Chinese tourism to Japan plunges 50% over Lunar New Year as Thailand cashes in

Thailand led the list of destinations for Chinese tourists travelling overseas during this year’s extended Lunar New Year holiday, as former favourite Japan saw arrivals plummet amid a political dispute with China over Taiwan.The Southeast Asian nation saw roughly 250,000 arrivals from China during the holiday, which ran from February 15 to 23, according to the travel marketing and technology firm China Trading Desk.This year’s Lunar New Year holiday was expected to be a key period for global travel operators. China has one of the largest outbound travel markets in the world – worth an estimated US$140 billion in 2024, according to HSBC – and the public holiday ran for an unusually long nine days in 2026.Chinese tourism to Thailand had dipped last year amid safety fears over Southeast Asia’s scam centres, leading the tourism authority in Bangkok to step up promotions in an attempt to lure back travellers.Those efforts appeared to pay off. The number of Chinese travellers visiting Thailand rose by 60,000 compared with last year’s holiday, according to China Trading Desk, helping Bangkok beat its forecast of 241,000 arrivals from China between February 13 and 22.Thailand became one of the first countries eligible to receive Chinese tour groups more than two decades ago, and it has remained a popular destination ever since due to its beaches, low prices and proximity to China.“Thailand has always been a favourite for Chinese, but it had taken a hit because of safety issues,” said China Trading Desk CEO Subramania Bhatt.