japanese tourist in china

• Application
• Requirements

Japan Online Visa for Citizens of China

Japan is a popular destination for both tourists and business travelers alike . In order to travel to Japan, Chinese citizens are required to apply for a Japan visa at an embassy or consulate .

The most common visa for Chinese nationals is the temporary visitor visa which grants permission to stay in Japan for either 15 or 30 days. With the Japan tourist visa , visitors can take part in tourism, visits with family and friends, or short-term business.

The New Electronic Visa for Japan for Chinese Tourists

Starting in April 2020, Chinese tourists will be able to apply for the new Japanese eVisa for single entry trips to Japan from China .

The application for the Japan eVisa for Chinese citizens requires a valid Chinese passport and other supporting documents. The eVisa will allow the traveler to apply online while the applicant is still in China. Since the process can be done entirely online, applicants will no longer have to visit the Japanese Embassy to obtain a Japan visa.

The embassy said it expects to officially open online applications for single visas to Chinese tourists after June this year. More info here .

Japan tourist eVisa requirements from China

The applicant will need to submit personal details which appear in their passport . The application then asks for trip details, including the purpose of travel, dates of travel, port of entry and the airline or ship that the applicant is traveling with. Finally, the traveler must provide details of where they will be staying for the duration of their trip to Japan.

As a legal requirement , the applicant will have to report any past criminal activity or immigration violations.

Japan Online Visa Requirements from China

It is important to review the list of visa requirements for the Japan tourist visa from China visa application. The Japanese visa requirements from China are:

• A valid Chinese passport , signed, with 2 blank visa pages
• The completed visa application form
• A recent passport-sized photo with a white background, which should be pasted on the application form
• Proof of sufficient funds for the trip
• A list of travel plans while in Japan including dates, locations, contact person, and accommodation

If traveling to Japan on business or to visit friends and family , the application should include a formal letter from the person in Japan who invited the applicant.

Applying for a Japan e-Visa from China

Before the eVisa process is available , applicants must work with an approved travel agency. The application form is available online as well as in person at the Embassy in Beijing, or at many travel agencies.

Once the eVisa becomes available , individuals will be able to easily and quickly submit their Japanese travel visa online application form themselves.

Other Types of Japan Visas for Chinese Passport Holders

There are multiple different types of Japan visas for Chinese citizens . The applicant is responsible for applying for the correct visa based on their personal situation.

Short-term Japan visas for Chinese nationals

• Group Tourist Visa - this Japan tourist visa for people from China is meant for group tours. One of many approved Chinese travel agencies will handle the application process. This Japan visa allows a stay of up to 15 days and requires the traveler to remain with the group while in Japan.
• Business Visa - to qualify, travelers must hold a managerial role at a corporation which falls under certain criteria.
• Transit Visa - Chinese passport holders will need to apply for a Transit Visa even if Japan is just a stopover on their way to another destination.

Long-term visas for Chinese nationals

In special cases, the Japanese government may grant a long-term visa for Chinese citizens:

• The Working Visa and Highly Skilled Professional Visa are granted to individuals who have a job offer in Japan or someone who can submit a certificate of eligibility on their behalf.
• The General Visa is meant for individuals who will be engaging in cultural activities. The applicant must have a certificate of eligibility issued by a regional immigration authority.
• A Specified Visa is granted to the Chinese spouses and children of Japanese nationals: Chinese nationals must provide documentation of the Chinese Family. Register and a Temporary Residence Permit or Residence Certificate.
• Diplomatic and Official Visas are intended for individuals who are in Japan for diplomatic missions.

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• 16-Day Japan and China Discovery Tour

Discover world-famous landmarks such as the Great Wall of China and historical cities such as Xi'an and Kyoto, and witness the vibrant cultures of East Asia, as you experience the best of Japan and China on a 16-day leisurely tour (easily adapted to be a 2-week or 3-week tour). It covers iconic cities like Tokyo, Hakone, Kyoto, Nara, Beijing, Xi'an, and Shanghai. With our carefully-designed itinerary and expert guides, this adventure tour is sure to create unforgettable memories and a comprehensive view of the Far East. Come with us and have the journey of a lifetime!

• Best For: First-timers, families, food enthusiasts, lovers of Asian culture
• Departure date: up to you
• Sample Price: from US$ 6,699 each (2 per room); 4-6 persons, save US$ 400 each!

This is an ideal tour for first-time visitors and families to both Japan and China. Sign up for your favorite part of the tour or simply treat the whole tour as inspiration, designing each element specially for you.

Discover real reviews of Highlights Travel Family 's best-rated service across trusted platforms.

Enter into the history of China and Japan by visiting UNESCO sites and discovering their hidden corners.

Taste the exotic savory flavors of east asia., make your own terracotta warriors after finding out the secrets of the terracotta army., delight in the captivating panorama of tokyo city from the heights of the renowned sky tree tower ., experience the breathtaking scenery of hakone from multiple perspectives., listen to the echoes of history while cycling or walking on the ancient xi'an city wall ., dress in a traditional kimono to truly experience the authentic allure of kyoto., take a leisurely stroll through nara park and interact with over 1,200 tame deer., indulge in ultimate relaxation and serenity at a traditional japanese ryokan (inn) with an onsen (hot spring bath) in hakone., hear untold tales of the bund and ascend shanghai tower for panoramic views., have your own guide and private vehicle during the guided day., journey route, itinerary in detail.

We're ready to refine and design your own dream journey based on your preferences! Our team will create a tailor-made Japan and China tour, just for you. The following is to give you an inspirational example of what is the core of Japan and China touring.

Welcome to Japan, a country that uniquely blends ancient traditions with cutting-edge technology. From the bustling streets of Tokyo and tranquil gardens of Kyoto, to flourishing Osaka and the breathtaking cherry blossom season, Japan offers something to delight every traveler.

Savor traditional sushi , ramen , wagyu beef, and hot springs ( onsen ) for a relaxing and rejuvenating experience. With expert guides and a tailored itinerary, your Japan tour would be an unforgettable journey.

After your arrival at the airport, your private driver will welcome you with a name board and transfer you to your hotel. You'll have the rest of the day to relax and explore at your own pace.

Experience an unforgettable day exploring Tokyo with your own private guide:

• Begin your adventure with a visit to Meiji Shrine , where you can witness traditional Japanese weddings and pay your respects to Emperor Meiji.
• Take a stroll along picturesque Omotesando shopping street, famous for its broad tree-lined avenue and flagship stores of the world's top fashion brands.
• Visit iconic Senso-ji temple in Asakusa, one of Tokyo's oldest and most famous Buddhist temples. Take in the striking architecture and immerse yourself in the vibrant atmosphere of this cultural hub.
• Riding the elevator up the magnificent Tokyo Skytree offers you a chance to marvel at the city's awe-inspiring panorama from its high-altitude observation decks.
• Finally, lose yourself in the energetic streets of Shibuya , home to the famous Shibuya Crossing and an abundance of shopping and entertainment options.

Embark on a memorable journey through Tokyo's most iconic attractions:

• Begin by immersing yourself in the vibrant atmosphere of the Tsukiji Fish Market , renowned for its vast array of seafood and bustling market life.
• Elevate your culinary skills with an authentic sushi-making experience , led by a local sushi chef. Savor the exquisite flavors of your handcrafted sushi during a delightful lunch, while basking in the satisfaction of your newfound talent.
• Unwind and appreciate the tranquil beauty of Hama-rikyu Gardens , one of Tokyo's most stunning traditional Japanese gardens.
• Immerse yourself in the pulse of Japan's dynamic pop culture at an anime-themed cafe ! A delightful escapade into a colorful, animated universe brimming with vibrancy and excitement!
• Embark on an effortless journey to Hakone Yumoto station from Shinjuku station using your Hakone Freepass and Romancecar ticket. Enjoy a relaxing 90-minute direct journey to your destination.
• With the hassle of transportation taken care of, you have the rest of the day to unwind and explore at your own pace. Soak in the beauty of the surrounding nature or indulge in the area's famous hot springs for an ultimate relaxation experience.

