Chinese travelers flocked to Japan during the eight-day Lunar New Year holiday ending on February 4, making it the most popular foreign destination for Chinese tourists, easily surpassing Thailand. According to data from the UN Tourism, Japan saw 36.87 million international tourist arrivals, overtaking Thailand, which received 35.55 million.
The increase is evident as the Japanese archipelago became the favored choice for travelers from China. This is part of a broader increase in arrivals, especially marked during significant holiday periods. The upward trend is not merely due to Japan’s long-standing reputation but also the effectiveness of improved travel services catering to Chinese clientele.
During this surge, WILLER EXPRESS, a highway bus operator, reported staggering numbers of Chinese passengers. By January 28, 2025, during the Chinese New Year period—which runs from January 13 to February 23—Chinese travelers using WILLER's bus services jumped to 2,473. This figure reflects approximately eleven times the number of Chinese travelers compared to the previous year and nine times more than the same period of 2019.
The analysis from WILLER EXPRESS indicates several factors contributing to this significant rise. The shift from traditional group travel to Free Independent Travel (FIT) has transformed how Chinese tourists explore Japan. Now, they seem to prefer convenience and flexibility, opting for transportation modes like highway buses. This change is bolstered by Chinese-friendly payment facilities offered on WILLER TRAVEL's booking platform, facilitating smoother transactions.
Approximately 80% of these enthusiastic travelers were utilizing routes connecting Tokyo's Kanto region with the Kansai area, which includes Osaka and Kyoto. Interestingly, the demographic data shows a youthful skew, with over 60% of the riders between the ages of 18 and 23, significantly exceeding the same age demographic of Japanese passengers.
Japan’s growing appeal can be linked to its rich culture, advanced infrastructure, and the allure of cherry blossoms and historic sites. Chinese travelers are increasingly engaging with Japan on social and cultural levels, extending their stays and exploring beyond the typical tourist trail.
According to experts, this trend is likely to continue, driven by the interplay of favorable exchange rates, enhanced travel packages, and improved accessibility for Chinese visitors. Tour operators across Japan are gearing up to capitalize on this trend by tailoring experiences to meet the preferences of this growing demographic.
If the increase from this Chinese New Year is any indication, Japan is set to see even more incredible figures of visitor numbers. The trends compile with the positive feedback loop of satisfied travelers returning for repeat visits or recommending Japan as their top choice, feeding the growth of the tourism sector. The future appears bright for the Japanese tourism industry, particularly amid rising numbers from China.