During the Spring Festival, many Chinese residents in Japan noticed a significant increase in Chinese tourists compared to previous years. This year, Japan surpassed Thailand to become the most popular international travel destination for Chinese tourists.

According to a Feb. 11 report by Nikkei Asia, data from Trip.com Group and Tongcheng Travel revealed that Japan was the most popular overseas destination for Chinese travelers during the Spring Festival, ahead of Malaysia, Singapore, South Korea, and Thailand. The report also cited data from the United Nations World Tourism Organization, which showed that Japan received 36.87 million international tourists last year, surpassing Thailand's 35.55 million. The increase in Chinese tourists to Japan reflects a broader global tourism trend.

The growth in Chinese outbound travel was fueled by an increase in flights and a drop in airfares. Data from the Civil Aviation Administration of China showed that during the Spring Festival, an average of 1,888 international passenger flights were operated daily, a year-on-year increase of 24.6%. On the China-Japan route, China Eastern Airlines increased its flights to Japan by 54%, with passenger volume rising 71.2% compared to last year's Lunar New Year. Similarly, Spring Airlines reported a 76% growth in outbound passenger numbers during the same period.

To attract Chinese tourists, Japan's tourism industry has implemented various initiatives. ANA (All Nippon Airways) partnered with Trip.com last October to sell tickets directly on the platform and launched a promotion in January offering free domestic transfers in Japan for Chinese travelers purchasing international tickets. On Feb. 3, ANA Group's Chief Financial Officer shared in a press conference that revenue from China routes during the Spring Festival increased by more than 50% year-on-year, expressing optimism about maintaining strong inbound travel from China in the future.

Japan's retail sector also made extensive preparations to welcome Chinese consumers. Major department store chain Takashimaya reported robust visitor numbers and spending by Chinese tourists during the Spring Festival, with duty-free sales increasing by 50% compared to the same period last year. To better serve Chinese customers, Takashimaya introduced real-time translation services, connecting customers with live translators to facilitate communication, particularly for complex purchases like golf equipment.

According to JTB Tourism Research & Consulting Co., Japan's proximity to China and the weaker yen are key factors attracting Chinese tourists. An analysis by Kyodo News on Feb. 11 also pointed to improved Sino-Japanese relations as a driving factor. The report noted that in addition to Tokyo, Osaka, and Kyoto, destinations like Sapporo, Hakodate, and Noboribetsu in Hokkaido, as well as Takayama in Gifu Prefecture—renowned for snow-covered landscapes and hot springs—have become particularly popular with Chinese tourists. A representative from a Japanese tourism marketing firm highlighted that China's efforts to promote winter sports have also contributed to the rising appeal of Japan as a snowy getaway.

Chinese tourists also remain a dominant force in Japan's tourism economy. According to data from the Japan Tourism Agency released in January, total spending by foreign visitors in Japan reached 8.1395 trillion yen in 2024, with Chinese tourists accounting for 21.3%, the largest share.

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