Unleash the full potential of your Hakone Freepass and explore all that Hakone has to offer! Enjoy the freedom to get on and off various regional transport at your leisure, with the added benefit of discounted admission to multiple attractions in the region.

• The Hakone pass covers eight different forms of transportation, including trains, buses, cable cars, cableway, and sightseeing cruise, making it easy to see all the major sights of the region.

Alternatively, relax at your hotel and soak in the rejuvenating hot spring bath after a day of travel. Take advantage of the luxurious amenities and soak up the stunning scenery around you.

In the morning, make your way to Odawara station using your Hakone Freepass and use the train ticket to board the Shinkansen to Kyoto.

• On arrival at Kyoto station, make your own way to your hotel using your Shinkansen ticket.
• The rest of the day is free time.

On the seventh day, we would explore the former imperial capital of Kyoto with a knowledgeable local guide and have your own private vehicle to visit some of its World Heritage Sites:

• The day begins with a visit to Kinkakuji Temple , also known as the Golden Pavilion. Originally built as a retirement villa for a shogun, this iconic temple was later converted into a Buddhist temple, making it one of Kyoto's most famous and revered landmarks.
• Don't miss the chance to explore Nijo Castle , an ornamental castle built by the founder of the Edo Shogunate as his Kyoto residence. Surrounded by stunning gardens, this castle's main building was completed in 1603 and is renowned for its unique architecture, decorated sliding doors, and 'chirping' nightingale floors.
• Take a leisurely stroll down Nishiki Market , a narrow, five-block long shopping street lined with over a hundred shops and restaurants. Known as "Kyoto's Kitchen", this vibrant retail market specializes in all things related to food, including fresh seafood, knives, and cookware. There, you can indulge in seasonal delicacies and Kyoto specialties such as Japanese sweets, pickles, dried seafood, and sushi.

Choose from a wide array of traditional kimonos and let local experts style you to perfection. Seize this exceptional opportunity to navigate local terrains in genuine Japanese garb, stirring a deeply transformative travel experience.

Take a serene stroll up to the " Pure Water " Temple , Kiyomizu, for a immersive cultural plunge. Soak in panoramic Kyoto vistas from its nail-free, 13-meter-high Main Hall veranda. Even amid restorations, this quintessential Kyoto marvel stands a breathtaking sight to behold.

Journey from your hotel to the historic city of Nara, under the guidance of a local expert. Nara, a cradle of heritage, was Japan's capital in the 8th century for 74 years. The testament to this glorious era lives on in the myriad of remaining temples and shrines, quietly narrating tales of the past.

• Experience the artistry of Matcha at Kyoto's centuries-old tea house in Uji. Revel in a day interspersed with tradition, history, and exquisite green tea flavors.
• Take a leisurely stroll through Nara Park, also known as Deer Park, where you can interact with over 1,200 tame deer that call the park home.
• Your journey continues to the grandeur of Todai-ji Temple , a marvel of wood that stands as the world's largest, cradling within it Japan's most magnificent Buddha.
• Quench your thirst at a traditional sake brewery , where you can sample different types of sake and discover your favorite.
• On the way back from Nara, visit Fushimi Inari Shrine , which was featured in the movie Memoirs of a Geisha . This shrine is home to over 10,000 red torii gates that form a beautiful path up the mountain behind the temple.

Day 9 of our Japan adventure is your chance to relax or explore Osaka on your own before your private driver takes you to the airport for your flight to Beijing, the capital of China.

Upon arrival in Beijing, your local guide will meet you and transfer you to your hotel for a well-deserved rest.

Ready for Beijing? Let's begin the day trip by visiting the symbol of new China — Tian'anmen Square .

• From there, proceed to the Forbidden City , the largest and best-preserved ancient imperial palace, with a rich 500-year history. While most tour groups only visit the six halls on the central axis, your private guide will help you explore 12 carefully-selected places to fully experience the grandeur and beauty of this historic site.
• Indulge in a delicious lunch of Beijing Roast Duck , where you can watch the chef's exquisite cutting skills, savor the crispy duck skin, and learn the proper way to eat it.
• After lunch, spend a leisurely afternoon exploring the charming hutong alleyways , where you can soak up the local atmosphere and learn about the daily lives of Beijing residents.
• Start the day's touring at the Temple of Heaven , where emperors prayed for a good harvest. Arrive early to witness locals practicing martial arts and engaging in other unique activities that you may not see in your home country.
• In the afternoon, visit Mutianyu , the top-ranked section of the Great Wall on TripAdvisor due to its picturesque scenery and beautifully-restored architecture. Although it is about a 2½-hour drive from downtown Beijing, the stunning views and unforgettable experience make it well worth the journey.
• Marvel at the stunning imperial garden of the Summer Palace , originally the summer retreat of the imperial court and now a peaceful escape from the summer heat.
• Experience China's technological development as you race towards Xi'an on a high-speed train . This is a unique and exciting way to travel and witness the modern advancements of China's transportation system.
• Start your day by uncovering the mysteries of the underground army that dates back to 206 BC at the Terracotta Army Museum . Then, visit a local craftsman's cave dwelling to learn how to make a mini terracotta warrior .
• Return to the city area and visit Xi'an City Wall , which has been guarding the inner city for over 600 years. Walking along the wall provides a stunning view of the city, or you can rent a bike to cycle around the 14 km (9-mile) wall for a unique leisurely experience.
• Explore more of Xi'an's rich history at Small Wild Goose Pagoda, Xi'an Museum and Big Wild Goose Pagoda , then head to the Muslim Quarter to wander through the alleys and savor the local Muslim cuisine.
• In the afternoon, your guide will take you to the airport for your flight to Shanghai. Upon arrival, your Shanghai guide will meet you and escort you to your hotel, where you can rest and recharge for the next day's adventures.
• Experience more than just taking a few selfies on the Bund during our In-Depth Bund Culture Discovery Tour, where you will travel back in time to the golden age of the Bund in the 1920s.
• Explore some of the old Bund buildings and listen to their fascinating stories. Then, ascend the tallest building in China, Shanghai Tower , where you can enjoy a breathtaking panoramic view of Shanghai and witness the vastness of the largest city in China.

On the last day of this itinerary, your private car, driver, and guide will be awaiting you at your hotel lobby, ensuring a timely arrival at the airport.

As you sit back and relax, they will provide check-in assistance and escort you to the correct security gate. Experience stress-free travel and a delightful journey home as they cater to your every need.

Ideas for Making This Trip Uniquely Yours

Special experiences can be added to brighten a honeymoon trip, a family vacation, a birthday, or satisfy personal interests.

Hand-Picked Hotels

We have selected hotels with different styles and for different budgets. Let us know your preferences and we will help you find the right one.

Tour Price:

• The price is based on a private tour for 2 people during the low season.
• The price varies based on program, travel date, number of people.
• We could also price a tour including both 4-star and 5-star hotels for you.
• We accept payments in multiple currencies (GBP, AUD, CAD, EUR...).

Price Includes:

• Privately-driven air-conditioned vehicle with ample space (except where stated)
• English-speaking local guide for the sightseeing
• Attraction tickets and itinerary activities
• Accommodation for all nights
• Flights/trains between itinerary cities
• Hotel breakfasts and itinerary lunches/dinners
• 24/7 helpline while touring
• Governmental taxes

Price Excludes:

• International flights not mentioned in the itinerary
• Meals not mentioned in the itinerary
• Overweight luggage more than 20 kg per person
• Visa fee, if applicable
• Tips for guides and drivers
• Personal expenses

Tour code: ah-ea-1

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China reopens visa-free travel to Japanese citizens

The issuance of port visas and the 72/144-hour visa-free transit policy for Japanese citizens to China have resumed as of Sunday, the National Immigration Administration said.

NIA said in a statement as the Japanese diplomatic and consular missions in China have resumed visa operations in China, NIA will resume issuing port visas and the 72/144-hour visa-free transit policy for Japanese citizens.

NIA suspended the issuance of port visas to Japanese citizens and excluded them from the policy of 72/144-hour visa-free transit as response to discriminatory restrictions imposed on Chinese travelers on Jan 12.

