Tourism Japan most popular Chinese tourist destination during eight-day national holiday

Chinese media have reported that Japan ranked as the most popular overseas travel destination during China's eight-day National Day holiday, which started on 1 October, despite ongoing diplomatic strains between the two countries, with visitors citing Japan's sense of safety, cultural appeal, and photogenic experiences that lend themselves well to social media sharing.

In the days leading up to the holiday, Chinese visitors in Tokyo shared their reasons for choosing Japan. A 36-year-old systems engineer from Beijing, walking through the Tsukiji Outer Market, explained that he had been attracted by Japan's reputation for politeness and order. He mentioned that he had heard Japanese society placed importance on manners and etiquette and that he wanted to experience it himself. He added that he felt it was safe to travel there with his family.

Earlier in the summer, anti-Japanese sentiment had surged in China amid commemorations of the 80th anniversary of victory in the Second Sino-Japanese War. Yet this does not appear to have discouraged holidaymakers. "I don't care about political issues," the same traveller remarked, adding that his own views of Japan remain unchanged. Many tourists are exploring the country without guides or knowledge of the Japanese language, instead relying on apps such as Xiaohongshu (known internationally as RedNote) and TikTok to find recommendations and advice.

Recent trends show a shift from the "shopping spree" image of Chinese tourists to a focus on cultural experiences. According to Chinese media that cited Airbnb data, interest in Takamatsu, home to the Setouchi Triennale art festival, has tripled. Other regional destinations such as Kobe, Fukuoka, Kumamoto, Naha and Wakayama are also seeing surges in hotel bookings, with some areas reporting increases of more than 200% during the holiday week. Many of the tourists visiting these cities are repeat visitors seeking appealing alternatives beyond Tokyo, Kyoto and Osaka. Moreover, a growing number of travelers are opting for leisurely stays at coastal hotels in places such as Naha and Yokohama, where average hotel stay durations have risen by 10 percent.

Click to expand...