Thailand has long been the preferred Lunar New Year destination for Chinese tourists, but this year, Japan has claimed the top spot.
Key takeaways
- Japan has overtaken Thailand as the top Lunar New Year destination for Chinese tourists, with travel bookings doubling from the previous year.
- Lower airfare prices and increased international flight availability have fueled a surge in outbound Chinese travel.
- Eased visa restrictions and a weaker yen are expected to drive further growth in Chinese tourism to Japan.
According to a report by Nikkei Asia, Japan was the top international destination for Chinese tourists during the eight-day Lunar New Year celebration ending on February 4, with travel bookings doubling compared to the previous year.
This trend was already observed in 2024 when Japan overtook Thailand in total international arrivals. Data from the United Nations World Tourism Organization show that Japan recorded 36.87 million international visitors in 2024, compared to Thailand’s 35.55 million. The increase in Chinese visitors has been a key factor in Japan’s tourism growth.
A report by the online travel agency Trip.com Group revealed that outbound travel from China increased by 30% year-on-year with the arrival of the Year of the Snake.
Japan emerged as the top destination for Chinese tourists, followed by Malaysia, Singapore, South Korea, and Thailand, according to Dongcheng Travel.
Lower airfare prices have also contributed to this surge in outbound travel. The Civil Aviation Administration of China reported an average of 1,888 international passenger flights departing from mainland China during the Lunar New Year holidays, a 24.6% increase from the previous year.
China Eastern Airlines boosted flights to Japan by 54%, while Spring Airlines expanded its international routes by 76%.
Hotel bookings abroad, including in Japan, saw a sharp rise, increasing by 300% on New Year’s Eve compared to the previous year.
Dongcheng Travel reported that flight bookings to emerging destinations such as Sapporo and Chiba in Japan, Johor in Malaysia, Da Nang in Vietnam, and Cebu in the Philippines had increased fivefold.
Hotel bookings in these locations also more than doubled in the first four days of the Chinese New Year holiday.
Eased visa restrictions have led tourism research firm JTB to predict that the number of Chinese tourists traveling to Japan in 2025 will rise by 33% to approximately 9.3 million.
Japan’s proximity to China and the weaker yen have further increased its attractiveness as a travel destination.
Japan aims to attract 60 million tourists by 2030, up from 36.8 million in 2024. However, securing higher spending from Chinese tourists remains a challenge amid China’s slow economic recovery.
Despite these challenges, analysts predict Japan’s popularity among Chinese travelers will continue to grow.