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The Ministry of Foreign Affairs website uses JavaScript. Please turn on "JavaScript" and use it.

With regards to visa inquiries, you can contact “Foreign Residents Support Center (FRESC) MOFA Visa Information” or “the Japan Visa Information Hotline” listed on the website of the Embassy or Consulate General of Japan. Due to the complex nature of visa requirements, we are UNABLE to respond to visa-related inquiries made through this website at the moment. We advise you to contact the Consular Section of the Embassy or Consulate General of Japan nearest you for more information and advice.

If you are a foreign national, please click the links below for specific information related to respective subjects.

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• Be aware of fraudulent website, social media, emails in an attempt to extract payments from visa applicants (July 5, 2017)

Short-Term Stay

(A stay of up to 90 days for tourism, business, visiting friends or relatives, etc. that does not include remunerative activities)

Click on the nationality of the visa applicant traveling to Japan.

Visa exemption arrangements have been resumed from 0:00 am (JST) on October 11, 2022.

It is highly recommended to purchase international travel medical insurance for your trip to Japan. Overseas travel medical insurance helps you in case of emergency.

Work or Long-Term Stay

(A stay during which the applicant performs remunerative work in Japan or a stay of over 90 days in Japan, etc.)

• Procedures chart for long-term stays
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Newly introduced visas

• Special highly skilled professional (J-Skip)
• Designated activities (Future creation individual, Spouse or Child of future creation individual) (J-Find)
• Designated activities (Digital Nomad, Spouse or Child of Digital Nomad)

Review on restrictions on new entry of foreign nationals into Japan

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Statistics for the Number of Visas

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Relaxation of Visa Requirements

• Visa Waiver Measure for Nationals of the Federative Republic of Brazil in Possession of Ordinary Passports(September 30, 2023)
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Japan opens up to Chinese tourists, but can it handle the rush?

80% of hotels short-staffed as country sees 84 times as many overseas visitors

TOKYO -- Japanese tourism is back in full swing after the government eased COVID-19 entry restrictions for Chinese travelers, though a wave of new arrivals is adding pressure to an industry already grappling with a widespread labor shortage.

Japan scrapped a blanket testing requirement on travelers from China at 12:01 a.m. on Wednesday, a restriction that had been imposed since Dec. 30 in response to a surge in coronavirus cases there. It is now testing a random selection of up to 20% of passengers on flights from China.

Foreign visitors to Japan at 1.5m in January

Japan hotel room prices soar on inbound travel recovery, want to be lord of a japanese castle you can for $8,400 a night, southern japan aims to lure foreign cyclists through bike race, japan targets $1,500 for spending by foreign visitors, japan to lure hotel operators to open luxury inns in national parks, tokyo disney operator expects eightfold profit jump as fans return, china's rebound will not be universal cure for growth malaise, latest on travel & leisure, hyatt hotels to launch japanese-style ryokan with hot springs, japan's growing tourism finds new destination in regions, suburbs, japan travel agencies slump as weak yen hits overseas tourism, sponsored content, about sponsored content this content was commissioned by nikkei's global business bureau..

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The Asahi Shimbun

China lifts ban on group tours to Japan in time for summer travel

THE ASAHI SHIMBUN

August 10, 2023 at 12:08 JST

China lifted its ban on group tours to Japan on Aug. 10 after a suspension of more than three years due to the novel coronavirus pandemic.

The decision announced by China's Ministry of Culture and Tourism also covered the United States, South Korea and many European countries.

The lifting is expected to be a boon to Japan’s tourism industry as China topped both in tourist numbers and visitor spending before the pandemic.

Chinese group tours to Japan have been on hold since January 2020. Only a limited number of solo travelers have visited the country since the spread of COVID-19.

In 2019, 9.59 million Chinese tourists visited Japan, accounting for 30 percent of foreign travelers.

Tourists from China spent 1.77 trillion yen ($12.30 billion), 36.8 percent of the total spending by inbound travelers.

The per-capita spending on shopping surpassed 100,000 yen, making China the only country to exceed that lucrative threshold for retail establishments.

Japan eased border restrictions on incoming travelers in October, but Chinese tourists have been slow to return compared with other countries.

The Chinese government has continued to freeze procedures for Japan-bound group tours.

China, which substantially relaxed its zero-COVID policy in December, lifted its ban on group tours to 60 countries in two batches, but Japan has not been included.

Japan and other countries were included in the third group announced on Aug. 10. 

In June, the number of Chinese tourists to Japan was about 20 percent of pre-COVID levels, although the overall entry of foreign travelers recovered to about 70 percent.

This year, flights from China increased to Tokyo and Osaka, among other major cities, and airlines are moving to reopen direct services to rural destinations.

(This article was written by Go Takahashi, Anri Takahashi and Kazuki Uechi.)

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Outlook for China tourism 2023: Light at the end of the tunnel

China is now removing travel restrictions rapidly, both domestically and internationally. While the sudden opening may lead to uncertainty and hesitancy to travel in the short term, Chinese tourists still express a strong desire to travel. And the recent removal of quarantine requirements in January 2023 could usher in a renewed demand for trips abroad.

Domestically, there are already signs of strong travel recovery. The recent Chinese New Year holidays saw 308 million domestic trips, generating almost RMB 376 billion in tourism revenue. 1 China’s Ministry of Culture and Tourism. This upswing indicates that domestic travel volume has recovered to 90 percent of 2019 figures, and spending has bounced back to around 70 percent of pre-pandemic levels. 2 McKinsey analysis based on China’s Ministry of Culture and Tourism data.

This article paints a picture of Chinese travelers and their evolving spending behaviors and preferences—and suggests measures that tourism service providers and destinations could take to prepare for their imminent return. The analyses draw on the findings of McKinsey’s latest Survey of Chinese Tourist Attitudes, and compare the results across six waves of surveys conducted between April 2020 and November 2022, along with consumer sentiment research and recent travel data.

From pandemic to endemic

By January 8, 2023, cross-city travel restrictions, border closures, and quarantine requirements on international arrivals to China had been lifted. 3 “Graphics: China’s 20 new measures for optimizing COVID-19 response,” CGTN, November 15, 2022; “COVID-19 response further optimized with 10 new measures,” China Services Info, December 8, 2022; “China reopens borders in final farewell to zero-COVID,” Reuters, January 8, 2023. This rapid removal of domestic travel restrictions, and an increase in COVID-19 infection rates, likely knocked travel confidence for cross-city and within-city trips. Right after the first easing of measures, in-city transport saw a marked drop as people stayed home—either because they were ill, or to avoid exposure. Subway traffic in ten major cities in mainland China fell and then spiked during Chinese New Year in February. Hotel room bookings also peaked at this time.

Domestic airline seat capacity experienced a minor rebound as each set of restrictions was lifted—suggesting a rise in demand as airlines scheduled more flights. Domestic capacity fluctuated, possibly due to the accelerated COVID-19 infection rate and a temporary labor shortage. International seat capacity, however, continued to climb (Exhibit 1).

By Chinese new year, China was past its infection peak—and domestic tourism recovered strongly. For instance, Hainan drew 6.4 million visitors over Chinese New Year (up from 5.8 million in 2019) and visits to Shanghai reached 10 million (roughly double 2019 holiday figures). 4 China’s Ministry of Culture and Tourism. Overall, revenue per available room (RevPAR) during this period recovered and surpassed pre-pandemic levels, at 120 percent of 2019 figures. 5 STR data. Outbound trips are still limited, but given the pent-up demand for international travel (and the upswing in domestic tourism) the tourism industry may need to prepare to welcome back Chinese tourists.

Tourism players should be ready for this; the time to act is now.

A demand boom is around the corner—Chinese tourists are returning soon

Before the pandemic, Chinese tourists were eager travelers. Mainland China had the largest outbound travel market in the world, both in number of trips and total spend. 6 World Tourism Organization (UNWTO) Tourism dashboard, Outbound tourism ranking. In 2019, Mainland Chinese tourists took 155 million outbound trips, totaling $255 billion in travel spending. 7 China’s Ministry of Culture and Tourism. These figures indicate total outbound trips, including to Hong Kong and Macau. China is also an important source market for some major destinations. For instance, Chinese travelers made up 28 percent of inbound tourism in Thailand, 30 percent in Japan, and 16 percent of non-EU visitors to Germany. 8 United Nations World Tourism Organization (UNWTO) database.

