chinese tourist japan

China Helps Tourism in Japan Edge Toward Pre-Pandemic Levels

An All Nippon Airways Co. (ANA) employee, left, escorts a group of Chinese tourists and a tour conductor, right, at the arrival lobby of Haneda Airport in Tokyo, Japan.

The number of foreign visitors to Japan recovered to 86% of pre-pandemic levels in August with Chinese tourists adding a boost, according to Japan’s National Tourism Organization.

The number of visitors was about 2.2 million, compared with 2.52 million in August 2019, the organization reported on Wednesday. The number of Chinese visitors was 364,100, a 16% increase from July, after China ended its ban on tour groups to Japan last month. That compared with a little over 1 million in August 2019.

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Last updated: Wednesday, May 31st, 2023

Get ready for your dream trip to Japan! Japan is now open to travelers from all countries or regions! Those who enter Japan on or after April 29th 2023 are not be required to present a valid vaccination certificate or a Covid-19 negative test certificate.

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Recovery of Japan’s inbound tourism likely muted without Chinese visitors

With Japan set to further relax border restrictions and resume visa-free travel next week, it might be a while before inbound tourism regains the momentum it enjoyed before the pandemic.

Without being able to rely on Chinese tourists, “I believe that the pace of (inbound) recovery will be moderate,” said Wakaba Kobayashi, an economist at the Daiwa Institute of Research.

According to the Japan National Tourism Organization , Japan saw 31.9 million inbound tourists in 2019. Visitors from China and Hong Kong scored an overwhelming top share of about 11.89 million, accounting for 37% of the total. South Korean visitors were next with 5.58 million.

Kobayashi added that the speed of restoring inbound demand will likely vary by location, with prefectures popular with Chinese travelers before the pandemic likely to experience a slower recovery.

Shizuoka Prefecture was a popular destination, as 73% of its foreign tourists were from China in 2019, followed by Nara and Aichi prefectures with 57% and 56%, respectively. Hiroshima Prefecture had the lowest rate of 13%.

Prefectures that previously relied on Chinese visitors will need to brainstorm new promotional campaigns that target guests from other countries, Kobayashi said.

Shunsuke Kobayashi, chief economist at Mizuho Securities, also pointed out in a report released last week that the reopening does not mean that inbound tourism will leap back to life in the near future.

Even though Japan will relax border control measures considerably, visitors from countries that are still imposing strict border restrictions — most notably China — are still unable to come to Japan freely, he said.

Since spending by Chinese tourists accounted for about 44% of the total consumption by foreign travelers before the pandemic, the recovery of inbound consumption will remain limited for the time being, he added.

In 2019, spending by international travelers totaled about ¥4.8 trillion ($33.2 billion), but under current global circumstances, Mizuho’s Kobayashi estimates that a maximum room for inbound consumption recovery would be just around ¥1 trillion.

“It is actually doubtful whether even this ¥1 trillion consumption will come back swiftly,” he said, partly because Japan’s tourism industry has lost significant capacity to accept foreign guests due to the pandemic.

Optimists, however, might point to the yen's plummeting value, having fallen by ¥30 to reach a 24-year low against the dollar this year, as a potential boon for tourism. Japan has yet to truly benefit from a glut of overseas travelers ready to open their wallets despite that favorable exchange rate, but the end of pandemic-era border controls should finally enable the country to take advantage of the weak yen — and possibly put the brakes on a further drop.

And some inbound tourism is certainly better than no inbound tourism, Daiwa's Kobayashi noted.

“Given that inbound tourism has been nearly zero, it could deliver a significantly positive impact on the Japanese economy,” she said.

Japan will begin accepting independent tourists, remove a daily entry cap and drop visa requirements for 68 countries and regions starting Oct. 11.

Although the country eased border restrictions for international tourists in June — technically restarting inbound tourism for the first time in over two years — only those traveling on escorted package tours were able to enter and all visitors were required to obtain visas ahead of time.

Due to such rules, foreign tourists have only trickled back in, totaling just 18,981 from June to August, although the overall number of new arrivals to Japan in the same three months stood at 305,679, according to data released by the Immigration Services Agency.

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Chinese tourists take pictures of cherry blossoms in Japan /  Toshihiro Gamo

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Because vaccines won't have sufficiently reduced covid-19's threat, Japan won't permit spectators from abroad to attend the Tokyo Olympics and Paralympics in July and August. The International Olympic Committee has pledged to vaccinate all of the competing athletes. Ticket sales help offset the cost of hosting the games and athletes will miss the fans. Beyond ticket sales (US$527 million in 2013-2016), international visitors give many businesses a boost. Apart from the USC athletes who compete (44 in Brazil in 2016, the most of any university), most of us will have to just watch on television, something the pandemic has made quite familiar. 

Among the visitors not able to join the Olympics in Tokyo are many Chinese. In recent years, visitors from China to Japan made up 30% of total international arrivals. Almost 10 million Chinese visited in 2019, five times the number of Americans who went to Japan. Because of their numbers, they contributed the most to the Japanese economy, though visitors from Australia and some other countries spent more per visitor. According to Ctrip, the Chinese online travel giant, the top activities for Chinese visitors (apart from shopping) are enjoying cherry blossoms in spring and maples in fall as well as visiting hot springs, trying out kimonos, and culinary tours. 54% of visitors are in their 20s or 30s. Osaka and Tokyo are the top destinations, but Okinawa, Sapporo and Nagoya are also popular. Starting in 2019, Japan made getting visas easier for younger people.

Relations between China and Japan are far from warm, but Chinese clearly love to visit and to shop in Japan. Such visitors and exports to China (China is Japan's largest export market) have greatly boosted Japan's economy. The place of visiting Chinese in the Japanese tourism sector is illustrated in the charts below.

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Japan Tourist Visa for Chinese Citizens

Fondly referred to as the land of the rising sun, Japan draws in tourists from far and wide. With the exuberant energy of Osaka, the traditional feel of Kyoto, and the modernity of Tokyo, Japan has something to offer everyone. The country reopened for tourism in October 2022 , and Chinese citizens can enjoy this destination again.

However, Chinese passport holders require a Japanese Tourist Visa to enter the country. You have to meet the Japan Tourist Visa requirements and complete the visa application form. We know applying for a visa can be daunting, so we created this guide to provide all the information you need to get a Japan visa from China.

Japan visa for Chinese: Visa types and validity

The Japanese government offers many Japanese visa categories. The first thing to consider is the travel purpose. Then, check other details, such as if you need a single-entry or multiple-entry visa and the length of your stay. Below, you'll find the main Japan visas for Chinese citizens.

Japan visa for tourism purposes

Japan Tourist Visa : This is one of the individual tourist visas for Chinese nationals visiting Japan. It's a Single Entry visa, valid for 90 days after issued , and allows a short-term stay in the country. The visa process requires visiting an embassy or diplomatic mission. The good news is that you can count on our services to guide you through the entire process, from completing the visa application form to the visa appointment.

Tourists visiting Okinawa/Tohoku Region: The Japanese government requires a specific visa for Chinese citizens visiting the Tohoku Region (Aomori, Iwate, Miyagi, Akita, Yamagata, Fukushima). This travel document is a multiple-entry visa, valid for three years, and the period of stay is up to 30 days per entry. For a first visit, you have to prepare your travel itinerary in advance, with all the arrangements made by approved Chinese travel agencies. Check the required documents with your travel agency.

Group Tourists: Do you like group tourism? There's an option for Chinese group tourists traveling through approved Chinese travel agencies, where the agency applies for a group tourist visa on your behalf. It's a single-entry visa, allowing group tours to stay 15 days in Japan. Please contact any approved Chinese travel agency to find out what documents are necessary for a group tourist visa application.

Japan visa for work

There are two main options if you are seeking a long-term visa to work in Japan. The validity will vary according to your case.

Highly skilled professional visa: This can be an option if you are a professional with experience and a high education level. The government uses a point system to decide whether someone has valuable skills according to the Japanese economy's needs. You can receive a visa valid for 1, 3, or 5 years. Contact the Japanese Embassy for more information.

Working visa: This visa is available for many professions. The government judges on a case-to-case basis. Some professionals can get a Japan work visa: professors, artists, clergy, journalists, business managers, lawyers, medical professionals, researchers, engineers, language teachers, designers, and entertainers. It's valid for one year and renewable for up to five years.

Other visa types

If you travel for reasons other than tourism or work in the country, you must apply for a different visa. Some Japan visa types you can apply for include:

Short-term business affairs: Visa for business travelers visiting Japan for meetings, signing contracts, and market research.

Visiting family and friends: Visa application for Chinese citizens visiting family members or friends that live in Japan.

