By LI Rujia
During the upcoming mid-autumn festival and National Day holiday, Japan and the Republic of Korea (ROK) are expected to perform exceptionally well as destinations, while long-haul trips to Europe and the Americas are in strong demand.
The Ministry of Culture and Tourism of China recently unveiled the third batch of outbound group destinations. Japan, in particular, has experienced a surge in interest, overtaking Thailand and Singapore in search volume.
Searches for Japan on the rating app Dazhong Dianping have grown by over 30 percent in the past month, and travel guides and itineraries have increased by nearly 60 percent.
Japan’s popularity was already evident before the resumption of group tours. In the first half of the year, Japan ranked second-most -popular destination behind Thailand.
Despite these welcome signs, the number of Chinese tourists is still lower than before the pandemic. The Japan National Tourism Organization reports that in 2019, Chinese mainland tourists accounted for 30.1 percent of foreign visitors, with their purchases making up 36.8 percent of the spend. However, in June, Chinese mainland tourists comprised only 10.1 percent of visitors.
The recovery of Japan’s tourism is at about half of the pre-pandemic level, with restaurants and transportation still in the process of recovery.
Chinese tourists’ travel preferences have also shifted. Travelers now favor small group tours, prioritize safety, and have shorter booking windows. They also seek flexible itineraries and to engage more with local people.
The recovery of Japanese tourism depends on group visa processing and flight availability. Chinese tourists are expected to have an impact on international airfares during the holiday, with prices forecast to rise substantially.
