Chinese tourists are increasingly opting for destinations outside of Japan during the current Spring Festival holiday, with Russia, Australia, Thailand and South Korea experiencing a surge in visitors. This shift marks a departure from previous years when Japan was the preferred destination for Chinese travelers during the peak holiday season.
Reports indicate a decline in the appeal of Japan among Chinese tourists, coinciding with a period of strained diplomatic relations between the two countries. While specific figures for this year’s Spring Festival travel are still being compiled, multiple sources confirm the trend. The Up Media reported on the shift, noting a perceived lack of patriotic incentive to spend money in Japan.
The change in travel patterns appears to be driven by a combination of factors, including diplomatic tensions and evolving consumer preferences. The Liberty Times highlighted that Chinese consumers are no longer prioritizing “patriotism” when making purchasing and travel decisions, continuing to purchase Japanese goods and travel to the country despite the political climate.
Russia has seen a particularly significant increase in Chinese visitors, with numbers reportedly doubling for the Spring Festival period, according to The Liberty Times. Australia, Thailand, and South Korea are similarly benefiting from the redirection of Chinese tourism. This trend is further underscored by reports from Yahoo News Japan and Reuters, which both identify these four nations as key destinations for Chinese tourists this year.
The evolving preferences of Chinese tourists come amid a broader context of diplomatic friction between China and Japan. The Up Media report suggests that restrictions, or perceived restrictions, imposed by the Chinese government on travel to Japan may also be contributing to the shift. However, official statements regarding such restrictions remain unavailable.
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As of February 13, 2026, neither the Chinese nor Japanese governments have issued statements addressing the impact of diplomatic relations on tourism numbers. No immediate steps to address the shift in travel patterns have been publicly announced.