General visa: Visa application for Chinese nationals traveling for educational courses, unpaid internships, training, and people studying cultural activities such as tea ceremonies and flower arranging.

Specified visa: Japan visa for specific designated activities, including extended stays for sightseeing and recreation, care workers, and employees of diplomats. Specified visas also apply to spouses and children of Japanese nationals and spouses of permanent residents.

Start-up visa: Japan visa designed for entrepreneurs, their spouses, and children, supported by Japanese municipalities.

Visit the Japanese embassy website for further details about long-term visas, future electronic visa options, and other visa information.

What is a Japan Tourist Visa for Chinese Citizens?

Chinese passport holders traveling to Japan need to apply for a Japan Visa . The Japan Tourist Visa is one of the individual tourist visas for Chinese citizens. It's a short-term visa for visitors who intend to see Japan's fantastic attractions.

By following a few steps with our guidance , you can get this visa hassle-free. You will have a didactic manual to help you complete the application form, and our visa experts will support you through the entire process. We will provide detailed information for a successful visa application .

Am I Eligible to Get a Japan Tourist Visa in China?

Chinese citizens are eligible for the Japan Tourist Visa. However, if you live in China but are from another country, please use our Visa Checker Tool to see if this visa is available for your nationality to enter Japan.

What about traveling to Japan with children?

Just a few nationals are visa-exempt to enter Japan. So, most travelers have to apply for a Japan Visa, including children and minors . In this case, parents or legal guardians are responsible for applying for the Japan Tourist Visa on behalf of their child.

Note : Children under 12 are not allowed to travel alone to Japan.

What you can and can't do with the Japan Tourist Visa

You can enjoy tourist activities alone or with a registered tourist group, such as visiting Japanese landmarks and beautiful attractions.

You can't engage in cultural, municipal, and sports exchanges.

You can't work in the country with this visa.

You can't perform business activities such as liaisons, meetings, consultations, signing contracts, after-sales service, advertising, or market research.

You can't travel to visit or stay with family and friends, including your spouse.

How long can Chinese passport holders stay in Japan with this visa?

The Japan Tourist visa allows you to stay 30 days Per Entry in Japan . Remember, you can enter Japan only once with this visa.

Japan Tourist Visa Requirements in China

Chinese citizens must meet some visa requirements to apply for the Japan Tourist Visa. Check the required documents below.

Necessary Documents for the Japan Tourist Visa for Chinese Citizens

Valid Chinese passport

Applicant's photo - Read all the photo requirements below.

Proof of residence - A document that can prove your legal residence in the country you live in. It could be a residence permit, a visa, or the national ID that makes you a citizen of that country.

Travel tickets - Confirmation slip, certificate, or another document to prove the reservation of your flight tickets or ship boarding ticket.

Proof of sufficient funds - Bank statements or other documents proving you can pay for your travel expenses, such as a certificate of income or a certificate deposit balance.

Travel Itinerary - Your travel itinerary can be the document of your booked hotel reservation.

Email address - To receive your visa application form via email.

Japan Tourist Visa Passport Requirements

You need a valid Chinese passport. The expiration date has to be at least six months after you arrive in Japan.

Japan Tourist Visa Photo Requirements

The photo for your entry visa has to follow strict requirements. Use our Passport Photo Service for 100% government compliance or ensure your picture meets the following criteria:

It's easy to identify you in the picture.

The photo must be taken within six months of the visa application.

It must have a clear front, no hat, and no glasses.

The photo must be in color but with a white background.

The Japan visa photo size is 45 mm x 45 mm

You must have a neutral facial expression, staring ahead.

The picture must be high quality, meaning no glare, under or over-exposure, blurriness, or editing.

It has to be printed on good-quality photo paper.

How to obtain a Japan Tourist Visa as a Chinese citizen?

As a Chinese citizen, you may find the Japan visa application process confusing and time-consuming. However, we can simplify the process for you. At iVisa, we will guide you to get your Japan Tourist Visa in five steps.

Step 1: Complete a simplified application form with your personal and travel details. You will receive expert support from iVisa throughout the process.

Step 2: Pay the iVisa processing fee using a credit or debit card.

Step 3: Gather the required documentation according to the instructions we gave and submit it at the nearest Japanese embassy or consulate general in your home country.

Step 4: Pay the government visa fee of US$42 at the Embassy or Consulate.

Step 5: Wait for the Japanese government's response, receive your Japan Tourist visa, and prepare to travel! You will have an expert to guide you through the process, making it much easier and quicker. We'll also review all documents to check if they meet the requirements to avoid mistakes and possible rejection. Let us make travel simple for you!

Cost and processing time for Japan Tourist Visa for Chinese citizens

The application process for the Japan Tourist Visa can take months. The Japanese embassy or consulate-general of Japan takes about a week to examine your application, but this can take longer if you need to submit extra documents.

We know how precious time is. Thus, we work hard to ensure that when you [apply with our guidance], getting your visa will take much less time. We'll help you with each process step and review your visa application for 100% government compliance. Currently, we offer the following processing for this visa:

• Standard processing time , which takes 30 days and costs USD $122.99

Benefits of getting your Japan Tourist Visa with iVisa

100% Government-compliance: Our experts will review each answer on your application form and make sure they are 100% compliant with government requirements.

Support from an iVisa Expert: We'll assign an expert to guide you through the application process from start to end to help you avoid government rejections and answer any questions.

Simplified form: We offer a short and simplified Japan Tourist Visa application you can complete in less than 15 minutes.

Fill out the form at your own pace: Make changes whenever you want, and save your progress if you wish to return to it later.

Step-by-step manual: Once you apply, we will send you an exclusive manual guide with all the tips and tricks to getting your Japan visa without problems.

Count on our services to get your Japan Tourist visa stress-free.

Can I extend my Japan Tourist Visa?

No, the Japanese Immigration Services don't usually issue extensions of Japan Tourist Visas . However, exceptions may be made in extraordinary circumstances, such as an accident or sudden illness.

My Japan Tourist Visa in China was denied. What should I do?

Japanese authorities wouldn't accept a new visa application if your previous one was rejected in the last six months. After this period, you can re-apply for the Japan Tourist Visa as long as the circumstances that led to your visa rejection have changed.

Travel restrictions when entering Japan from China

Chinese citizens must check the travel restrictions to Japan before the trip. Learn about Covid-19 requirements and visit the CDC website for other health and vaccine recommendations.

Covid-19 testing requirements

Chinese citizens don't need to get a pre-departure Covid-19 test if they have a valid vaccination certificate with all three doses of a Japan-approved Covid-19 vaccine. Otherwise, unvaccinated travelers have to present a negative Covid-19 test within 72 hours before departure to Japan.

From March 1, 2023, up to approximately 20% of all travelers and returnees arriving from China (excluding Hong Kong and Macau) by direct flight are subject to an on-arrival COVID-19 test to take samples for genome sequence analysis.

Covid-19 vaccine requirements

Chinese vaccinated travelers are exempt from a pre-departure Covid-19 test. Japan-approved Covid-19 vaccines are :

COMIRNATY, Intramuscular injection / Pfizer

Spikevax intramuscular Injection / Moderna

Vaxzevria, intramuscular Injection / AstraZeneca

JCOVDEN, intramuscular injection / Janssen (in the case of primary series, one dose is considered equivalent to two)

COVAXIN / Bharat Biotech

Nuvaxovid, intramuscular Injection / Novavax

Covishield (manufactured by the Serum Institute of India) and COVOVAX are treated as identical to Vaxzevria intramuscular injection / AstraZeneca and Nuvaxovid intramuscular injection / Novavax

Japan travel tips for Chinese travelers

Japan's rich and fascinating culture has developed over thousands of years. There is something for everyone, from ancient Shinto shrines to modern anime and fashion. Additionally, Japan has a long and complex history that has left its mark on the country's architecture, art, and customs.

The country is also home to some of the most stunning natural scenery in the world, including cherry blossom trees, hot springs, and snow-capped mountains. Whether you enjoy hiking, skiing, or just taking in the view, there are plenty of opportunities to get outside and enjoy the beauty of Japan.

Here is some travel advice to prepare for this trip:

It's always a good idea to learn a few basic Japanese phrases , as this will show respect for the local culture and make communication easier. Research how to pronounce sentences like good morning and good night, how to order in restaurants, and how to ask for directions.

In general, Japanese people tend to be more reserved and private than Chinese people. While starting a conversation with a stranger in China is perfectly fine, this can be intrusive or impolite in Japan. Then, be aware it's important to respect personal space and boundaries when traveling there.

There are some important differences in etiquette to keep in mind when visiting Japan. For example, it's customary to bow when greeting someone in Japan and to remove your shoes before entering someone's home or a temple. Tipping is also not expected in Japan, so it's essential to know this when dining out or receiving services.

