(Based on materials from Unbot Inc.)
In recent years, Japan has been reappraised among Chinese tourists as a travel destination that is “close, safe, and rich in experiential value.” Especially between 2024 and 2025, there has been a marked increase in in-depth trips and visits to regional areas, centered on independent travel. Against this backdrop, Unbot Inc., a company specializing in digital marketing for the Chinese-speaking market, has analyzed changes in Chinese tourists’ travel styles and needs, clarifying the reasons behind Japan’s renewed appeal.
According to an analysis by China’s largest travel site, Ctrip, popular overseas destinations in 2025 include Japan, Thailand, Singapore, Malaysia, and South Korea. Among these, Japan has consistently enjoyed high popularity, with search keywords such as “#JapanTravel” and “#亲子游日本” (Japan travel with children) increasing on social media. The drivers behind this popularity include the price advantage brought by the weak yen, cultural familiarity and a sense of security, the diversity and safety of food, the seasonal appeal of nature and events, geographical proximity and minimal time difference, relaxed visa policies, and the recovery of flight routes.
(Based on materials from Unbot Inc.)
As for the timing of visits, the three major holidays in China—Spring Festival, Labor Day, and National Day—serve as peak seasons for travel to Japan. In particular, the Spring Festival and National Day each offer about a week of vacation, during which tourist numbers surge significantly. Demand also rises during the student summer break and short holidays such as Qingming Festival and Dragon Boat Festival.
(Based on materials from Unbot Inc.)
In terms of travel style, there is a clear shift from group tours to independent travel, especially among younger generations and families who prefer to explore at their own pace. Themed trips are gaining popularity, including gourmet-focused journeys, hands-on family travel, and rail travel. In addition, “Instagrammable” spots have become a key factor in destination selection, with Kyoto’s machiya cafés, accommodations with views of Mt. Fuji, and Tokyo’s anime-related shops and character cafés drawing attention.
From 2025 onward, the inbound tourism market is expected to reach a major turning point due to factors such as diversification of destinations, the evolution of information dissemination, and stronger policy support. Efforts to attract visitors to regional areas are accelerating, with increased travel to Tohoku, Chubu, Shikoku, and Kyushu. The rise in direct flights from China to local airports is also supporting this trend.
Furthermore, the spread of Vlog-style travel content on social media platforms such as Xiaohongshu (RED) and Douyin, along with the real-time introduction of products and experiences via live commerce, is enhancing the influence of key opinion leaders. These developments are aligned with government policies, including initiatives by the Japan Tourism Agency to promote regional travel and improve multilingual services. The Agency for Cultural Affairs has also designated traditional Japanese culture and experiential tourism as priority measures for 2025.
Going forward, while Chinese tourist trends will continue to be influenced by economic conditions and policy changes, the market will remain an important one for Japan’s inbound tourism. Travel experiences that focus on “quality” and offer strong thematic or experiential elements will be key to sustaining and growing this demand.