Leisure travel was the biggest driver of China’s outbound travel, representing 65 percent of travelers in 2019. In the same year, 29 percent of travelers ventured out for business, and 6 percent journeyed to visit friends and relatives. 9 Euromonitor International database.

Our most recent Survey of Chinese Tourist Attitudes, conducted in November 2022, shows that Chinese tourists have retained their keen desire to explore international destinations. About 40 percent of respondents reported that they expect to undertake outbound travel for their next leisure trip.

Where do these travelers want to go?

The results also indicate that the top three overseas travel destinations (beyond Hong Kong and Macau) are Australia/New Zealand, Southeast Asia, and Japan. Overall, respondents show less interest in travel to Europe than in previous years, down from 7 percent to 4 percent compared to wave 5 respondents. Desire to embark on long-haul international trips to Australia/New Zealand increased from 5 percent to 7 percent, and North American trips from 3 percent to 4 percent since the last survey. The wealthier segment (monthly household income over RMB 38,000) still shows a high interest in EU destinations (13 percent).

There are stumbling blocks on the road to recovery

While travel sentiment is strong, other factors may deter travelers from taking to the skies: fear of COVID-19; the need for COVID-19 testing which can be expensive; ticket prices; risk appetite of destination countries; and getting a passport or visa.

Chinese travelers may favor domestic trips, even if all outbound travel restrictions are removed, until they feel it is safe to travel internationally. A COVID-19-safe environment in destination countries will likely boost travelers’ confidence and encourage them to book trips again. 10 “Long-haul travel barometer,” European Travel Commission, February 1, 2023.

Travel recovery is also dependent on airline capacity. Some international airlines might be slow to restore capacity as fleets were retired during COVID-19 and airlines face a shortage of crew, particularly pilots. Considering that at the time of writing, in April 2023, international airline seat capacity has only recovered to around 37 percent of pre-pandemic levels, travelers are likely to face elevated ticket prices in the coming months. For instance, ticket prices for travel in the upcoming holidays to popular overseas destinations such as Japan and Thailand are double what they were in 2019. 11 Based on Ctrip prices. Price-sensitive travelers might wait for ticket prices to level out before booking their overseas trips.

Chinese airlines, however, appear more ready to resume full service than their international counterparts —fewer pilots left the industry and aircraft are available. Chinese carriers’ widebody fleets are mostly in service or ready to be redeployed (Exhibit 2).

Moving forward, safety measures in destination countries will affect travel recovery. Most countries have dropped testing requirements on arrivals from mainland China, and Chinese outbound group travel has resumed but is still limited to selected countries.

Many Chinese travelers—maybe 20 percent—have had passports expire during the COVID-19 period, and China has not been renewing these passports. Renewals are now possible, but the backlog will slow travel’s rebound by a few months. 12 Steve Saxon, “ What to expect from China’s travel rebound ,” McKinsey, January 25, 2023. Furthermore, travel visas for destination countries can take some time to be processed and issued.

Taken together, these factors suggest that the returning wave of Chinese travelers may only gather momentum by the Summer of 2023 and that China’s travel recovery will likely lag Hong Kong’s by a few months.

Overall, China is opening up to travel, both inbound and outbound—all types of visas are being issued to foreign visitors, and locals are getting ready to travel abroad. 13 “China to resume issuing all types of visas for foreigners,” China Briefing, March 14, 2023.

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The returning chinese traveler is evolving.

Although Chinese travelers did not have opportunities to travel internationally over the past three years, they continued to travel domestically and explore new offerings. Annual domestic trips remained at around 50 percent of pre-pandemic levels, amounting to 8.7 billion domestic trips over the past three years. 14 China’s Ministry of Culture and Tourism. During this time, the domestic market matured, and travelers became more sophisticated as they tried new leisure experiences such as beach resorts, skiing trips, and “staycations” in home cities. Chinese travelers became more experienced as thanks to periods of low COVID-19 infection rates domestically they explored China’s vast geography and diverse experiences on offer.

Consequently, the post-COVID-19 Chinese traveler is even more digitally savvy, has high expectations, and seeks novel experiences. These are some of the characteristics of a typical traveler:

• Experience-oriented: Wave 6 of the survey shows that the rebound tourist is planning their trip around experiences. Outdoor and scenic trips remain the most popular travel theme. In survey waves 1 to 3, sightseeing and “foodie” experiences were high on the list of preferences while traveling. From waves 4 to 6, culture and history, beaches and resorts, and health and wellness gained more attention—solidifying the trend for experience-driven travel. Additionally, possibly due to the hype of the Winter Olympics, skiing and snowboarding have become popular activities.
• Hyper-digitized: While digitization is a global trend, Chinese consumers are some of the most digitally savvy in the world; mobile technologies and social media are at the core of daily life. COVID-19 drove people to spend more time online—now short-form videos and livestreaming have become the top online entertainment options in China. In the first half of 2022, Chinese consumers spent 30 percent of their mobile internet time engaging with short videos. 15 “In the first half of the year, the number of mobile netizens increased, and short videos accounted for nearly 30% of the total time spent online,” Chinadaily.com, 27 July 2022.
• Exploration enthusiasts: Chinese travelers are also keen to explore the world and embark on novel experiences in unfamiliar destinations. Survey respondents were looking forward to visiting new attractions, even when travel policies limited their travel radius. Instead of revisiting destinations, 45 percent of respondents picked short trips to new sites as their number one choice, followed by long trips to new sites as their second choice.

Consumers are optimistic, and travel spending remains resilient

McKinsey’s 2022 research on Chinese consumer sentiment shows that although economic optimism is seeing a global decline, 49 percent of Chinese respondents reported that they are optimistic about their country’s economic recovery. Optimism had dropped by 6 percentage points since an earlier iteration of the survey, but Chinese consumers continue to be more optimistic than other surveyed countries, apart from India (80 percent optimistic) and Indonesia (73 percent optimistic) (Exhibit 3). 16 “ Survey: Chinese consumer sentiment during the coronavirus crisis ,” McKinsey, October 13, 2022.

Chinese consumers are still keen to spend on travel, and travel spending is expected to be resilient. Wave 6 of the tourist attitude survey saw 87 percent of respondents claiming that they will spend more or maintain their level of travel spending. Moreover, when consumers were asked “which categories do you intend to splurge/treat yourself to,” travel ranked second, with 29 percent of respondents preferring travel over other categories. 17 “ Survey: Chinese consumer sentiment during the coronavirus crisis ,” McKinsey, October 13, 2022.

Against this context of consumer optimism, the wave 6 tourist attitude survey results shed light on how travelers plan to spend, and which segments are likely to spend more than others:

• The wealthier segment and older age groups (age 45-65) show the most resilience in terms of travel spend. Around 45 to 50 percent of travelers in these two groups will spend more on their next leisure trip.
• The wealthier segment has shown the most interest in beach and resort trips (48 percent). Instead of celebrating Chinese New Year at home with family, 30 percent of Chinese travelers in the senior age group (age 55-65) expect to take their next leisure trip during this holiday—10 percent more than the total average. And the top three trip preferences for senior travelers are culture, sightseeing, and health-themed trips.
• When it comes to where travelers plan to spend their money on their next trip, entertainment activities, food, and shopping are the most popular categories. These are also the most flexible and variable spending categories, and there are opportunities to up-sell—attractions, food and beverage, and retail players are well positioned to create unique and unexpected offerings to stimulate spending in this area (Exhibit 4).

Independent accommodation is gaining popularity

Overall, Chinese consumers have high expectations for products and services. McKinsey’s 2023 consumer report found that local brands are on the rise and consumers are choosing local products for their quality, not just for their cheaper prices. Chinese consumers are becoming savvier, and tap into online resources and social media to educate themselves about the specific details and features of product offerings. 18 Daniel Zipser, Daniel Hui, Jia Zhou, and Cherie Zhang, 2023 McKinsey China Consumer Report , McKinsey, December 2022.