Japan is a very safe country, but it's still critical to be aware of your surroundings and take precautions to keep your belongings safe . For example, be careful with your wallet and passport in crowded areas, and don't leave your belongings unattended.

The country is rich in history and culture . Enjoy your visit to explore and learn. Try local foods, visit historical sites and museums, and immerse yourself in Japan's unique traditions and customs. Check out our Japan Travel Guide for more detailed information on daily costs, weather, popular attractions, and transportation.

Where can I find more information about the Japan Tourist Visa?

Do you still have questions about the Japan Tourist Visa? No worries! We are here to help you with any doubts about this visa or other travel documents. Contact our customer service team via online chat or email at [email protected] . They are available 24/7 to assist you and make your trip easier.

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32 Comments Login to comment

Fighto! Jan. 8 04:39 pm JST

It would be extremely reckless to not require Covid testing from a nation where up to 50% of their travellers have recently been testing positive in Italy.

Fiddlers Jan. 8 04:49 pm JST

yes good news as you can't trust anything the Chinese government says about covid.

Nemo Jan. 8 04:53 pm JST

Good. We’ve worked too hard to have the CCP’s incompetence muck it up.

kaimycahl Jan. 8 05:07 pm JST

If anyone can recall this is how the virus spread 2.5 years ago during the Chinese new year when many of the travelers from China went abroad to many countries.

Good Jan. 8 05:35 pm JST

Start reporting positive arrivals from China so blame can be deflected

theResident Jan. 8 05:48 pm JST

Spot on @kaimycahl.

Personally, I think the whole world should cut passenger air links with the PRC. And, stop the anti Japan nonsense. Many countries are asking for pre screening from the PRC. Dictatorship scum.

smithinjapan Jan. 8 06:06 pm JST

Fighto!: "It would be extremely reckless to not require Covid testing from a nation where up to 50% of their travellers have recently been testing positive in Italy."

Once again, persecuting a people based on their ethnicity or race has a name for it. And you are NOT talking about Japanese or other travelers coming from China, you are specifically targeting Chinese, as evidenced by the "their travellers (sic)". And once again, your comments come after the fact that Japan has been FAR looser with its restrictions, fudged the numbers greatly even AFTER they FINALLY got testing (some year or so after most other nations had drive-thru testing), and that would even let its own nationals travel to hot spots and then come home and walk through the airport willy nilly and with ne'er a test or questions. Finally, the nation is starting to do right and requiring ALL people coming from China, as well as people visiting and returning from China, to undergo testing and quarantining if needed, but then we still have people demanding all Chinese (not people coming from China, but just Chinese!) be banned or flights barred, etc. Wow. What are you going to do if/when the shoe is on the other foot and nations start banning travelers from Japan as the number go up and up and up from loosened restrictions? You going to complain and say it's not fair? I've heard that when the shoe was on the other foot as well after similar restrictions or airport security measures were put into place even for people coming from Japan.

"Japan greatly relaxed its border restrictions in October, allowing travelers to skip COVID-19 testing upon arrival provided they show proof of having undergone at least three vaccinations or a negative COVID test within 72 hours of departure."

I have never understood the need to jump between extremes here. There ARE stages between locking a door tight and then leaving it wide open.

Kobe White Bar Owner Jan. 8 06:12 pm JST

Although I agree with this move it's not just a move to protect against positive cases arriving from China it's also a typical move to be able blame shift.

obladi Jan. 8 06:18 pm JST

Xi's Zero COVID policy failed. Therefore, it's totally reasonable to test visitors to Japan from China. If a tourist tests positive, he/she should quarantine.

OssanAmerica Jan. 8 06:43 pm JST

Japan is hardly the only country on Earth very corncerned about Chinese Tourists in 2023.

https://www.euronews.com/travel/2023/01/06/china-resumes-international-travel-which-countries-are-introducing-new-covid-restrictions

China did not come clean in late 2019, allowed Chinese tourists to spread Covid all over the world in early 2020. Now in 2023 China is still obfuscating data to the point that even the WHO is now calling them out.

Maybe Morocco is taking the most conservative approach:

https://www.scmp.com/news/china/diplomacy/article/3205247/morocco-becomes-first-country-ban-china-arrivals-concerns-grow-over-covid-19-surge

OssanAmerica Jan. 8 06:48 pm JST

The "normal" thing to do would be for China to make their data transparent and share their information with the rest of the global community.

Instead, this is how they have responded. Typical...

" China Denounces Covid Testing Rules Imposed on Its Travelers"

https://www.nytimes.com/2023/01/03/world/asia/china-covid.html

"Beijing threatens response to ‘unacceptable’ COVID-19 measures for Chinese travelers"

https://www.pbs.org/newshour/world/beijing-threatens-response-to-unacceptable-covid-19-measures-for-chinese-travelers

Algernon LaCroix Jan. 8 07:08 pm JST

This might be useful if the tests were actually accurate, which they are not. The best way to stop people from bringing the virus from China is to stop all inbound traffic from China by land and sea.

serendipitous1 Jan. 8 07:08 pm JST

The problem is China doesn't openly share accurate data so this has to be done in order for Japan (and the world) to have a better idea of how much Covid is in China. Also, you are wrong because anyone who has visited China within the 7 days prior to arrival is required to have a test and that includes Japanese or Western visitors or otherwise. Your claims of 'persecution' are unfounded.

theResident Jan. 8 07:19 pm JST

@smith: If ANY of us visit the PRC from this moment on, we will require a negative PCR upon arrival. If I go on business to Shanghai tomorrow and return next weekend I would need a test. This is not racial profiling.

theResident Jan. 8 07:28 pm JST

....and if countries decide to impose restrictions upon Japan, then so be it. Unlikely , as Japan is transparent with its infection reporting - plus a large percentage of the population have received MRNA shots, which other countries recognize as some form of deterrent - Not one of the Chinese Vaccines that has been deemed to be pretty much useless at even protecting from serious complications.

These actions by many countries in demanding PCR tests on arrival on China are solely due to the failure of the PRC's zero Covid policy and their refusal to purchase vaccines from the West, and administer them to their population. Younger Chinese are now deliberately infecting themselves in order to acquire some immunity and protect their aged population. Oncer again, like over so many years you are just being negative about Japan and query your motives for wanting to stay here to and a few plants and teach English.

Fredrik Jan. 8 07:38 pm JST

There are over a million people in Japan currently infected with COVID. How can a few more infected people from China possibly make any difference? Unless we are talking about millions of infected Chinese visiting Japan each week, it is just a spit in the ocean!

Kenny Jan. 8 07:46 pm JST

Just stop counting the number of cases everyday then everybody will be safe and happy

Mark Jan. 8 07:54 pm JST

Can travelers then fly to Hong Kong first then come to Japan?

xin xin Jan. 8 08:10 pm JST

Case counts in Hk and Macao are shooting up and will be even more during the Chinese New Year. Japan must not go half-way.

kurisupisu Jan. 8 09:56 pm JST

Only a short time ago many arriving in Japan from overseas were being quarantined and that was with a negative PCR test prior to and on arrival in Japan.

The Chinese have it easy in my book

Samit Basu Jan. 9 01:10 am JST

Too late. 30~50% of people arriving from China were already COVID+ according to Korean government which enforced COVID test upon arrival, meaning tens of thousands already came in to spread new COVID variants in Japan.

RKL Jan. 9 02:09 am JST

I commend India for testing Japanese travelers entering the country.

theFu Jan. 9 03:42 am JST

Fake covid test reports are already available in China and the CCP is encouraging all travelers to lie when asked if they have covid on arrival.

https://www.scmp.com/news/china/science/article/3193746/chinese-lab-accused-concealing-positive-covid-test-results

The only answer to combat this blatant lying policy is to require local testing with results available in 15-30 minutes. Then take any people with positive results for more exacting testing and quarantine - all paid for by the passengers. Last week, 50% of tested people entering from China had covid on arrival in Milan. That's just the people testing positive. No way to know how widespread the exposure on the plane will impact others.

I took one of these tests yesterday - from Siemens. Not a big deal. Oddly, the QA forms for the packaging were in Mandarin. Seems I just have a cold, not covid. ;)

The CDC pointed to the surge in COVID-19 cases in China and "the lack of adequate and transparent epidemiological and viral genomic sequence data being reported from" that country. "Reduced testing and case reporting in (China) and minimal sharing of viral genomic sequence data could delay the identification of new variants of concern if they arise," the CDC said in a news release.

theFu Jan. 9 03:51 am JST

I know the US is requiring tests not just for China-direct flights including the SARs (HK and Macau), but anyone who was in China within 10 days of connecting flights coming from Incheon, Toronto Pearson International, and Vancouver International are required to provide a negative test if they have been in China in the last 10 days.

