#Japan #Tokyo #Inbound Tourism #Chinese Tourists #Japan Travel

Recent Trends in Chinese Inbound Tourism

As the Golden Week approaches, a notable trend has emerged in Chinese tourism, particularly regarding travel to Japan during the National Day holiday in 2025. Intersect Communications, a company specializing in inbound support and promotional activities in China and Taiwan, conducted a survey titled "2025 National Day Travel in Japan" that gathered opinions from 6,165 respondents in China. Among these, 1,015 participants indicated their intent to visit Japan during the holiday, which runs from October 1 to October 8, 2025.

Survey Findings Summary

The survey results reveal that during the National Day holiday, Japan ranks as the most favored destination for Chinese travelers, mirroring trends seen during the 2025 Spring Festival. The preferred regions for exploration in Japan are Tokyo and Hokkaido, while Osaka ranks third, likely influenced by the ongoing Osaka-Kansai Expo.

A significant finding is that the budget for Japanese travel, excluding airfare and accommodation, is showing a downward trend, particularly among those planning to travel on a budget. Interestingly, travelers seeking to explore Japan for well-known local cuisines topped the list, along with interests in shopping and locations related to anime and film.

Detailed Insights and Responses

The survey was conducted via WeChat from August 22 to 25, 2025, with participants from major cities like Chengdu, Guangzhou, and Shanghai. In terms of demographics, among the respondents, 40% were between 31 to 40 years old, and almost 60% were female.

Overseas Travel Plans

Survey findings indicate that an impressive 72.8% of respondents plan to travel overseas during the Golden Week, with Japan as the top choice at 22.6%. Following Japan, Korea and Southeast Asia also ranked highly, fetching 21.9% and 20.6% respectively. This demonstrates a consistent trend of Japan being a favored destination for Chinese tourists.

Popular Regions in Japan

Tokyo emerged as the highest anticipated destination for 2025, with 56% of travelers expressing the desire to visit. Many cited shopping and iconic attractions like Tokyo Tower and Asakusa as pivotal reasons for their visit. Next was Hokkaido, which despite a drop from previous peaks during winter, remains popular due to its breathtaking landscapes and culinary offerings. The third and fourth spots were occupied by Osaka and Kyoto, where Universal Studios Japan and historical sites attract many.

Travel Budget Insights

When asked about their travel budget, most travelers indicated plans to spend between 10,001 to 20,000 yuan (around 21,000 to 42,000 yen), revealing a decline in higher budgets compared to previous surveys. This shift implies a change in tourist behavior influenced by the current economic climate and preferences for essential purchases over luxury items.

Purpose of Visit

Culinary experiences topped travelers' motivations, with 64.9% seeking to indulge in local cuisines, followed closely by shopping at 48.9%. Interestingly, visits to filming locations for anime and films captured the attention of around 42.9% of respondents, highlighting the ongoing fascination with Japanese pop culture.

Purchase Preferences

Regarding items they wish to buy, cosmetics ranked first for personal purchases, whilst food items emerged as the most sought-after gifts for family and friends. Survey participants also mentioned a strong interest in character goods, indicating the continuing allure of Japanese pop culture merchandise.

Analysis and Considerations

Masa Hiro Shimokawa, the Deputy General Manager of Inbound Promotion, provided commentary on the survey results, emphasizing how the combination of urban attractions in Tokyo and culinary experiences plays a central role in attracting Chinese tourists. Additionally, the fluctuation in travel budget showcases a shift in consumer attitudes toward practical purchases over high-end goods.

In closing, Ryo Tatsumi, who leads inbound promotion strategies, pointed out that modern travelers increasingly utilize social media to collect information about destinations before traveling. Sharing experiences on platforms amplifies the appeal of specific products and experiences. To enhance inbound strategies, it is essential to create memorable experiences that travelers are eager to share, along with maintaining available information via popular platforms catering to Chinese tourists.

With these insights, stakeholders can better align their marketing strategies to capture the growing interest of Chinese tourists keen on exploring Japan during major holidays.