Furthermore, 49 percent of Chinese consumers believe that domestic brands are of “better quality” than foreign brands—only 23 percent believe the converse is true. Functionality extended its lead as the most important criterion influencing Chinese consumers, indicating that consumers are focusing more on the functional aspects of products, and less on emotional factors. Branding thus has less influence on purchasing decisions. 19 Daniel Zipser, Daniel Hui, Jia Zhou, and Cherie Zhang, 2023 McKinsey China Consumer Report , McKinsey, December 2022.

These broader consumer sentiments are echoed in the travel sector. Chinese travelers pay attention to cost, but do not simply seek out the lowest prices. While 17 percent of wave 6 respondents are concerned about low prices, 33 percent are on the hunt for value-for-money offerings, and 30 percent prefer good discounts and worthwhile deals.

And consumer sentiment regarding local brands holds true for travel preferences. Independent travel accommodation continues to be the preferred choice for most respondents, increasing in share against international chain brand hotels (Exhibit 5). Almost 60 percent of respondents prefer independent accommodation such as boutique hotels, B&Bs, and Airbnb—an 8 percentage-point increase since 2020.

Local chain brand hotels remain stable, the favored accommodation for 20 percent of respondents. These hotels are seen as a more standardized option, and as most are located in urban areas, they target the budget traveler segment.

Opting for independent accommodation is not considered a trade down; Chinese travelers expect a high level of service. In particular, respondents in the wealthier segment picked independent options (57 percent) over international premium brands (27 percent).

Premium independent options for the wealthier segment are abundant, specifically in leisure travel. Setting up a premium brand hotel requires long-term construction periods and heavy capital investment. Small-scale boutique hotels or B&Bs, on the other hand, are more agile solutions that can ramp up in the short term. This may explain the abundance of premium independent offerings. For instance, in destinations such as Lijiang and Yangshuo, between seven and nine of the top-ten premium hotels listed on Ctrip are independent boutique hotels.

Premium independent accommodation’s strength lies in quality guest experience with a genuine human touch. The service level at premium independent establishments can even surpass that of chain brand accommodation thanks to the high staff-to-room ratio, which easily reaches 3:1 or even 5:1. 20 “Strategic marketing analysis of boutique hotels,” Travel Daily , June 3, 2015. For hotels in Xiamen, Lijiang, and Yangshou, Ctrip service ratings of premium independent hotels are all above 4.7, outperforming international chain brand hotels.

Travelers are becoming smarter and more realistic during hotel selection, focusing on fundamental offerings such as local features and value for money. Across all types of hotels, local features are one of the most important factors influencing hotel selection—even for chain brand hotels which have a reputation for mastering the standardized offering. On average, 34 percent of respondents report that local features and cultural elements are the key considerations affecting their choice of hotel.

Outbound Chinese tourists are evolving rapidly, becoming increasingly diverse in their travel preferences, behaviors, and spending patterns. Chinese travelers are not homogeneous, and their needs and preferences continue to evolve. Therefore, serving each group of tourists may require different product offerings, sales channels, or marketing techniques.

The path toward eco-friendly travel in China

How international travel and tourism can attract outbound chinese travelers.

China’s lifting of travel restrictions may cause some uncertainty in the short term, but a promising recovery lies ahead. Chinese tourists have maintained a strong desire to travel internationally and are willing to pay for this experience. They are also discerning and looking for high-quality accommodation, offerings, and service. As boutique hotels are becoming more popular, international hotel brands hotels could, for example, aim to stand out by leveraging their experience in service excellence.

With renewed travel demand, now may be the time for international travel and tourism businesses to invest in polishing product offerings—on an infrastructural and service level. Tourism, food and beverage, retail, and entertainment providers can start preparing for the rebound by providing unique and innovative experiences that entice the adventurous Chinese traveler.

Craft an authentically local offering that appeals to experience-driven Chinese travelers

Chinese travelers have suspended overseas trips for three years, and are now looking to enjoy high-quality experiences in destinations they have been to before. They also want to do more than shopping and sightseeing, and have expressed willingness to spend on offerings geared towards entertainment and experience. This includes activities like theme parks, snow sports, water sports, shows, and cultural activities. Authentic experiences can satisfy their desire for an immersive foreign experience, but they often want the experience to be familiar and accessible.

Designing the right product means tapping into deep customer insights to craft offerings that are accessible for Chinese travelers, within a comfortable and familiar setting, yet are still authentic and exciting.

Travel and tourism providers may also have opportunities to up-sell or cross-sell experiences and entertainment offerings.

Social media is essential

Social media is emerging as one of the most important sources of inspiration for travel. Short video now is a major influence channel across all age groups and types of consumers.

Tourist destinations have begun to leverage social media, and short video campaigns, to maximize exposure. For example, Tourism Australia recently launched a video campaign with a kangaroo character on TikTok, and overall views soon reached around 1.67 billion.

The story of Ding Zhen, a young herder from a village in Sichuan province, illustrates the power of online video in China. In 2020, a seven-second video of Ding Zhen turned him into an overnight media sensation. Soon after, he was approached to become a tourism ambassador for Litang county in Sichuan—and local tourism flourished. 21 “Tibetan herder goes viral, draws attention to his hometown in SW China,” Xinhuanet, December 11, 2020. Another Sichuan local, the director of the Culture and Tourism Bureau in Ganzi, has drawn visitors to the region through his popular cosplay videos that generated 7 million reviews. Building on the strength of these influential celebrities, visitor numbers to the region were said to reach 35 million, more than two-and-a-half times 2016 volumes. 22 “Local official promoting Sichuan tourism goes viral on internet,” China Daily, June 17, 2022; “The Director of Culture and Tourism disguises himself as a “Swordsman” knight to promote Ganzi tourism,” Travel Daily , June 17, 2022.

Online travel companies are also using social media to reach consumers. Early in the pandemic, Trip.com took advantage of the upward trend in livestreaming. The company’s co-founder and chairman of the board, James Liang, hosted weekly livestreams where he dressed up in costume or chatted to guests at various destinations. Between March and October 2020, Liang’s livestreams sold around $294 million’s worth of travel packages and hotel room reservations. 23 “Travel companies adapt to a livestreaming trend that may outlast the pandemic,” Skift, October 26, 2020.

Livestreaming is being used by tourism boards, too. For instance, the Tourism Authority of Thailand (TAT) collaborated with Trip.com to launch a new campaign to attract Chinese tourists to Thailand as cross-border travel resumed. The broadcast, joined by TAT Governor Mr Yuthasak Supasorn, recorded sales of more than 20,000 room nights amounting to a gross merchandise value of over RMB 40 million. 24 “Trip.com Group sees border reopening surge in travel bookings boosted by Lunar New Year demand,” Trip.com, January 13, 2023.

International tourism providers looking to engage Chinese travelers should keep an eye on social media channels and fully leverage key opinion leaders.

Scale with the right channel partners

Travel distribution in China has evolved into a complex, fragmented, and Chinese-dominated ecosystem, making scaling an increasingly difficult task. Travel companies need to understand the key characteristics of each channel type, including online travel agencies (OTAs), online travel portals (OTPs), and traditional travel agencies as each target different customer segments, and offer different levels of control to brands. It also takes different sets of capabilities to manage each type of distribution channel.

Travel companies can prioritize the channels they wish to use and set clear roles for each. One challenge when choosing the right channel partner is to avoid ultra-low prices that may encourage volume, but could ultimately damage a brand.

Meanwhile, given the evolution of the postCOVID-19 industry landscape and rapid shifts in consumer demand, travel companies should consider direct-to-consumer (D2C) channels. The first step would be selecting the appropriate D2C positioning and strategy, according to the company’s needs. In China, D2C is a complicated market involving both public domains (such as social media and OTA platforms) and private domains (such as official brand platforms). To make the most of D2C, travel companies need a clear value proposition for their D2C strategy, whether it be focused on branding or on commercial/sales.