I'd be surprised if Japan didn't do the same. From the Ministry of Foreign Affairs:

Ref: https://www.mofa.go.jp/ca/cp/page22e_000925.html The provisional measures from December 30, 2022 Please note that following provisional measures are currently effective for travelers and returnees from China (except Hong Kong and Macau). On-arrival test at the quarantine station is required from 0:00 AM (JST) on December 30, 2022 Upon arrival in Japan, all travelers and returnees who have stayed in China (except Hong Kong and Macau) within 7 days prior to the entry and all travelers and returnees coming from China (except Hong Kong and Macau) by direct flight are required to take on-arrival test a t the quarantine station. (Note) From 0:00 AM (JST) on January 8, 2023, on-arrival test will be either quantitative antigen test or PCR test. A certificate of negative result of COVID-19 test conducted within 72 hours prior to departure is required from 0:00 AM (JST) on January 8, 2023. All travelers and returnees coming from China (except Hong Kong and Macau) by direct flight will be required to submit a certificate of negative result of COVID-19 test conducted within 72 hours prior to departure, regardless of whether they have a valid vaccination certificate.

So it appears that HK and Macau are treated different for entry into Japan.

theFu Jan. 9 04:52 am JST

BTW, if you want to visit China, they still require a 48-hour PCR negative test for entry. So all their complaints that people traveling from China to other countries needing to show negative COVID tests is a little hypocritical, especially when thousands of people daily are dying in China from covid, but the CCP govt isn't accurately tracking deaths or positive test results.

Nothing new. China wants to be the victim, even when they treat the rest of the world similarly for what they are complaining about.

Shane Sommerville Jan. 9 05:34 am JST

Imo don’t let any in from China simple.

Willalwaysbehere Jan. 9 09:25 am JST

They should test everyone.

kohakuebisu Jan. 9 10:17 am JST

I agree with this.

The main issue is a lack of transparency on the Chinese side. If Chinese visitors were no more likely than anyone else to be carrying a variant that is not present in Japan, such testing would not be necessary. However, that is not something we can state with any kind of confidence. China has suddenly flipped from super severe lockdowns to a free and easy policy, driven by nothing more than a bit of civil unrest. From the outside, It is all very unconvincing and seems driven by political expedience not medical reasoning.

asdfghjkl Jan. 9 10:42 am JST

If a high percentage of a population are getting infected and dying. And numbers coming out are suspicious, and the country is crying unfair treatment……Definitely passengers from there need to be tested pre and post arrival and follow the quarantine rules the world has had to go through…..A lesson in how to make people hate you as a nation. But maybe that’s the goal.

theFu Jan. 9 02:47 pm JST

Definitely passengers from there need to be tested pre and post arrival and follow the quarantine rules the world has had to go through…..A lesson in how to make people hate you as a nation. But maybe that’s the goal.

China is selfish and wants the rest of the world to feel their pain. Why else would they encourage foreign travel by infected people? Why would they purposefully miss-count cases and deaths? It is all world politics. Definitely not following the best science we know today.

For how long did China block inbound travel? How many days of quarantine were required by travelers, even with clean covid tests? China's claims of racism are completely bogus. It isn't about being Chinese. It is about traveling from/through China where the govt can't be trusted. If they didn't lie so much about everything, we'd all be in this together and trust would have been assumed. When a govt is proven to lie about nearly everything, there isn't any trust. Who's failure is that? Not Japan's.

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The Asahi Shimbun

China lifts ban on group tours to Japan in time for summer travel

THE ASAHI SHIMBUN

August 10, 2023 at 12:08 JST

China lifted its ban on group tours to Japan on Aug. 10 after a suspension of more than three years due to the novel coronavirus pandemic.

The decision announced by China's Ministry of Culture and Tourism also covered the United States, South Korea and many European countries.

The lifting is expected to be a boon to Japan’s tourism industry as China topped both in tourist numbers and visitor spending before the pandemic.

Chinese group tours to Japan have been on hold since January 2020. Only a limited number of solo travelers have visited the country since the spread of COVID-19.

In 2019, 9.59 million Chinese tourists visited Japan, accounting for 30 percent of foreign travelers.

Tourists from China spent 1.77 trillion yen ($12.30 billion), 36.8 percent of the total spending by inbound travelers.

The per-capita spending on shopping surpassed 100,000 yen, making China the only country to exceed that lucrative threshold for retail establishments.

Japan eased border restrictions on incoming travelers in October, but Chinese tourists have been slow to return compared with other countries.

The Chinese government has continued to freeze procedures for Japan-bound group tours.

China, which substantially relaxed its zero-COVID policy in December, lifted its ban on group tours to 60 countries in two batches, but Japan has not been included.

Japan and other countries were included in the third group announced on Aug. 10. 

In June, the number of Chinese tourists to Japan was about 20 percent of pre-COVID levels, although the overall entry of foreign travelers recovered to about 70 percent.

This year, flights from China increased to Tokyo and Osaka, among other major cities, and airlines are moving to reopen direct services to rural destinations.

(This article was written by Go Takahashi, Anri Takahashi and Kazuki Uechi.)

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• Chinese tourists cancel trips to Japan amid nuclear contamination concerns, dampening tourism market

(ECNS) -- Scores of Chinese tourists have cancelled their guided tours to Japan after the Japanese government announced the release ofnuclear-contaminated wastewater from the crippled Fukushima Daiichi Nuclear Power Plant into the Pacific Ocean on last Thursday.

With Chinese companies no longer prioritizing Japan as a recommended destination since the announcement, the latter's tourism industry is expected to suffer significantly.

Tourism agencies: sharp decline in Japan trips

China on August 10 announced the third resumption of outbound group tours to 78 countries and regions, including Japan, which soon became one of the most popular destinations during the National Day holiday.

According to search data from Ctrip, the search volume for Japan had even surpassed Southeast Asian destinations like Thailand and Singapore, ranking first.

However, Japan has been removed as a recommended destination on various Chinese online travel platforms such as Ctrip, Tuniu, and Tongcheng Travel since last Thursday as nuclear contamination concerns surge.

On an online travel agency (OTA) platform, Tokyo was ranked the second most searched overseas destination last Thursday, but this week it had dropped to the third position.

Data from another OTA platform reveals that the search volume for flights to Tokyo and Osaka has decreased by nearly half compared to the period before last Thursday.

Ticket prices for flights from Shanghai to Tokyo in mid-September have also decreased by nearly 10 percent compared to last week.

"In the past few days, we've received some requests for cancellations ontrips to Japan,"the head of a travel agency in East China’s Nanjing city said. The person mentioned that even though travel products to Japan are still available, the agency will no longer promote them. Furthermore, they will try to avoid seaside attractions as much as possible.

Tourists: not worth going to Japan anymore

"No need to ponder!" a netizen from Shaanxi province said after cancelling a planned tour to Japan.

On August 20, the person had booked an 8-day trip to Fuji-Osaka-Tokyo, scheduled to depart on September 26. Upon learning about Japan's decision to release nuclear-contaminated water into the ocean, the tour was promptly cancelled.

"Even though the itinerary had already been planned and money exchanged, considering my own safety and health, it's simply not worth going there anymore," the netizen said.

A netizen surname Qian said he had initially planned a honeymoon trip to Japan. However, he decisively canceled his flight tickets.

"In total, we've lost over 10,000 yuan (about $1371.7) for visa processing and air tickets. Fortunately, we hadn't booked any local hotels yet," he said.

According to previously data released by Japan National Tourism Organization(JNTO), the number of visitors to Japan reached a record-breaking 31.19 million in 2018. Among them, there were 8.38 million visitors from the Chinese mainland, accounting for 26.9 percent of the total, and their overall expenditure was the highest, reaching 1.545 trillion Japanese yen (approximately 98.7 billion yuan).

 "The tourism industry is a crucial sector for Japan, and the release of nuclear-contaminated water into the ocean has tarnished Japan's international image. The negative impact on local tourism industry is likely to persist and worsen in the short term," said Zou Guangyong, associate Professor from Shanghai Business School.

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China bashes Japan press for hyping inbound Chinese tourist figures

As Japan releases the second batch of treated radioactive water from Fukushima, Chinese state media and social media users have lashed out at the Japanese press for inflating Chinese tourist numbers during the Golden Week holidays, a move seen as Beijing’s way to exert political pressure on Japan. 

