To the delight of cautiously optimistic tourist destinations and retailers, Chinese tourists are returning to Japan in significant numbers, despite expectations that the recovery will be delayed until 2024. Perhaps more reassuringly, what makes this resurgence stand out is that there isn't much of it. Increased number of visitors due to changes in spending patterns, etc.
Since the pandemic, Chinese travelers have shifted primarily to domestic tourismStay close to home for convenience and value for money. In 2023, there were approximately 489 million domestic trips within China, and 101 million cross-border trips, of which 70% were to Hong Kong, Macau, and Taiwan.
While domestic tourism is booming, more Chinese travelers are traveling to Japan or planning to travel in the near future, and more and more Chinese travelers are spending overseas and, more importantly for brands, spending overseas. I can see that you are showing enthusiasm.
According to Airbnb China, Japan topped the search list for international travelers this spring, followed by New Zealand, the United States, and Italy. Ahead of the Qingming (tomb-sweeping) festival earlier this month, searches for long-haul travel increased by more than 250% year-on-year, and searches for Asian destinations increased by 350% year-on-year.
Airbnb notes that in Japan, Chinese tourists are particularly interested in the cherry blossom season, with the activity ranking high on search lists.
Drawn to anime, culture, and gourmet tourism, China's Gen Z is becoming an important demographic in Japan's tourism industry.
Travel plans are rapidly increasing in Xiao Hongshu, allowing young aspiring travelers to plan multi-day trips on a budget.
“Japan is the most experiential country I have ever visited, and the prices are not as high as I expected. Hurry up and enjoy the world of anime,” said Guangzhou-based Chenhaoxuan. say.) An 8-night, 9-day Tokyo and Osaka itinerary designed for university students, with a budget of RMB 6,000 ($828). The video, posted on April 3, has garnered 44,800 likes, 33,700 favorites and 3,024 comments.
Most of the comments are positive, but as is to be expected with a topic like Japan, some are negative. “What do you do when you go to Japan? Would you go to Japan to drink radioactive water?” wrote Xiaohongshu user Wangchenghui (@Wanchenghui).
According to a 2023 study by Oliver Wyman, Gourmet experiences are the second-highest motivation for traveling abroad among Chinese tourists, followed by shopping. China's Gen Z, who will make up around 30% of new travelers in 2023, are particularly attracted to culinary exploration, with 62% of these travelers saying food is their top reason for traveling abroad says.
Searches for spring travel to Japan by Chinese Gen Z increased by over 700% this year YoY according to Airbnb China. Young Chinese tourists flocked to Tokyo and Osaka to take advantage of the so-called “transit station tourism” method. This is a tour around Japan that starts at major hubs and expands to smaller destinations.
Airbnb China notes that searches for more niche destinations such as Hakone, Fujikawaguchiko, and Takamatsu have surged more than 20 times year-on-year.
Gen Z's more adventurous spirit fits with the post-pandemic shift among Chinese travelers, where purpose becomes more important than destination. According to Zhang Chao, head of marketing at Airbnb China, this means people design trips based on their goals and only then choose where to go.
For example, many young people will travel to Japan to get a haircut, South Korea to buy cosmetics, or Australia to see Taylor Swift on tour, Chan said.
While being of Japanese descent A September 2023 poll found that 40% of Japanese travel and leisure companies were skeptical of a recovery in Chinese tourists in 2024, but recent trends were led by the luxury and culture sectors. It shows a selective revival.
Recent data from Global Blue supports this. Last year, tax-free spending by Chinese tourists visiting Japan soared to 117% of 2019 levels, highlighting a shift toward purchasing big-ticket items and engaging in experiential activities. This is consistent with a larger trend in Japan of increasing spending by international visitors.Last year, the number of international arrivals reached 80% of pre-pandemic levels, while total tourist spending reached a record high of 5.3 trillion yen. ($35.9 billion), exceeding the previous peak of 4.8 trillion yen ($31.1 billion) set in 2019.
This increase in spending, driven by the lifting of travel restrictions, a tourist-friendly exchange rate due to a weaker yen, and higher prices, highlights pent-up demand and the evolving preferences of travelers, including those from China.
Even if Chinese arrivals to Japan do not reach pre-pandemic numbers, the most likely outcome is fewer mass-market tour groups and more affluent travelers seeking more upscale culture. will probably increase.
This underpins the shift towards more affluent tourists, luxury and second-hand shopping, luxury wellness resorts and personalized cultural experiences, evidenced by a 51% increase. The per capita spending of Chinese tourists visiting Japan will increase from 212,000 yen ($1,377) in 2019 to 319,000 yen ($2,073) in 2023.
Shopping share is worth noting Chinese tourists' total spending in Japan decreased from 51.1% in 2019 to 37.3% in 2023, while accommodation accounted for 28% of spending (up from 21% in 2019). Food and drink accounted for 19% (up from 17% in 2019).
Medical tourism in Japan, facilitated by a special medical visa introduced by the Japanese government in 2011, is another big draw. In 2020, more than 10,000 Chinese people spent an average of 1.5 million yen ($9,757) on medical tourism in Japan, and about 1,000 spent between 4 million and 5 million yen ($25,992 and 30,000) on advanced cancer treatment. spent $492,000). Before the pandemic, an estimated 70% medical visas have been issued to Chinese visitors.
Alibaba Group's Japanese division launches in a sign of growing potential for medical tourism Last September, it launched a virtual outlet service on Tmall Global, allowing Japanese medical companies and clinics to allow Chinese tourists bound for Japan to book medical services before leaving China.
