Japan Firms Ignore Concerns About Chinese Tourists

Shiina Ito has noticed a decrease in Chinese customers at her Tokyo jewelry store since Beijing issued a travel advisory following a diploma...

Shiina Ito has noticed a decrease in Chinese customers at her Tokyo jewelry store since Beijing issued a travel advisory following a diplomatic conflict, although she stated she is not worried.

A deterioration in Beijing-Tokyo relations this month, after comments by Japanese Prime Minister Sanae Takaichi regarding Taiwan, has raised worries about the effect on upscale shops, noodle restaurants, and hotels where tourists spend their money.

However, companies in Tokyo largely ignored any concerns.

"Because there are fewer Chinese customers, it has become somewhat easier for Japanese shoppers to come, so our sales haven't really decreased," said shop manager Ito to AFP.

Chinese customers typically account for half of the visitors at her shop in the capital's historic Asakusa area, where groups of tourists walk along streets filled with shops.

Numerous tourism and retail companies in Japan depend significantly on visitors from China, who tend to spend more on average compared to other international travelers, covering expenses ranging from sushi to skincare products.

Certain hotels, fashion boutiques, and even drugstores employ staff who can speak Mandarin, while large shopping centers frequently display signs in Chinese.

In the high-end Ginza area of Tokyo, Yuki Yamamoto, who manages an Instagram popular udon noodle restaurant, mentioned he hasn't observed any immediate effect on sales since China advised its citizens to steer clear of Japan.

"I don't believe there has been any abrupt, significant shift," he stated, even though he estimates that on an average day, about half of the hungry customers waiting outside his entrance are Chinese.

Of course, a drop in customers would be disappointing for the store. However, Japanese customers continue to visit frequently, so we aren't overly worried.

China is the leading origin of tourists visiting the archipelago, with nearly 7.5 million visitors during the first nine months of 2025 — accounting for a quarter of all international travelers, as reported by official Japanese statistics.

Drawn in by a weak Japanese yen, they spent approximately $3.7 billion during the third quarter.

Last year, Chinese travelers spent 22 percent more on average compared to other tourists, as reported by the Japan National Tourism Organization.

Nevertheless, a historic high of 36.8 million visitors from around the world last year has also raised concerns about overtourism impacting the everyday lives of many people in Japan.

'Economic coercion'

On November 7, Takaichi suggested that Tokyo might take military action in response to any attack on Taiwan, an island that governs itself but is claimed by China as part of its territory.

Beijing later recommended that Chinese citizens refrain from traveling to Japan, causing retail and tourism stocks to drop sharply afterward. Many have still not bounced back.

In reply, Kimi Onoda, Japan's assertive minister of economic security, cautioned about the risks of "depending excessively on a nation that employs economic pressure whenever it is dissatisfied."

"That presents dangers not only for supply chains but also for tourism," she stated.

Wu Weiguo, who manages a travel agency in Shanghai, stated that "the most significant effect has been on group tours," with 90 percent of his customers asking for refunds on their scheduled Japan trips.

However, the national tourism board reported that approximately 12 percent of Chinese tourists visited the archipelago as part of organized tours last year, a decrease from nearly 43 percent in 2015.

Transport Minister Yasushi Kaneko stated that the matter was not "something to become overly concerned about," mentioning a rise in visitors from different nations.

'Take time'

However, hotels in Japan that rely significantly on Chinese visitors are experiencing the impact.

Reservations from travel agencies in China are being canceled continuously," said Keiko Takeuchi, who manages the Gamagori Hotel in central Japan. "Approximately 50 to 60 percent of our guests are Chinese citizens.

"I hope the circumstances settle down soon, but it looks like it will require some time," she worried.

Beijing has shown its anger toward Takaichi, recalling Tokyo's ambassador and, as reported by Chinese state media, delaying the release of at least two Japanese films.

However, travel agency manager Wu stated that the disagreement would not prevent tourists from envisioning Tokyo as a vacation destination.

"They think the service is of good quality and the shopping is affordably priced," he stated.

Individuals from China are expected to maintain their interest in traveling to Japan.