Japanese media outlets, including The Japan Times, reported on Oct. 5 that Japanese airlines’ flights from China to Japan are almost fully booked during an eight-day holiday that began Friday, highlighting that Japan tops the list of popular overseas destinations for Chinese travelers during the holiday period. On the same day, Tokyo began releasing a second batch of treated radioactive water from the wrecked Fukushima No. 1 nuclear plant.

In response, the nationalistic Global Times and Chinese self-media – bloggers and citizen journalists – not only deplored Chinese tourists visiting Japan, but they also blasted the Japanese media for deliberately hyping up the travel trend and, in their view, tarnishing the image of Chinese people.

“They also forcefully connected this with the attitude of the Chinese people toward Japan’s dumping of nuclear-contaminated wastewater into the sea, deliberately creating misleading arguments such as that Chinese people are ‘forgetful or do not care about Japan’s dumping,’” reads a Global Times commentary on Wednesday.

The commentary also named and shamed Japan’s Fuji TV and the Mainichi Shimbun in a bid to expose the propaganda war [with inflation of Japan-bound Chinese tourists figures], as well as the Japanese government’s irresponsibility. Chinese tourist arrivals reached 364,100 in August this year, or more than a third of the 1 million arrivals recorded before the COVID-19 pandemic in August 2019, according to the latest available official data from Japan.  

Blogger Xuanji Shijie, or mystic horizon, lamented: “Japan will immediately start its second round of nuclear sewage discharge on October 5. Don’t these tourists know our country’s attitude towards Japan’s discharge of radioactive water? Can you have some backbone?”

To be sure, the U.N.’s atomic watchdog, the International Atomic Energy Agency has said that the planned discharge of wastewater meets relevant international safety standards and would have a “negligible” radiological impact on people and the environment.

Experts warned that leveraging on issues ranging from nuclear wastewater to criticism of Japanese tourism, is one of Beijing’s tactics to politically oppress Japan. However, this means that China could have cornered itself should it want to change its foreign policy towards Japan.

China’s independent political scholar Chen Daoyin pointed out that the Chinese people’s grievances against Japan have been used to rationalize China’s economic pressures exerted on the country. Since Japan started releasing the treated Fukushima water into the Pacific Ocean in August, Beijing has banned imports of Japanese seafood. 

“The nuclear wastewater incident should not be viewed in isolation, but is part of a system of economic coercion by China, using it to force Japan to bow to Beijing’s demands, mainly in its Indo-Pacific strategy,” Chen said. “Japan can play a leading role and moderate its stance towards China, which will continue to exert pressure as long as there are opportunities.”

Separately, Sung Kuo-chen, a researcher at the Institute of International Relations at Taiwan’s National Chengchi University, said Chinese people’s anti-Japanese sentiments were fanned by the official Chinese position. Such a negative atmosphere would increase the difficulty to turn relations around when Beijing should have a change of heart.

“The Chinese government is facing two very contradictory situations. If it wants to ease relations with Japan, will the public agree? The Chinese Communist Party also refuses to restrain itself on the military front, even though it claims to want to improve Sino-Japanese relations diplomatically. It cannot have its cake and eat it too; it is a self-contradictory foreign policy.”

With the United States, South Korea and Japan allying strongly, Sung said the conflicting Sino-Japanese relationship will be hard to turn around.

Edited by Taejun Kang and Mike Firn.

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China approves Japan, U.S., other destinations for group tourism

South Korea, Australia, Myanmar, India, Pakistan, Turkey also included in list

TOKYO -- The Chinese government released a new list of destination countries for outbound group tourism, including Japan, South Korea, Australia, the U.S. and the U.K. on Thursday, a move that will give a lift to retailers and other travel-related businesses in those countries.

According to the announcement, the application process for group tours begins Thursday. New countries approved by the Chinese government include India, Pakistan, Qatar, Bangladesh, Myanmar, Lebanon, Turkey and Israel, Mexico, Germany, Finland, the Netherlands, Sweden.

Japanese shy away from foreign trips months after reopening

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Chinese tourists in Japan eat sushi amid Beijing's seafood import ban

Chinese holidaymakers visiting Japan have said they are enjoying eating sushi amid Beijing's ban on Japanese seafood imports, imposed following the release of treated radioactive water from the wrecked Fukushima nuclear complex into the sea.

"I eat sushi every day," said a woman in her 40s from China's Zhejiang Province while shopping in the upmarket Ginza shopping district in Tokyo during China's eight-day National Day vacation period, which kicked off on Sept. 29. "I don't care where the fish were caught."

Li Pei, another Chinese tourist who was visiting Ginza during the holiday season from Qingdao in Shandong Province, said he "has no worries" about the water discharge.

"I understand that the concentration level of (radioactive) tritium in the treated water is below international safety standards and has limited effect," the 40-year-old said.

Since Japan began releasing the water into the sea from the Fukushima plant in late August, Chinese media, including The Global Times, a tabloid affiliated with China's ruling Communist Party, have reported on Japan-bound trip cancellations and Chinese consumers' concerns about the safety of Japanese products.

Beijing, which has repeatedly urged Japan to halt the discharge and calls it "nuclear-contaminated water," imposed a blanket ban on Japanese seafood imports after the water release commenced.

The Chinese woman from Zhejiang Province said that Chinese local media outlets emphasizing the dangers of the Fukushima water are being "biased" but noted that "not many people in China" are able to make decisions based upon information obtained from overseas.

A tourist bus operator in Tokyo said it appears that "young people with flexible ways of thinking are choosing to travel independently" to Japan.

According to Japanese airline companies servicing flights from China to Japan, seats on their planes were almost fully booked during the eight-day holiday, which also combines the Mid-Autumn Festival.

Data analysis by Chinese internet search giant Baidu Inc. and other companies also showed that Japan tops the list of popular overseas destinations for Chinese travelers during the vacation period.

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Outlook for China tourism 2023: Light at the end of the tunnel

China is now removing travel restrictions rapidly, both domestically and internationally. While the sudden opening may lead to uncertainty and hesitancy to travel in the short term, Chinese tourists still express a strong desire to travel. And the recent removal of quarantine requirements in January 2023 could usher in a renewed demand for trips abroad.

Domestically, there are already signs of strong travel recovery. The recent Chinese New Year holidays saw 308 million domestic trips, generating almost RMB 376 billion in tourism revenue. 1 China’s Ministry of Culture and Tourism. This upswing indicates that domestic travel volume has recovered to 90 percent of 2019 figures, and spending has bounced back to around 70 percent of pre-pandemic levels. 2 McKinsey analysis based on China’s Ministry of Culture and Tourism data.

This article paints a picture of Chinese travelers and their evolving spending behaviors and preferences—and suggests measures that tourism service providers and destinations could take to prepare for their imminent return. The analyses draw on the findings of McKinsey’s latest Survey of Chinese Tourist Attitudes, and compare the results across six waves of surveys conducted between April 2020 and November 2022, along with consumer sentiment research and recent travel data.

From pandemic to endemic

By January 8, 2023, cross-city travel restrictions, border closures, and quarantine requirements on international arrivals to China had been lifted. 3 “Graphics: China’s 20 new measures for optimizing COVID-19 response,” CGTN, November 15, 2022; “COVID-19 response further optimized with 10 new measures,” China Services Info, December 8, 2022; “China reopens borders in final farewell to zero-COVID,” Reuters, January 8, 2023. This rapid removal of domestic travel restrictions, and an increase in COVID-19 infection rates, likely knocked travel confidence for cross-city and within-city trips. Right after the first easing of measures, in-city transport saw a marked drop as people stayed home—either because they were ill, or to avoid exposure. Subway traffic in ten major cities in mainland China fell and then spiked during Chinese New Year in February. Hotel room bookings also peaked at this time.

Domestic airline seat capacity experienced a minor rebound as each set of restrictions was lifted—suggesting a rise in demand as airlines scheduled more flights. Domestic capacity fluctuated, possibly due to the accelerated COVID-19 infection rate and a temporary labor shortage. International seat capacity, however, continued to climb (Exhibit 1).

By Chinese new year, China was past its infection peak—and domestic tourism recovered strongly. For instance, Hainan drew 6.4 million visitors over Chinese New Year (up from 5.8 million in 2019) and visits to Shanghai reached 10 million (roughly double 2019 holiday figures). 4 China’s Ministry of Culture and Tourism. Overall, revenue per available room (RevPAR) during this period recovered and surpassed pre-pandemic levels, at 120 percent of 2019 figures. 5 STR data. Outbound trips are still limited, but given the pent-up demand for international travel (and the upswing in domestic tourism) the tourism industry may need to prepare to welcome back Chinese tourists.

Tourism players should be ready for this; the time to act is now.