Create a seamless travel experience for the digitally savvy Chinese tourist

China has one of the most digitally advanced lifestyles on the planet. Chinese travelers are mobile-driven, wallet-less, and impatient—and frequently feel “digitally homesick” while abroad. Overseas destinations and tourism service providers could “spoil” tech-savvy Chinese travelers with digitally enhanced service.

China’s internet giants can provide a shortcut to getting digital services off the ground. Rather than building digital capabilities from scratch, foreign tourism providers could engage Chinese travelers through a platform that is already being used daily. For example, Amsterdam’s Schiphol Airport provides a WeChat Mini Program with four modules: duty-free shopping, flight inquiry, information transfer, and travel planning. This contains information about all aspects of the airport, including ground transportation and tax refund procedures.

Alibaba’s Alipay, a third-party mobile and online payment platform, is also innovating in this space. The service provider has cooperated with various tax refund agencies, such as Global Blue, to enable a seamless digitized tax refund experience. Travelers scan completed tax refund forms at automated kiosks in the airport, and within a few hours, the refunded amount is transferred directly to their Alipay accounts. 25 “Alipay and Global Blue to make tax refunds easy for Chinese tourists,” Alizila, June 23, 2014.

Such digital applications are likely to be the norm going forward, not a differentiator, so travel companies that do not invest in this area may be left behind.

Chinese travelers are on the cusp of returning in full force, and tourism providers can start preparing now

With China’s quarantine requirements falling away at the start of 2023, travelers are planning trips, renewing passports and visas, and readying themselves for a comeback. Chinese tourists have not lost their appetite for travel, and a boom in travel demand can be expected soon. Though airlines are slow to restore capacity, and some destination countries are more risk averse when welcoming Chinese travelers, there are still options for Chinese tourists to explore destinations abroad.

Tourism providers can expect to welcome travelers with diverse interests who are willing to spend money on travel, who are seeking out exciting experiences, and who are choosing high-quality products and services. The returning Chinese traveler is digitally savvy and favors functionality over branding—trends suggest that providers who can craft authentic, seamless, and unique offerings could be well positioned to capture this market.

Guang Chen and Jackey Yu are partners in McKinsey’s Hong Kong office, Zi Chen is a capabilities and insights specialist in the Shanghai office, and Steve Saxon is a partner in the Shenzhen office.

The authors wish to thank Cherie Zhang, Glenn Leibowitz, Na Lei, and Monique Wu for their contributions to this article.

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Feature: Thriving tourism boosts cultural exchanges among China, Japan, S. Korea

Cultural affinity and similarities in traditions make China an attractive destination for Japanese and South Korean tourists, some of whom are fascinated by the diverse landscapes of the vast nation.

While many Japanese and South Korean tourists love to visit China, the two countries are also favored destinations for Chinese holidaymakers.

by Xinhua writer Tai Beiping

SEOUL, May 27 (Xinhua) -- China, Japan and South Korea agreed at their ninth trilateral summit here on Monday to designate the year 2025 and 2026 as the China-Japan-South Korea Cultural Exchange Year.

Geographically close and culturally connected, the three East Asian neighbors boast robust people-to-people and cultural exchanges, and thriving tourism is giving a further boost to interactions among their people.

Masato Takashima, a Japanese travel magazine writer who recently paid a five-day visit to China, was deeply impressed by people's love for traditional Chinese attire Hanfu.

"Chinese Hanfu culture is amazing. In Xi'an and Luoyang, people don't just wear Hanfu at tourist sites, they incorporate it into their daily lives. You can see people wearing it on the streets. It gives you a sense of traveling through time," Takashima told Xinhua.

"The article I wrote for a famous travel magazine is about to be published. I hope more Japanese people can understand the prosperous and beautiful China," said the Japanese writer.

"The buildings in Shanghai are tall and gorgeous, and the people there are friendly," Kim Rin, a South Korean tourist who recently traveled to China with her boyfriend, told Xinhua.

The number of South Korean tourists traveling to China has increased significantly lately. Figures from South Korea's largest travel agency Hana Tour showed that bookings for package tours to China in May increased by 608 percent year-on-year.

Apart from large cities like Beijing and Shanghai, places like Zhangjiajie in Hunan Province and Changbai Mountain in Jilin Province are also among the most favored choices by South Korean travelers.

The fascination with pandas is also attracting visitors to China. After Fu Bao, the first giant panda born in South Korea returned to China, some South Korean travel agencies launched "panda tourism" itineraries, taking tourists to China's Sichuan Province to see the adorable pandas.

"I am looking forward to my next trip to China, and I hope to visit cities with more local characteristics," Kim said after concluding her trip to China's modern metropolis of Shanghai.

Latest data from Ctrip, a leading travel platform in China, showed that Japan and South Korea are among the top three international destinations for Chinese tourists during the Labor Day holiday.

In the first quarter of 2024, South Korea received around 3.4 million foreign tourists, of which 1.01 million were from China, ranking first among all foreign tourists, government figures showed.

Xu Qing, a 76-year-old Chinese tourist who recently traveled to Seoul with her daughter and granddaughter, told Xinhua: "South Korea is very close to China. It is very convenient to travel in Seoul."

"The people here are very friendly. The city is very clean and very safe," she said.

China is also an important source of tourists for Japan and the purchasing power of Chinese visitors is loved by business operators in the tourism sector.

Data released by the Japan Tourism Agency revealed that Chinese tourists in Japan had the highest average per capita spending among all foreign visitors in the first quarter, amounting to 293,100 yen (1,867 U.S. dollars).

Apart from shopping, Chinese tourists are getting increasingly focused on experiencing the local culture and traditions, Japanese media reported.

A recent article in The Yomiuri Shimbun said that Chinese tourists visiting Japan seem to be changing their spending habits and are more focused on experiencing the Japanese culture.

Held after a hiatus of more than four years, the trilateral summit in Seoul is expected to add momentum to cooperation among the three East Asian neighbors. Cultural exchanges and economic and trade cooperation will get a further boost.  Enditem

(Xinhua reporters Feng Yasong in Seoul, Guo Dan and Tu Yifan in Tokyo also contributed to the story.) ■

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A Travel Comparison for Vacations, Honeymoons, and Tours Japan vs. China

Should you visit japan or china, which country is cheaper, china or japan.

Should I visit Japan or China? This is a popular question for many travelers. By figuring out which country is more expensive, you'll understand where you'll get more bang for your buck. A week in China can cost you about $555 (per person), while a week in Japan may cost you around $0.00. These differences become even more noticable if you plan to spend a longer time in the country. 10 days , two weeks , or even one month of travel to China or Japan can really add to your travel budget.

Accommodation is often cheaper in China compared to Japan ($34 vs. $57). Budget travelers usually stay in less expensive hostels and guest houses, while nicer hotels often appeal to families and upscale travelers.

Or, compare hostel and guesthouse prices between China and Japan to find the cheapest accommodation here: China hostels and Japan hostels .

When comparing food in Japan vs. China they are not just different in cuisine, but also in price. Meal and restaurant costs in Japan ($0.00) are often cheaper than China ($23).

• Japan Prices China Prices
• Average Daily Cost Per person, per day Japan $ 0.00 China $ 79
• Accommodation Hotel or hostel for one person Japan $ 57 China $ 34
• Accommodation Typical double-occupancy room Japan $ 114 China $ 68
• Local Transportation Taxis, local buses, subway, etc. Japan $ 0.00 China $ 16
• Food Meals for one day Japan $ 0.00 China $ 23
• Entertainment Entrance tickets, shows, etc. Japan $ 0.00 China $ 17
• Alcohol Drinks for one day Japan $ 0.00 China $ 11
• Water Bottled water for one day Japan $ 4.31 China $ 0.99

How much are flights to Japan and China?

The price of a plane ticket may help you decide which country you should visit.

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Hostels, guest houses, and locally owned B&B's are often the cheapest form of accommodation.

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Swarmed with tourists, Japanese town blocks off viral view of Mount Fuji

FUJIKAWAGUCHIKO, Japan — Japan ’s majestic M oun t Fuji was some 700,000 years in the making, but on one sultry May morning, it was gone.

