Impact of China’s Travel Advisory on Chinese Tourists in Tokyo

Post by : Raina Nasser

Tokyo, Japan – In the aftermath of a travel advisory issued by Beijing due to diplomatic tensions with Japan, Tokyo has witnessed a dip in Chinese visitors. Despite this decline, many local businesses report that their overall sales remain stable.

Shiina Ito, the manager of a jewelry store in the historic Asakusa area, remarked that Chinese tourists typically represent nearly half of her clientele. “With fewer Chinese shoppers around, Japanese customers find it easier to visit, so we haven’t really seen a notable drop in sales,” she noted.

The tensions escalated following remarks by Japanese Prime Minister Sanae Takaichi regarding Taiwan, prompting China to issue a travel warning. Nevertheless, optimism prevails among many Tokyo businesses.

In Ginza, a premium shopping hub, Yuki Yamamoto, who runs a popular udon noodle restaurant, mentioned that he hasn’t experienced significant changes in customer numbers. “A decrease in customers would be disheartening, but our regular Japanese visitors keep coming, so we’re not particularly worried,” he said.

China continues to rank as the largest source of foreign tourists to Japan, with about 7.5 million arriving in the first three quarters of 2025—constituting roughly 25% of all foreign visitors. These tourists are known for their high spending on shopping, dining, and entertainment.

However, impacts vary across sectors. Wu Weiguo, a travel agency manager in Shanghai, observed that most cancellations pertain to group tours, accounting for only about 12% of Chinese visitors to Japan. “The majority travel independently, and their desire to visit Tokyo remains,” he mentioned.

Conversely, hotels heavily reliant on Chinese clientele are experiencing more significant repercussions. Keiko Takeuchi, who oversees the Gamagori Hotel in central Japan, indicated that 50-60% of her bookings come from Chinese guests, many of whom have canceled their reservations. “I hope conditions improve soon, but it appears it may take a while,” she lamented.

Japanese authorities are trying to maintain a composed stance. Transport Minister Yasushi Kaneko suggested that the situation is manageable, citing an uptick in travelers from other nations. Meanwhile, Kimi Onoda, Japan’s economic security minister, raised concerns about over-dependence on one nation for tourism and trade, labeling China’s conduct as “economic coercion.”

Despite present challenges, analysts are optimistic that Chinese tourists will persevere in visiting Japan in the future due to the allure of superior services, diverse shopping opportunities, and competitive pricing.