A demand boom is around the corner—Chinese tourists are returning soon

Before the pandemic, Chinese tourists were eager travelers. Mainland China had the largest outbound travel market in the world, both in number of trips and total spend. 6 World Tourism Organization (UNWTO) Tourism dashboard, Outbound tourism ranking. In 2019, Mainland Chinese tourists took 155 million outbound trips, totaling $255 billion in travel spending. 7 China’s Ministry of Culture and Tourism. These figures indicate total outbound trips, including to Hong Kong and Macau. China is also an important source market for some major destinations. For instance, Chinese travelers made up 28 percent of inbound tourism in Thailand, 30 percent in Japan, and 16 percent of non-EU visitors to Germany. 8 United Nations World Tourism Organization (UNWTO) database.

Leisure travel was the biggest driver of China’s outbound travel, representing 65 percent of travelers in 2019. In the same year, 29 percent of travelers ventured out for business, and 6 percent journeyed to visit friends and relatives. 9 Euromonitor International database.

Our most recent Survey of Chinese Tourist Attitudes, conducted in November 2022, shows that Chinese tourists have retained their keen desire to explore international destinations. About 40 percent of respondents reported that they expect to undertake outbound travel for their next leisure trip.

Where do these travelers want to go?

The results also indicate that the top three overseas travel destinations (beyond Hong Kong and Macau) are Australia/New Zealand, Southeast Asia, and Japan. Overall, respondents show less interest in travel to Europe than in previous years, down from 7 percent to 4 percent compared to wave 5 respondents. Desire to embark on long-haul international trips to Australia/New Zealand increased from 5 percent to 7 percent, and North American trips from 3 percent to 4 percent since the last survey. The wealthier segment (monthly household income over RMB 38,000) still shows a high interest in EU destinations (13 percent).

There are stumbling blocks on the road to recovery

While travel sentiment is strong, other factors may deter travelers from taking to the skies: fear of COVID-19; the need for COVID-19 testing which can be expensive; ticket prices; risk appetite of destination countries; and getting a passport or visa.

Chinese travelers may favor domestic trips, even if all outbound travel restrictions are removed, until they feel it is safe to travel internationally. A COVID-19-safe environment in destination countries will likely boost travelers’ confidence and encourage them to book trips again. 10 “Long-haul travel barometer,” European Travel Commission, February 1, 2023.

Travel recovery is also dependent on airline capacity. Some international airlines might be slow to restore capacity as fleets were retired during COVID-19 and airlines face a shortage of crew, particularly pilots. Considering that at the time of writing, in April 2023, international airline seat capacity has only recovered to around 37 percent of pre-pandemic levels, travelers are likely to face elevated ticket prices in the coming months. For instance, ticket prices for travel in the upcoming holidays to popular overseas destinations such as Japan and Thailand are double what they were in 2019. 11 Based on Ctrip prices. Price-sensitive travelers might wait for ticket prices to level out before booking their overseas trips.

Chinese airlines, however, appear more ready to resume full service than their international counterparts —fewer pilots left the industry and aircraft are available. Chinese carriers’ widebody fleets are mostly in service or ready to be redeployed (Exhibit 2).

Moving forward, safety measures in destination countries will affect travel recovery. Most countries have dropped testing requirements on arrivals from mainland China, and Chinese outbound group travel has resumed but is still limited to selected countries.

Many Chinese travelers—maybe 20 percent—have had passports expire during the COVID-19 period, and China has not been renewing these passports. Renewals are now possible, but the backlog will slow travel’s rebound by a few months. 12 Steve Saxon, “ What to expect from China’s travel rebound ,” McKinsey, January 25, 2023. Furthermore, travel visas for destination countries can take some time to be processed and issued.

Taken together, these factors suggest that the returning wave of Chinese travelers may only gather momentum by the Summer of 2023 and that China’s travel recovery will likely lag Hong Kong’s by a few months.

Overall, China is opening up to travel, both inbound and outbound—all types of visas are being issued to foreign visitors, and locals are getting ready to travel abroad. 13 “China to resume issuing all types of visas for foreigners,” China Briefing, March 14, 2023.

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The returning chinese traveler is evolving.

Although Chinese travelers did not have opportunities to travel internationally over the past three years, they continued to travel domestically and explore new offerings. Annual domestic trips remained at around 50 percent of pre-pandemic levels, amounting to 8.7 billion domestic trips over the past three years. 14 China’s Ministry of Culture and Tourism. During this time, the domestic market matured, and travelers became more sophisticated as they tried new leisure experiences such as beach resorts, skiing trips, and “staycations” in home cities. Chinese travelers became more experienced as thanks to periods of low COVID-19 infection rates domestically they explored China’s vast geography and diverse experiences on offer.

Consequently, the post-COVID-19 Chinese traveler is even more digitally savvy, has high expectations, and seeks novel experiences. These are some of the characteristics of a typical traveler:

• Experience-oriented: Wave 6 of the survey shows that the rebound tourist is planning their trip around experiences. Outdoor and scenic trips remain the most popular travel theme. In survey waves 1 to 3, sightseeing and “foodie” experiences were high on the list of preferences while traveling. From waves 4 to 6, culture and history, beaches and resorts, and health and wellness gained more attention—solidifying the trend for experience-driven travel. Additionally, possibly due to the hype of the Winter Olympics, skiing and snowboarding have become popular activities.
• Hyper-digitized: While digitization is a global trend, Chinese consumers are some of the most digitally savvy in the world; mobile technologies and social media are at the core of daily life. COVID-19 drove people to spend more time online—now short-form videos and livestreaming have become the top online entertainment options in China. In the first half of 2022, Chinese consumers spent 30 percent of their mobile internet time engaging with short videos. 15 “In the first half of the year, the number of mobile netizens increased, and short videos accounted for nearly 30% of the total time spent online,” Chinadaily.com, 27 July 2022.
• Exploration enthusiasts: Chinese travelers are also keen to explore the world and embark on novel experiences in unfamiliar destinations. Survey respondents were looking forward to visiting new attractions, even when travel policies limited their travel radius. Instead of revisiting destinations, 45 percent of respondents picked short trips to new sites as their number one choice, followed by long trips to new sites as their second choice.

Consumers are optimistic, and travel spending remains resilient

McKinsey’s 2022 research on Chinese consumer sentiment shows that although economic optimism is seeing a global decline, 49 percent of Chinese respondents reported that they are optimistic about their country’s economic recovery. Optimism had dropped by 6 percentage points since an earlier iteration of the survey, but Chinese consumers continue to be more optimistic than other surveyed countries, apart from India (80 percent optimistic) and Indonesia (73 percent optimistic) (Exhibit 3). 16 “ Survey: Chinese consumer sentiment during the coronavirus crisis ,” McKinsey, October 13, 2022.

Chinese consumers are still keen to spend on travel, and travel spending is expected to be resilient. Wave 6 of the tourist attitude survey saw 87 percent of respondents claiming that they will spend more or maintain their level of travel spending. Moreover, when consumers were asked “which categories do you intend to splurge/treat yourself to,” travel ranked second, with 29 percent of respondents preferring travel over other categories. 17 “ Survey: Chinese consumer sentiment during the coronavirus crisis ,” McKinsey, October 13, 2022.

Against this context of consumer optimism, the wave 6 tourist attitude survey results shed light on how travelers plan to spend, and which segments are likely to spend more than others:

• The wealthier segment and older age groups (age 45-65) show the most resilience in terms of travel spend. Around 45 to 50 percent of travelers in these two groups will spend more on their next leisure trip.
• The wealthier segment has shown the most interest in beach and resort trips (48 percent). Instead of celebrating Chinese New Year at home with family, 30 percent of Chinese travelers in the senior age group (age 55-65) expect to take their next leisure trip during this holiday—10 percent more than the total average. And the top three trip preferences for senior travelers are culture, sightseeing, and health-themed trips.
• When it comes to where travelers plan to spend their money on their next trip, entertainment activities, food, and shopping are the most popular categories. These are also the most flexible and variable spending categories, and there are opportunities to up-sell—attractions, food and beverage, and retail players are well positioned to create unique and unexpected offerings to stimulate spending in this area (Exhibit 4).

Independent accommodation is gaining popularity

Overall, Chinese consumers have high expectations for products and services. McKinsey’s 2023 consumer report found that local brands are on the rise and consumers are choosing local products for their quality, not just for their cheaper prices. Chinese consumers are becoming savvier, and tap into online resources and social media to educate themselves about the specific details and features of product offerings. 18 Daniel Zipser, Daniel Hui, Jia Zhou, and Cherie Zhang, 2023 McKinsey China Consumer Report , McKinsey, December 2022.