At least on one side of a busy road, views of the 12,388-foot symbol of Japan and the Lawson convenience store beneath it have vanished, as officials finished a 65-foot-by-8-foot barrier to obstruct a photo spot that had become viral among tourists.

For locals, the mass of visitors and their refusal to obey rules on littering and parking had become a nuisance and traffic hazard.

“I’m really happy that foreigners are coming to our town,” said Kikue Katsumata, 73, a lifelong resident of Fujikawaguchiko. “But when it comes to taking pictures from the Lawson, the road is a bit narrow and it can be dangerous when people dash across without using a crosswalk.”

March and April set all-time records for visitor arrivals, driven by pent-up demand after the pandemic and as the yen’s slide to a 34-year low made Japan an irresistible bargain. That’s been good news for the economy, with travelers spending a record 1.75 trillion yen (US$11.2 billion) in the first three months of 2024, according to the tourist agency.

The drastic decision to block the view of Mount Fuji symbolizes tensions across the country as Japan reckons with the consequences of its tourism boom. The western metropolis of Osaka and the hot spring resort town Hakone are among municipalities considering new tourism taxes to deal with the deluge of visitors.

Cyril Malchand, a 45-year-old visitor from France, found out about the fence online and made a special trip to be among the last to take in the view. He said he empathized with the locals.

“When I see that there could be problems with people crossing the road without watching cars, I don’t find it that bad that they’re setting up that fence,” he said.

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Japan visitors exceed 3 million for second straight month, tourism agency says

Japan welcomed more than 3 million visitors for a second straight month in April, official data showed on Wednesday, setting the stage for a potential record year for tourism.

Arrivals in April were up 56% from the prior year and 4% higher than in 2019, before the COVID-19 pandemic shut global borders. Visitors from France, Italy and the Middle East rose to their highest for any single month in April.

The yen's slide to a 34-year low has made Japan a bargain destination for foreign visitors, with arrivals set to blow past the annual record of 31.9 million seen in 2019.

While the surge in arrivals is good news for Japan's economy, it has caused friction with locals. Complaints of litter and illegal parking caused local officials to erect a barrier this month to block a popular photo spot of Japan's iconic Mount Fuji.

Trail restrictions and a new ¥2,000 ($12.79) fee will go into effect for Mount Fuji climbers this summer after a rise in pollution and accidents during last year's hiking season.

Visitors from mainland China, Japan's biggest tourist market before the pandemic, exceeded 500,000 in April for the first time since January 2020 but were still 27% below the level in 2019.

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How to visit Japan's shrines and temples—with respect

Why are there Buddhas hidden in some Shinto shrines? Why do temples and shrines often share the same grounds? These sacred spaces have a compelling history.

Over the centuries, the Indigenous Shinto religion and Buddhism, imported from India by way of China, gained prominence in Japan at different times. From the beginning, beliefs intermingled, creating what’s now called shinbutsu shugo . Then, from the end of the 19th century through the first half of the 20th, government policy sought to split the two in an effort to elevate Shinto.

Traces of this history can still be seen all over Japan, from Buddha statues hidden in Shinto shrines in response to Meiji policy, to Shinto imagery at Buddhist temples. In many places, Shinto and Buddhism, with their associated structures, shrines and temples respectively, share the same sacred grounds. Today, there are about 80,000 shrines and 77,000 temples in the country.  

As travel to Japan surpasses pre-pandemic levels , visitors who know just a bit of this context can more deeply appreciate these sacred sites. Here are some key histories, symbols, and etiquette to keep in mind to ensure a respectful and enriching visit.

Look out for these features

How do you tell if you’re at a temple or a shrine? The clue is in the name: temples often have the suffix “寺” (-ji or -tera) or “院” (-in), while shrines usually use “神社” (-jinja) or “宮” (-miya or -gu).  

Torii , Sanmon and Romon gates: Both shrines and temples have gates. At the entrance to shrines is the torii, which stands open and consists of two posts and one or two upper lintels. At temples, the gate is called sanmon or romon, and is often more functional in that they can be closed. “Both torii and sanmon serve as barriers, symbolically separating the secular world from the sacred realm,” says Toyohiko Ikeda, head priest at Sugawara Shrine in Machida, Tokyo.

Shimenawa : At shrines, you may see a shimenawa, a rope made from rice straw or hemp and accented with paper zigzag. “Its presence signifies that the enclosed area is in a sacred and pure state,” says Takeyoshi Nagai, head priest of Hibita Shrine in Isehara, Kanagawa. But shimenawa are not limited to shrines. You may have seen them on an especially impressive rock in the forest, or even wrapped around sumo wrestlers, especially the yokozuna, or highest ranked wrestlers. “This tradition is believed to be a way for the yokozuna, who perform the stomp before entering the ring, to dispel evil spirits.”

Komainu and Nio guardians: What of the fierce guardians in front of both shrines and temples? At shrines, more often you’ll find komainu, or lion-dogs, while at temples, you’ll likely find Nio statues, fearful warrior types. “Komainu and Nio statues have the role of warding off malevolent forces attempting to enter,” says Ikeda. Both kinds of guardians are usually depicted with one of the pair having an open mouth and the other with a closed mouth, symbolizing the vocalization of “ aum .”

Bells: Inside temple grounds you’ll sometimes find a bell tower containing a large bronze bell. “In the old days, when there were no clocks in every home, the bells were used to tell the time to local people,” says Kohei Uchida, the head monk at Shingyoji in Matsue, Shimane. The bells are also used to call monks to prayer. If you visit at temple at midnight on New Year’s Eve, you might hear the “Joya no kane,” the ringing of the bell 108 times to symbolize letting go of the 108 earthly desires and approaching the new year with a pure heart.  

Except for shimenawa and torii, versions of these features were all imported from abroad, though of course each culture’s version has its own unique flavor.

Approaching sacred spaces as a traveler

Regardless of religion, any traveler can visit both temples and shrines, says Uchida. However, there are some places that are off limits in both shrines and temples, often with sacred images or objects that are tended only by staff. Photography is frowned upon at some temples and shrines, and allowed in others. If in doubt, it’s best to check with the staff. In shrines, talking should be kept to a minimum, says Ikeda, though children up to the age of seven are considered divine and their making noise is generally acceptable.  

When approaching a temple or shrine, the center of the path is reserved for the gods, so mortals should keep to the edge of the walkway. At the gate, it’s customary to offer a greeting to the gods with a slight bow. Before entering the inner precinct, shrines and some temples have a temizuya , a small pavilion with sacred water for ritually cleansing your hands and mouth. Visitors should take care not to let any water they’ve touched go back into the basin, but rather let it run onto the ground. “This act is to cleanse the mind and body, as it is believed that without purification, the gods may not take notice of us,” says Ikeda.  

In both cases, non-adherents are welcome to pray, according to Uchida and Ikeda, though the method of prayer differs between temples and shrines. “First visit the main hall of the temple, where the principal image resides,” says Uchida. If there is incense, you can burn some, then place your hands together in silent prayer. At shrines, the ritual for prayer is to bow twice, clap twice, pray, and then bow once more.

But when it comes to visiting shrines or temples, there’s no need to choose. The mixing and matching are an integral part of the culture.  

“In Japan, people have cherished both Shinto and Buddhism alike,” says Nagai. “The innate connection to the natural world in Shinto and the structured practices of Buddhism found common ground, fostering a coexistence of the two belief systems.”

Shinto and Buddhism: blurred lines  

When Buddhism arrived in the 6th century, beliefs and rituals now known as Shinto were already in Japan. Shinto gods, called kami , include mythological creation gods, deities that control events like rain and rice harvests, as well as spirits that inhabit objects and animals. Evidence of these Indigenous practices, though diffuse, can be traced as far back as around 300 B.C.

Buddhism’s more organized doctrine brought the construction of temples, and Shinto shrines soon followed in their footsteps.  

Importantly, neither Buddhism nor Shinto inherently demands that its followers adhere to only one faith. “Shinto is an everyday faith woven into daily life,” says Ikeda. “Within the Buddhist teachings, there was a concept of salvation not found in Shinto.”  

