As the 2025 Qingming Festival comes to a close, what is traditionally considered a travel “off-season” has instead seen an unusually vibrant surge in tourism. Thanks to the dual appeal of cherry blossom season and the upcoming Osaka World Expo, Japan has once again become a top destination for Chinese outbound travelers. Travel demand has soared to record highs, with airlines increasing flight frequencies and online travel agencies (OTAs) experiencing a spike in bookings—painting a vivid picture of a springtime travel boom.
During this year’s Qingming holiday, Japanese cities such as Osaka, Tokyo, and Kyoto became the hottest international travel destinations. According to data from Trip.com, bookings by mainland Chinese tourists to Osaka and Kyoto during Qingming surged by over 70% and 80% year-on-year, respectively. Data from Tongcheng Travel also showed hotel reservations in popular cherry blossom viewing cities in Japan increased by over 120% year-on-year. As cherry blossom season draws to a close, last-minute “blossom chaser” tours and the upcoming World Expo have seamlessly sustained momentum in the tourism market.
“The World Expo’s ripple effect is becoming evident,” noted an industry insider. The Osaka World Expo 2025, opening on April 13, is expected to draw tourists from around the globe. According to Spring Tour, its 6-day, 5-night independent travel packages centered around the Expo are already sold out, with April departures fully booked. Searches for accommodations in Osaka have risen nearly fivefold compared to the same period last year, simultaneously boosting interest in nearby cities such as Kyoto, Kobe, and Nara. Kyoto’s rich cultural atmosphere, Tanabe’s natural beauty, and even the off-the-beaten-path Kumano Kodo pilgrimage trails have gained attention from an increasing number of Chinese tourists.
Meanwhile, in Japan’s southwestern Shikoku region, the Setouchi Triennale—a major international art festival—is returning on April 18 after a four-year hiatus. Although the event hasn’t officially started, interest in the area has already skyrocketed: searches for Takamatsu surged 80-fold, Shodoshima nearly 14-fold. In response, Airbnb launched a special campaign called “Island Hopping through Art Season – A Journey Across Seto Inland Sea in Spring, Summer, and Fall”, featuring three curated routes focusing on art, culture, and photography, encouraging Chinese travelers to experience the harmony between art and nature.
Airlines are also ramping up operations. Juneyao Airlines announced it will launch direct flights from Shanghai and Nanjing to Kobe starting April 18, expanding its total Japan routes to 14, with up to 40 flights per day. Spring Airlines plans to restore multiple direct routes by the end of April, including connections from Tianjin, Osaka, Yangzhou, and Nanjing, bringing the number of mainland Chinese cities with direct flights to Osaka to nine, and total weekly flights exceeding 80.
“Improved visa policies and cultural mega-events have kept Japan firmly atop the spring travel hotlist,” said an industry analyst at Trip.com Research Institute. “Chinese outbound travel is shifting from sightseeing checklists to interest-driven experiences, with in-depth travel and cultural engagement becoming key themes.” During the just-ended Qingming holiday, outbound travel interest more than doubled year-on-year, with Japan clearly emerging as the biggest winner.