Furthermore, 49 percent of Chinese consumers believe that domestic brands are of “better quality” than foreign brands—only 23 percent believe the converse is true. Functionality extended its lead as the most important criterion influencing Chinese consumers, indicating that consumers are focusing more on the functional aspects of products, and less on emotional factors. Branding thus has less influence on purchasing decisions. 19 Daniel Zipser, Daniel Hui, Jia Zhou, and Cherie Zhang, 2023 McKinsey China Consumer Report , McKinsey, December 2022.

These broader consumer sentiments are echoed in the travel sector. Chinese travelers pay attention to cost, but do not simply seek out the lowest prices. While 17 percent of wave 6 respondents are concerned about low prices, 33 percent are on the hunt for value-for-money offerings, and 30 percent prefer good discounts and worthwhile deals.

And consumer sentiment regarding local brands holds true for travel preferences. Independent travel accommodation continues to be the preferred choice for most respondents, increasing in share against international chain brand hotels (Exhibit 5). Almost 60 percent of respondents prefer independent accommodation such as boutique hotels, B&Bs, and Airbnb—an 8 percentage-point increase since 2020.

Local chain brand hotels remain stable, the favored accommodation for 20 percent of respondents. These hotels are seen as a more standardized option, and as most are located in urban areas, they target the budget traveler segment.

Opting for independent accommodation is not considered a trade down; Chinese travelers expect a high level of service. In particular, respondents in the wealthier segment picked independent options (57 percent) over international premium brands (27 percent).

Premium independent options for the wealthier segment are abundant, specifically in leisure travel. Setting up a premium brand hotel requires long-term construction periods and heavy capital investment. Small-scale boutique hotels or B&Bs, on the other hand, are more agile solutions that can ramp up in the short term. This may explain the abundance of premium independent offerings. For instance, in destinations such as Lijiang and Yangshuo, between seven and nine of the top-ten premium hotels listed on Ctrip are independent boutique hotels.

Premium independent accommodation’s strength lies in quality guest experience with a genuine human touch. The service level at premium independent establishments can even surpass that of chain brand accommodation thanks to the high staff-to-room ratio, which easily reaches 3:1 or even 5:1. 20 “Strategic marketing analysis of boutique hotels,” Travel Daily , June 3, 2015. For hotels in Xiamen, Lijiang, and Yangshou, Ctrip service ratings of premium independent hotels are all above 4.7, outperforming international chain brand hotels.

Travelers are becoming smarter and more realistic during hotel selection, focusing on fundamental offerings such as local features and value for money. Across all types of hotels, local features are one of the most important factors influencing hotel selection—even for chain brand hotels which have a reputation for mastering the standardized offering. On average, 34 percent of respondents report that local features and cultural elements are the key considerations affecting their choice of hotel.

Outbound Chinese tourists are evolving rapidly, becoming increasingly diverse in their travel preferences, behaviors, and spending patterns. Chinese travelers are not homogeneous, and their needs and preferences continue to evolve. Therefore, serving each group of tourists may require different product offerings, sales channels, or marketing techniques.

The path toward eco-friendly travel in China

How international travel and tourism can attract outbound chinese travelers.

China’s lifting of travel restrictions may cause some uncertainty in the short term, but a promising recovery lies ahead. Chinese tourists have maintained a strong desire to travel internationally and are willing to pay for this experience. They are also discerning and looking for high-quality accommodation, offerings, and service. As boutique hotels are becoming more popular, international hotel brands hotels could, for example, aim to stand out by leveraging their experience in service excellence.

With renewed travel demand, now may be the time for international travel and tourism businesses to invest in polishing product offerings—on an infrastructural and service level. Tourism, food and beverage, retail, and entertainment providers can start preparing for the rebound by providing unique and innovative experiences that entice the adventurous Chinese traveler.

Craft an authentically local offering that appeals to experience-driven Chinese travelers

Chinese travelers have suspended overseas trips for three years, and are now looking to enjoy high-quality experiences in destinations they have been to before. They also want to do more than shopping and sightseeing, and have expressed willingness to spend on offerings geared towards entertainment and experience. This includes activities like theme parks, snow sports, water sports, shows, and cultural activities. Authentic experiences can satisfy their desire for an immersive foreign experience, but they often want the experience to be familiar and accessible.

Designing the right product means tapping into deep customer insights to craft offerings that are accessible for Chinese travelers, within a comfortable and familiar setting, yet are still authentic and exciting.

Travel and tourism providers may also have opportunities to up-sell or cross-sell experiences and entertainment offerings.

Social media is essential

Social media is emerging as one of the most important sources of inspiration for travel. Short video now is a major influence channel across all age groups and types of consumers.

Tourist destinations have begun to leverage social media, and short video campaigns, to maximize exposure. For example, Tourism Australia recently launched a video campaign with a kangaroo character on TikTok, and overall views soon reached around 1.67 billion.

The story of Ding Zhen, a young herder from a village in Sichuan province, illustrates the power of online video in China. In 2020, a seven-second video of Ding Zhen turned him into an overnight media sensation. Soon after, he was approached to become a tourism ambassador for Litang county in Sichuan—and local tourism flourished. 21 “Tibetan herder goes viral, draws attention to his hometown in SW China,” Xinhuanet, December 11, 2020. Another Sichuan local, the director of the Culture and Tourism Bureau in Ganzi, has drawn visitors to the region through his popular cosplay videos that generated 7 million reviews. Building on the strength of these influential celebrities, visitor numbers to the region were said to reach 35 million, more than two-and-a-half times 2016 volumes. 22 “Local official promoting Sichuan tourism goes viral on internet,” China Daily, June 17, 2022; “The Director of Culture and Tourism disguises himself as a “Swordsman” knight to promote Ganzi tourism,” Travel Daily , June 17, 2022.

Online travel companies are also using social media to reach consumers. Early in the pandemic, Trip.com took advantage of the upward trend in livestreaming. The company’s co-founder and chairman of the board, James Liang, hosted weekly livestreams where he dressed up in costume or chatted to guests at various destinations. Between March and October 2020, Liang’s livestreams sold around $294 million’s worth of travel packages and hotel room reservations. 23 “Travel companies adapt to a livestreaming trend that may outlast the pandemic,” Skift, October 26, 2020.

Livestreaming is being used by tourism boards, too. For instance, the Tourism Authority of Thailand (TAT) collaborated with Trip.com to launch a new campaign to attract Chinese tourists to Thailand as cross-border travel resumed. The broadcast, joined by TAT Governor Mr Yuthasak Supasorn, recorded sales of more than 20,000 room nights amounting to a gross merchandise value of over RMB 40 million. 24 “Trip.com Group sees border reopening surge in travel bookings boosted by Lunar New Year demand,” Trip.com, January 13, 2023.

International tourism providers looking to engage Chinese travelers should keep an eye on social media channels and fully leverage key opinion leaders.

Scale with the right channel partners

Travel distribution in China has evolved into a complex, fragmented, and Chinese-dominated ecosystem, making scaling an increasingly difficult task. Travel companies need to understand the key characteristics of each channel type, including online travel agencies (OTAs), online travel portals (OTPs), and traditional travel agencies as each target different customer segments, and offer different levels of control to brands. It also takes different sets of capabilities to manage each type of distribution channel.

Travel companies can prioritize the channels they wish to use and set clear roles for each. One challenge when choosing the right channel partner is to avoid ultra-low prices that may encourage volume, but could ultimately damage a brand.

Meanwhile, given the evolution of the postCOVID-19 industry landscape and rapid shifts in consumer demand, travel companies should consider direct-to-consumer (D2C) channels. The first step would be selecting the appropriate D2C positioning and strategy, according to the company’s needs. In China, D2C is a complicated market involving both public domains (such as social media and OTA platforms) and private domains (such as official brand platforms). To make the most of D2C, travel companies need a clear value proposition for their D2C strategy, whether it be focused on branding or on commercial/sales.

Create a seamless travel experience for the digitally savvy Chinese tourist

China has one of the most digitally advanced lifestyles on the planet. Chinese travelers are mobile-driven, wallet-less, and impatient—and frequently feel “digitally homesick” while abroad. Overseas destinations and tourism service providers could “spoil” tech-savvy Chinese travelers with digitally enhanced service.

China’s internet giants can provide a shortcut to getting digital services off the ground. Rather than building digital capabilities from scratch, foreign tourism providers could engage Chinese travelers through a platform that is already being used daily. For example, Amsterdam’s Schiphol Airport provides a WeChat Mini Program with four modules: duty-free shopping, flight inquiry, information transfer, and travel planning. This contains information about all aspects of the airport, including ground transportation and tax refund procedures.