This appealed to people, and as Buddhism spread, so did shinbutsu shugo, or the amalgamation of Shinto and Buddhism. In some cases, kami were explained as Buddhas in “disguise,”   says Erik Schicketanz , professor of religious studies specializing in Buddhism at Kokugakuin University.  

In other cases, kami were recruited as protectors of temples and monasteries, which is why you often see shrines and temples side by side, or even within the same compound. Tokyo’s most famous temple, Sensoji, is an example of this, says Schicketanz. “Right next to Sensoji is the Asakusa Jinja. And that is not by coincidence, because until 1868 they were the same thing.”

1868 brought the Meiji Restoration, a new government in pursuit of a pure national identity. They rolled out a policy of shinbutsu bunri , or the separation of Shinto from Buddhism, and an attempt to elevate Shinto as a state religion.  

The legal separation continued until 1945, and in that time, Shinto grew as an overall framework, says Schicketanz. During the period of separation, some temples and Buddhist images were destroyed, and monks were forced to give up their positions or become Shinto priests. Because of the policy of Shinto supremacy, it’s rarer to find Buddhist elements at shrines than vice versa.  

Nowadays, a significant number of people claim no specific religious affiliation, says Nagai. “However, for those who do express a religious belief, Buddhism and Shinto are often held in nearly equal regard.”

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South Korean, Chinese and Japanese leaders discuss thorny topics and ways to boost cooperation

The Japanese and South Korean leaders have raised sensitive topics like Taiwan, North Korea and the South China Sea as well as ways to boost cooperation, when they individually met China’s premier

SEOUL, South Korea — The Japanese and South Korean leaders raised sensitive topics like Taiwan, North Korea and the South China Sea as well as ways to boost cooperation when they individually met China’s premier Sunday on the eve of a fuller trilateral meeting.

It was unclear how serious discussions the three leaders had on those thorny issues, which are not among the official agenda items for Monday’s three-way gathering in Seoul, the first of its kind in more than four years.

No major announcement is expected from the meeting, but observers say that just resuming the highest-level talks among the three Northeast Asian neighbors is a good sign and suggests they are intent on improving relations. Their trilateral meeting was supposed to happen annually but it had stalled since the last one in December 2019 because of the COVID-19 pandemic and complex ties among the three countries.

After meeting Chinese Premier Li Qiang, Japanese Prime Minister Fumio Kishida told reporters that he expressed serious concerns about the situations in the South China Sea, Hong Kong and China’s northwestern Xinjiang region. He said Japan is closely monitoring developments on self-governed Taiwan.

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He referred to China’s military assertiveness in the South China Sea, clampdowns of pro-democracy movements in Hong Kong and human rights abuses against minorities in Xinjiang. Last week, China also launched a large military exercise around Taiwan to show its anger over the inauguration of the island’s new president who refuses to accept its insistence that Taiwan is part of China.

During a separate meeting with Li, South Korean President Yoon Suk Yeol, on his part, asked China, as a permanent member of the U.N. Security Council, to contribute to promoting peace on the Korean Peninsula, while speaking about North Korea’s nuclear program and its deepening military ties with Russia, according to Yoon’s office.

Yoon’s office said Yoon and Kishida in their separate meeting expressed worries about North Korea’s nuclear program and agreed to strengthen their cooperation with the United States.

South Korea, Japan and the U.S. have long urged China — North Korea’s major ally and economic pipeline — to use its leverage to persuade the North to abandon its nuclear ambitions. But China is suspected of avoiding fully enforcing U.N. sanctions on North Korea and sending clandestine aid shipments to help its impoverished neighbor stay afloat.

The three leaders also discussed how to bolster economic and other cooperation.

Yoon and Li agreed to launch a new South Korean-Chinese dialogue channel involving senior diplomats and defense officials in mid-June. They also agreed to restart negotiations to expand the free trade agreement and reactivate dormant bodies on personnel exchanges, investments and other issues, according to Yoon’s office.

Chinese state media reported Li told Yoon that the two countries should safeguard the stability of their deeply intertwined industrial and supply chains and resist turning economic and trade issues into political and security-related issues.

Kishida said he and Li reaffirmed Japan and China will seek progress on various areas to promote mutually beneficial relations. Kishida and Yoon also said they agreed to further strengthen ties, which have warmed significantly since last year following an earlier setback over issues related to Japan’s 1910-45 colonial rule of the Korean Peninsula.

South Korean officials said that a joint statement after Monday’s trilateral meeting will cover the leaders’ discussion on cooperation in areas like people-to-people exchanges, climate change, trade, health issues, technology and disaster responses.

The three Asian nations are important trading partners and their cooperation is key to promoting regional peace and prosperity. They together make up about 25% of global gross domestic product. But the three countries have been repeatedly embroiled in bitter disputes over a range of historical and diplomatic issues originating from Japan’s wartime atrocities. China’s rise and a U.S. push reinforce its Asian alliances have also significantly impacted their three-way ties in recent years.

Experts say South Korea, China and Japan now share a need to improve ties. South Korea and Japan want better ties with China because it is their biggest trading partner. China, for its part, likely believes a further strengthening of the South Korea-Japan-U.S. cooperation would hurt its national interests.

China, meanwhile, has always sent its premier, the country’s No. 2 official, to the trilateral leaders’ meeting since its first session in 2008. Observers say China earlier argued that under then-collective leadership, its premier was chiefly in charge of economic affairs and best suited to attend the meeting, which largely focuses on economic issues.

But they say China may face more demands for President Xi Jinping to attend because he has concentrated power in his hands and defied the norms of collective leadership.

Associated Press writers Mari Yamaguchi in Tokyo and Simina Mistreanu in Taipei, Taiwan contributed to this report.

Tourists required to book to climb Mount Fuji as Japan struggles with over-tourism

People wanting to climb an iconic trail on Mount Fuji will need to book in advance and pay a fee, as one of the most iconic volcanoes in the world struggles with over-tourism and littering.

Officials in Japan are also introducing the new measures because of concerns people are "bullet climbing" to the summit and putting fellow climbers at risk.

The Yamanashi prefecture said in a statement on Monday it introduced new rules for the climbing season from July 1 to September 10 for those hiking the Yoshida Trail on the 3,776-meter-high mountain, designated a UNESCO World Cultural Heritage site in 2013.

Only 4,000 climbers will be allowed to enter the trail per day: 3,000 slots will be available for online booking at a fee of 2,000 yen (about $20), and the remaining 1,000 can be booked in person on the day of the climb.

Mount Fuji is divided into 10 stations, and there are four "5th stations" halfway up the mountain from where the four trails — the Yoshida, Fujinomiya, Subashiri, and Gotemba — start to the top.

Under the new system, climbers need to choose whether they will do a day hike or stay overnight at the several available huts across the trail.

Once they input their information and the day of the climb, they are given a QR code to be scanned at the 5th station.

Authorities said those who have not booked an overnight hut will be sent back down and not allowed to climb between 4pm and 3am, mainly to stop climbers who rush to the summit without adequate rest, raising safety concerns.

Climbers can book their slots via Mount Fuji Climbing's official website, jointly run by the Environment Ministry and Mount Fuji's two home prefectures, Yamanashi and Shizuoka.

Yamanashi Governor Kotaro Nagasaki thanked people for their understanding and cooperation in helping conserve Mount Fuji.

The Shizuoka prefecture south-west of Mount Fuji, where climbers can also access the mountain, has sought a voluntary 1,000-yen ($10) fee per climber since 2014 and is considering additional ways to balance tourism and environmental protection.

Japan's Environment Ministry said the number of Mount Fuji climbers during the season in 2023 totalled 221,322.

The announcement came just as a town in Shizuoka was to set up a huge black screen on a sidewalk to block a view of Mount Fuji because of tourists overcrowding the area to take photos.

Over-tourism has also become a growing issue at other popular tourist destinations such as Kyoto and Kamakura as foreign visitors have flocked to Japan in droves since the coronavirus pandemic restrictions were lifted, in part due to the weaker yen.

Last year, Japan had more than 25 million visitors and the figures in 2024 are expected to surpass nearly 32 million, a record from 2019, according to the Japan National Tourism Organization.

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