Lunar New Year Season Tests Japan's Tourism Resilience

With the Chinese government urging its citizens to avoid travel to Japan, attention is turning to the Lunar New Year holiday in February, a period that typically draws large numbers of Chinese tourists.

The extended holiday spanning February 15–23 is expected to weigh on inbound travel from China.

That said, many Japanese businesses are already adjusting after feeling the impact of falling Chinese tourism since November amid deteriorating bilateral ties.

Some view the downturn as an opportunity to reduce reliance on the Chinese market. Meanwhile, travel agencies in Taiwan and South Korea are stepping up efforts to promote travel to Japan. The shift is contributing to a more resilient tourism industry.

Falling Arrivals, Rising Resilience

Since Beijing began urging its citizens to avoid non-essential travel to Japan last November, arrivals have continued to drop. The Japan National Tourism Organization said about 330,000 Chinese tourists visited Japan in December, a roughly 45% dip from the same month a year earlier.

On January 26, China's Ministry of Foreign Affairs reiterated its call for citizens to defer travel to Japan during the extended Spring Festival holiday.

In the Kyushu region, China is the second-largest source of visitors, making the decline particularly noticeable. JR Kyushu said sales of its "JR Kyushu Rail Pass" to Chinese travelers fell to about 1,400 tickets in December, around half the number sold in the same month in 2024.

*The approach to Dazaifu Tenmangu Shrine, visited by many foreign tourists, in Dazaifu City, Fukuoka Prefecture (©Sankei by Ichii Mayuko)*

The company is also bracing for an impact on its hotel business during the Spring Festival period.

Even so, JR Kyushu President Yoji Furumiya said the impact remained limited. "The impact isn't zero, but it's not a figure that significantly affects our operations," he said, adding that the company is strengthening sales in Taiwan, South Korea, and other markets.

Any hotel cancellations, he said, are offset by demand from other guests through promotions, particularly in South Korea.

Filling the Gap in Beppu

A large hotel in Beppu, Oita Prefecture, a major hot spring destination popular with foreign visitors, said it has seen encouraging signs since the Chinese government issued its travel advisory.

Travel agencies in Taiwan and South Korea are planning tours to Japan, helping to offset the fall in Chinese visitors.

Chinese guests account for about 8% of the hotel's total clientele. While reservations have slowed, the hotel has continued to receive a steady flow of individual travelers, supported by demand from other markets.

Occupancy remained close to full even during the Spring Festival period. "Amid concerns about the impact, support from travel agencies in places like Taiwan was reassuring," a hotel representative said.

Fewer Chinese, More Global Focus

Nearly three months have passed since China introduced travel restrictions, after Prime Minister Sanae Takaichi said a Taiwan contingency could amount to a "survival-threatening situation" for Japan.

Hotel occupancy rates nationwide have slumped in line with falling Chinese arrivals, but many operators say the impact has been contained. Some say they saw no issue, arguing that "Prime Minister Takaichi didn't say anything wrong."

Koichi Hayashida, president of Nishi-Nippon Railroad, said the company has intensified its marketing focus on Southeast Asia and other regions.

*Prime Minister Sanae Takaichi answers questions at the Lower House Budget Committee on November 7. (©Sankei by Ataru Haruna)*

He said travelers from other countries were offsetting the decrease in Chinese visitors, helping diversify demand and manage risks. "Similar situations could arise in our relationship with China going forward," he said. "This is a time to strengthen ourselves, and we're building resilience."

Some industry figures contend the focus should shift toward attracting visitors from Europe, the United States, and Australia, who tend to stay longer and spend more per capita.

Picking up that theme, Kazuhiro Ikebe, chairman of the Kyushu Economic Federation, struck an upbeat note, saying the decline in Chinese visitors presents "an opportunity to welcome more tourists from Europe, America, and Australia," and to address overtourism issues.

Following Prime Minister Takaichi’s remarks on a Taiwan contingency, the number of Chinese tourists appeared noticeably lower at major sightseeing spots in Japan. Nov. 30 in Taito Ward, Tokyo. (©Sankei by Hayato Narita)

Going Beyond the Guidebook

While it remains a key challenge for the domestic tourism industry in attracting visitors from these regions, at least one company is finding success. Beppu-based inbound travel operator Glide Japan designs sightseeing tours and experiential programs, including walking tours, bamboo lantern-making, and calligraphy, offering a deeper engagement with Japanese culture.

Promoted through major booking platforms and social media, the programs attract around 500 foreign participants annually, about 80% of whom come from Europe, the US, and Australia.

Based in a renovated 108-year-old traditional house, the company draws seasoned foreign travelers looking for experiences not typically found in guidebooks.

*Masahiro Ide (left), head of Glide Japan, showcases local attractions to visitors from France in Beppu, Oita Prefecture (©Sankei by Mayuko Ichii).*

Laura Flero, 32, from France, who is spending about a month touring Kyushu with her mother, said she deliberately avoided major cities. "This is my fifth time visiting Japan," she said. "I've been to Tokyo and Kyoto, but they're crowded. I wanted to enjoy a quieter regional city."

Masahiro Ide, the company's representative, said visitors from Europe, the US, and Australia tend to stay longer and value local authenticity. That makes them more likely to engage with the area in depth, he said, adding that such travel is effective in revitalizing regional economies through tourism.