Published on
September 21, 2025
China-Japan tourism is booming in 2025, with 6.7 million Chinese visitors in the first eight months of the year. Compared to the 4.6 million visits during the same time period in 2024, this represents a notable increase. A weaker yen, which has made Japan more accessible to Chinese tourists, has been largely blamed for the increase in numbers. Japan’s tourism scene is changing as a result of the rise in tourists, especially those with more money. The increase in Chinese visitors has made a significant contribution to Japan’s overall tourism recovery, according to the Japan National Tourism Organization (JNTO).
The Impact of the Weak Yen
The weak yen, which has depreciated significantly against the Chinese yuan, has been a major driver behind the surge in Chinese tourism. Over the last five years, the yen has fallen by more than 25% against the yuan, increasing the purchasing power of Chinese tourists. From 14.43 yen to 1 yuan in September 2020, the exchange rate had fallen to around 20.71 yen to the yuan by September 2025. This shift means that luxury goods, which are a significant draw for wealthy Chinese tourists, are now 20% to 30% cheaper than in China. The lower cost of living in Japan, along with more affordable high-end brands and cultural experiences, has encouraged Chinese visitors to spend more, particularly on luxury shopping and premium wellness experiences.
Shifting Spending Habits of Chinese Tourists
While Japanese luxury goods are certainly a major attraction, Chinese tourists in 2025 are increasingly diversifying their spending habits. The focus of these tourists has gradually shifted from mere luxury shopping to more discreet prestige items, such as wellness experiences, sustainable travel, and culturally rich stays. High-end wellness resorts, organic treatments, and ryokan guest houses with traditional Japanese architecture are seeing an increase in demand, particularly among wealthier Chinese travellers. This is indicative of a broader trend among affluent Chinese tourists who are seeking more meaningful experiences rather than just purchasing luxury items.
According to travel industry experts, wellness tourism has become a core attraction for this demographic. Some of the most popular destinations for Chinese tourists in Japan include Kyoto, famous for its cultural heritage and wellness-focused hotels, and Hokkaido, known for skiing resorts. In Kyoto, luxury wellness resorts such as the Six Senses Kyoto are attracting Chinese visitors in large numbers. The resort’s focus on sustainability, wellness, and organic treatments aligns with the growing interest among Chinese tourists in health-conscious travel.
Expanding Beyond Major Cities
While traditionally, tourists have flocked to the bustling cities of Tokyo and Osaka, a shift in preferences has been observed. Chinese tourists, particularly those with higher spending power, are looking to explore regions outside of the urban centres. Smaller towns and more off-the-beaten-path destinations are now emerging as key attractions. Cities like Kamakura, Nara, and Hakone are being added to itineraries, as Chinese tourists look for authentic cultural experiences and scenic landscapes in addition to their shopping and luxury pursuits.
The Japanese government has actively been promoting these smaller towns to encourage balanced tourism. Local tourism boards are collaborating with international travel agencies to offer special packages that highlight traditional ryokan experiences, local cultural festivals, and rural adventures. These lesser-known destinations are benefiting from the increased influx of tourists, which is spreading tourism revenue across the country rather than being concentrated solely in major cities.
Wellness Tourism Takes the Lead
In addition to shopping, wellness tourism is rising in popularity. Chinese tourists are seeking resorts that offer more than just typical sightseeing. Resorts like the Six Senses Kyoto provide organic mattresses, sleep-boosting menus, and aquatic bodywork treatment pools. Prices at these wellness resorts can be steep, with a night at the Six Senses Kyoto ranging from HK$6,400 to HK$8,500 (approximately US$825 to US$1,090), but Chinese tourists are increasingly willing to pay for such exclusive experiences. These resorts focus on a holistic approach to well-being, offering Chinese visitors a serene environment that blends luxury with sustainability.
Other wellness-focused experiences include traditional onsen (hot spring) visits, meditation retreats, and zen garden tours, all of which cater to the demand for mindful, enriching experiences. As these offerings become more widely available, Chinese tourists are expected to continue to favour Japan for its blend of culture and wellness.
Chinese Tourists and the Luxury Market
The luxury market in Japan is thriving due to the increase in Chinese visitors. With the yen’s depreciation, high-end branded goods are now accessible at a lower cost, prompting more Chinese tourists to engage in luxury shopping sprees. In fact, Chinese tourists account for a significant percentage of the spending at Japan’s major luxury department stores and shopping malls. The average luxury transaction by Chinese credit card holders in Japan reached approximately US$3,800 in July 2025, up from US$3,600 the month before.
The shopping experience in Japan is tailored to cater to these high-end shoppers, with Chinese-speaking staff, dedicated luxury sections, and personalised shopping services becoming standard in top-tier stores. This focus on premium services ensures that Chinese visitors are not only attracted to Japan’s luxury goods but also to its exceptional customer service, making their shopping experience more seamless and enjoyable.
The Future of Chinese Tourism to Japan
It is anticipated that the sharp rise in Chinese travel to Japan will last for a very long time; by the end of 2025, some estimates indicate that the number of tourists may surpass all previous records. Chinese tourists, especially those looking for upscale shopping and wellness experiences, are likely to continue to be drawn to the country by the yen’s continuous depreciation. By further expanding services catered to the needs of affluent tourists, the tourism industry is getting ready for this sustained growth. This includes local experiences tailored to Chinese tourists’ expectations, wellness-focused packages, and multilingual staff.
The significance of preserving sustainability in the face of rising demand is also being emphasised by Japan’s tourism sector. In order to make sure that the surge of tourists boosts local economies without overtaxing infrastructure, the government is concentrating on sustainable tourism practices as more Chinese travellers travel outside of Tokyo and Osaka to explore smaller towns. By providing closer ties to regional cuisine, customs, and cultural experiences, the Japanese government is also stepping up its efforts to promote Japan’s cultural heritage.
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