Japan’s tourism recovery is at a pivotal moment. As global travel trends move toward experiential offerings and regional competitors like Thailand and South Korea boost their appeal, Japan faces a key challenge: the slower return of its most valuable tourist demographic – Chinese travelers. According to official data from the Japan National Tourism Organization (JNTO), before the pandemic, Chinese visitors accounted for 37% of Japan's tourism spending, yet current recovery rates hover at just 60% of 2019 levels, constrained by tighter budgets and geopolitical sensitivities.
Encouraging Signs Emerge in 2025
The latest data from JNTO paints an optimistic picture. During the 2025 Spring Festival period (January 28-February 4), Japan recorded 983,000 Chinese arrivals, representing a 135.6% year-on-year surge and setting a new historical benchmark. This upward trajectory is further supported by projections from Nomura Research Institute's 2025 Tourism Outlook Report, forecasting 12 million Chinese visitors annually (a 45% increase from 2023) with estimated expenditures reaching ￥1.8 trillion. These figures confirm that pent-up demand exists, but capturing it requires strategic action.
Three Key Opportunity Levers
- Visa relaxations: Japan’s e-visa rollout for Chinese nationals and rumors of further visa-free policies aim to reignite demand.
- Cultural synergy: 2025 marks the 60th anniversary of Japan-China cultural exchanges, a milestone to promote mutual tourism.
- Yen depreciation benefits: Japan is now a "value-for-money" destination for Chinese consumers, with luxury shopping and gourmet travel trending.
Building Sustainable Engagement
These developments create more than a temporary rebound – they enable a fundamental shift in how Japan engages Chinese travelers. To seize the chance, here’s how iPinYou enables Japanese brands to win in this critical market:
- China’s Leading DSP: With direct access to 93%+ of Chinese digital media publishers, iPinYou ensures your message reaches travelers at every touchpoint – from inspiration to booking. iPinYou specializes in precision targeting throughout the entire Chinese tourist journey – from planning their trip, to booking, experiencing Japan, and even sharing memories afterwards. Reach them at every decision-making stage.
- Exclusive CAD Partnership: Our integration with China Civil Aviation Data (CAD) enables us to identify and reach Chinese travellers who have already booked their flights to Japan, which brings an efficient, high-intent marketing to the audience literally.
The coming year will be crucial in shaping whether Japan moves beyond post-pandemic recovery and reclaims its status as Asia’s top travel destination. Japanese brands must act now to target high-value Chinese travelers with precision – first movers will gain decisive advantage in Japan's tourism rebound.