Alibaba’s Alipay, a third-party mobile and online payment platform, is also innovating in this space. The service provider has cooperated with various tax refund agencies, such as Global Blue, to enable a seamless digitized tax refund experience. Travelers scan completed tax refund forms at automated kiosks in the airport, and within a few hours, the refunded amount is transferred directly to their Alipay accounts. 25 “Alipay and Global Blue to make tax refunds easy for Chinese tourists,” Alizila, June 23, 2014.

Such digital applications are likely to be the norm going forward, not a differentiator, so travel companies that do not invest in this area may be left behind.

Chinese travelers are on the cusp of returning in full force, and tourism providers can start preparing now

With China’s quarantine requirements falling away at the start of 2023, travelers are planning trips, renewing passports and visas, and readying themselves for a comeback. Chinese tourists have not lost their appetite for travel, and a boom in travel demand can be expected soon. Though airlines are slow to restore capacity, and some destination countries are more risk averse when welcoming Chinese travelers, there are still options for Chinese tourists to explore destinations abroad.

Tourism providers can expect to welcome travelers with diverse interests who are willing to spend money on travel, who are seeking out exciting experiences, and who are choosing high-quality products and services. The returning Chinese traveler is digitally savvy and favors functionality over branding—trends suggest that providers who can craft authentic, seamless, and unique offerings could be well positioned to capture this market.

Guang Chen and Jackey Yu are partners in McKinsey’s Hong Kong office, Zi Chen is a capabilities and insights specialist in the Shanghai office, and Steve Saxon is a partner in the Shenzhen office.

The authors wish to thank Cherie Zhang, Glenn Leibowitz, Na Lei, and Monique Wu for their contributions to this article.

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Microsoft translator is a free, personal translation app for more than 70 languages, to translate text, voice, conversations, camera photos and screenshots. you can even download languages for offline translation for free to use when you travel • text translation into over 70 languages*, for online and offline use • camera translation to translate text within photos and screenshots • voice translation to translate speech, and a split-screen mode for two participants having a bilingual conversation • multi-person conversation translation - connect your devices and have in-person conversations with up to 100 people across multiple languages • phrasebooks for verified translations and pronunciation guides to help you learn important phrases in foreign languages when you travel • look up alternate translations and meanings of a word to find the best translation to express yourself • download languages for offline use for when you travel without an internet connection • hear your translated phrase out loud to help you learn how to say the translation • view transliterations (pronunciation guides) to help you pronounce the translation (includes pinyin support for chinese) • share your translations with other apps • pin and save your most frequent translations for later • translate text in other apps through context menu translation • speak to your android wear smart watch to get an instant translation • automatically sync translations between your phone and android wear smart watch translator supports the following languages:  afrikaans, arabic, arabic (levantine), bangla, bosnian (latin), bulgarian, cantonese (traditional), catalan, chinese simplified, chinese traditional, croatian, czech, danish, dari, dutch, english, estonian, fijian, filipino, finnish, french, german, greek, gujarati, haitian creole, hebrew , hindi, hmong daw, hungarian, icelandic, indonesian, irish, italian, japanese, kannada, kazakh, korean, kurdish (central), kurdish (northern), latvian, lithuanian, malagasy, malay, malayalam, maltese, maori, marathi, norwegian, odia, pashto, persian, polish, portuguese (brazil), portuguese (portugal), punjabi, queretaro otomi, romanian, russian, samoan, serbian (cyrillic), serbian (latin), slovak, slovenian, spanish, swahili, swedish, tahitian, tamil, telugu, thai, tongan, turkish, ukrainian, urdu, vietnamese, welsh, yucatec maya microsoft translator is powered by cutting-edge technology used by office, bing, skype, and edge as well as by partners such as adobe, linkedin and more.  location permission: microsoft only uses your location to show you where conversation occurred. we display this location in your conversation history. *some features are not available in all languages..

Lakshya Sen seeks help from PM Modi, Anurag Thakur after not receiving visa to travel for BWF Japan, China Open

The Japan Masters 2023 is set to begin next Tuesday.

Indian badminton star Lakshya Sen took to X (formerly Twitter) to seek help from Sports Minister Anurag Thakur, and Ministry of External Affairs to resolve his visa issue and help him compete at the Japan and China Open BWF tournaments.

The Japan Masters 2023 is set to begin on November 14. He and his team have planned to travel to Japan on Saturday (November 11) but to their surprise, they have not yet received their visas, for which they had applied for on October 30.

Sen took to X and tweeted, “I have to travel to Japan & China Open on Sat. Me and my team applied for a Japan visa on 30/10/23. We still haven’t got the visa. I have to apply for a China visa as well. Urgent request for a visa for myself, my coach, and my physio. Please help @ianuragthakur Sir @PMOIndia @meaindia1.”

I have to travel to Japan & China Open on Sat. Me and my team applied for Japan visa on 30/10/23. We still haven’t got the visa. I have to apply for a China visa as well.Urgent request for visa for myself, my coach and physio. Please help @ianuragthakur Sir @PMOIndia @meaindia1 — Lakshya Sen (@lakshya_sen) November 8, 2023

The 17th-ranked star last participated in the BWF French Open 2023. Unfortunately, he was defeated in the first round by Arnaud Merkle of France in straight games with scores of 15-21 and 18-21.

Lakshya Sen , who had previously secured a gold medal in the Commonwealth Games, is preparing to participate in the forthcoming Japan Masters. The tournament is scheduled to take place from November 14th to November 19. He will commence his journey by facing a formidable opponent, Kodai Naroka from Japan, who holds the third seed in the event.

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The junior world champion, Lakshya, commenced the season positively, triumphantly securing the Canada Open 2023 title in July. However, his endeavors to surpass the semifinals hurdle in the Thailand Open, US Open, and Japan Open earlier this year were met with disappointment.

In the previous five tournaments where Lakshya participated, he encountered defeat in the initial rounds. Now he would aim to reverse this trend in the upcoming final few tournaments of this year.

For more updates, follow  Khel Now  on  Facebook ,  Twitter , and  Instagram  and join our community on  Telegram .

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New US jobless claims edge down; continued claims on the rise

[1/2] A "now hiring" sign is displayed outside Taylor Party and Equipment Rentals in Somerville, Massachusetts, U.S., September 1, 2022. REUTERS/Brian Snyder Acquire Licensing Rights

Nov 9 (Reuters) - The number of Americans filing new claims for unemployment benefits edged down last week, signaling that layoffs remain low even as the still-strong job market shows some signs of cooling.

Initial claims for state unemployment benefits fell 3,000 to a seasonally adjusted 217,000 for the week ended Nov. 4 from an upwardly revised 220,000 in the prior week, the Labor Department said on Thursday. Economists polled by Reuters had forecast 218,000 claims for the latest week.

Meanwhile, the rolls of those receiving benefits after an initial week of aid, a proxy for hiring, rose for a seventh straight week to 1.834 million during the week ending Oct. 28, the highest level since April, the claims report showed.

Some economists contend the rise in continuing claims reflects difficulties adjusting the data for seasonal fluctuations.

Others, however, say the persistence of the recent rise indicates that while new layoffs remain subdued, those out of work are experiencing a harder time finding a new job. That would be consistent with the latest hiring data showing the job market is cooling .

Last week the Labor Department reported the pace of hiring slowed in October and unemployment ticked higher, although joblessness - at 3.9% last month - remains historically low. A separate report showed that there were 1.5 job openings for every unemployed person in September, down from around 2-to-1 when the job market was the most tight last year.

The claims data adds to the case for the U.S. Federal Reserve to keep interest rates on hold for now, economists said.

"The claims data are consistent with a job market that is cooling enough to keep rate hikes off the table for now, but still too strong to make rate cuts a consideration any time," Nancy Vanden Houten, lead U.S. economist at Oxford Economics, said in a note. "The Fed needs to see enough softening of labor market conditions and wage growth to be persuaded that inflation is on a sustainable path back to 2%."

The U.S. central bank held interest rates steady last week but left the door open to a further increase in borrowing costs in a nod to the economy's resilience.

Since March 2022, the Fed has raised its policy rate by 525 basis points to the current 5.25%-5.50% range to beat back inflation that last year topped 7% by its preferred measure. It has since fallen to 3.4% but has made little further downward progress in recent months, although some underlying measures have continued to decline.

The Fed meets once more this year, in mid-December, and interest rate futures markets reflect less than a 10% probability that policymakers will raise rates then, according to CME Group's Fed Watch tool. Indeed, rates markets foresee no more increases, with cuts priced in by the summer of 2024.

Vanden Houten, however, said she expects job market conditions to soften slowly, and now expects the first Fed rate cut to happen in September rather than May as she had previously forecast.

Reporting by Dan Burns; Editing by Paul Simao and Franklin Paul

Our Standards: The Thomson Reuters Trust Principles.

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