enhance their travel experiences will remain an important task for the sector.
