Intersect Communications Co., Ltd., which specializes in overseas promotions and inbound tourism support for markets such as China and Taiwan, conducted a survey titled “Survey on Travel to Japan During the 2025 Chinese New Year Period” to explore trends in Japan-bound travel amid the recovery of inbound tourism from China. This survey targeted residents of China and was conducted via the questionnaire feature on Tencent’s messaging app “WeChat” from December 6 to December 13, 2024, collecting a total of 6,383 valid responses.
The respondents were residents of ten cities: Chengdu, Guangzhou, Shenzhen, Shanghai, Hangzhou, Beijing, Suzhou, Nanjing, Tianjin, and Chongqing. The gender distribution comprised 2,700 males and 3,683 females. In terms of age, 61 respondents were under 18, 1,764 were aged 18–24, 2,017 were aged 25–30, 1,716 were aged 31–40, 597 were aged 41–50, 159 were aged 51–60, and 69 were aged 61 or older.
Regarding overseas travel plans during the Chinese New Year period, 65.2% (4,162 respondents) indicated that they had plans to travel abroad. Among them, “Japan” was the most popular destination at 24.3% (1,013 respondents), followed by “Southeast Asia” at 22.3% (930 respondents) and “South Korea” at 17.2% (714 respondents). These Asian destinations accounted for a combined total of 63.8% (2,657 respondents), demonstrating strong popularity. Meanwhile, “Europe” and “Australia” were chosen by 10.3% (428 respondents) and 10.1% (420 respondents), respectively.
When the 1,013 respondents who planned to visit Japan were asked about their intended destinations, “Hokkaido” ranked highest at 68.6% (695 respondents), with winter attractions such as snowy landscapes, skiing, and hot springs cited as the main reasons. The rising popularity of skiing in China is believed to be a contributing factor. “Tokyo” ranked second at 46.2% (468 respondents), followed by “Osaka” at 26.9% (272 respondents). “Kyoto” and “Nara” followed at 16.1% (163 respondents) and 11.4% (115 respondents), respectively. The total for the Kansai region was 54.3% (550 respondents), surpassing “Tokyo.”
Regarding travel companions, “Couple” was the most common response at 38.3% (388 respondents), followed by “Classmates/Friends” at 24.2% (245 respondents), “Multi-generational family” at 13.8% (140 respondents), and “Solo traveler” at 11.4% (115 respondents). Given that 60.2% of respondents were aged 30 or younger, there was a noticeable tendency to plan trips with partners or friends rather than family.
Regarding the planned length of stay in Japan, “5 nights” was the most common response at 27.5% (279 respondents), followed by “4 nights” at 22.3% (226 respondents) and “3 nights” at 21.7% (220 respondents), with the “3–5 nights” range accounting for 71.5% (725 respondents). Additionally, 24.7% (250 respondents) planned long stays of “6 nights or more,” indicating a trend of visiting multiple areas within Japan.
Regarding preferred types of accommodation, “Traditional Japanese-style onsen ryokan” was the most popular choice at 44.5% (451 respondents), followed by “Vacation rental” at 22.0% (223 respondents) and “Business hotel” at 16.9% (171 respondents). This suggests a strong interest in experiencing Japanese culture while seeking reasonably priced accommodations.
When asked about key considerations when planning their trips, “Whether the trip is inclusive” was the top concern at 78.5% (795 respondents), followed by “Use of digital/technology” at 47.5% (481 respondents) and “Whether the destination is affected by overtourism” at 43.2% (438 respondents).
This survey revealed that a significant number of China-based travelers plan to visit “Hokkaido” during the long Chinese New Year holiday, drawn by winter attractions such as skiing, snowy landscapes, and hot springs. Additionally, “Tokyo” and the “Kansai region” remain highly popular, with many travelers planning extended stays to visit multiple areas within Japan. Moving forward, further efforts will be needed to cater to the diverse needs of inbound tourists.
