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Chinese Tourists Flock Back to Thailand as Japan’s Recovery Loses Momentum
Latest travel data show Thailand emerging as a top beneficiary of renewed Chinese outbound demand while Japan sees softer growth
Thailand is experiencing a sharp rebound in arrivals from mainland China, outpacing regional competitors and reinforcing its position as one of the most popular destinations for Chinese outbound travellers, while Japan’s growth in the same segment has begun to moderate.
Recent tourism figures indicate that Chinese visitor numbers to Thailand have accelerated in early 2026, supported by expanded flight capacity, streamlined visa policies and targeted promotional campaigns.
Industry officials report stronger advance bookings for major Thai destinations including Bangkok, Phuket and Chiang Mai, particularly during peak holiday periods.
By contrast, growth in Chinese arrivals to Japan has slowed after an initial post-pandemic surge.
Travel operators cite higher travel costs, currency fluctuations and evolving consumer preferences as contributing factors.
While Japan remains a highly sought-after destination, the pace of recovery has levelled off compared with the rapid gains recorded in earlier phases of reopening.
Thailand’s relative advantage has been attributed to competitive pricing, geographic proximity and the restoration of air links between secondary Chinese cities and Thai resort hubs.
Authorities have also prioritised tourism diplomacy, engaging directly with Chinese partners to reassure travellers and rebuild confidence.
Tourism plays a critical role in Thailand’s economic recovery, accounting for a significant share of gross domestic product and employment.
The renewed momentum in Chinese outbound travel is therefore seen as a positive signal for hospitality operators, retailers and airlines.
Meanwhile, Japanese tourism officials are exploring additional marketing efforts and regional incentives to sustain interest among Chinese visitors.
Analysts suggest that travel flows across Asia will remain dynamic in 2026, shaped by currency movements, policy adjustments and shifting consumer tastes.
The divergent trends underscore how quickly competitive positions in Asia’s tourism market can shift, as destinations adapt their strategies to capture the return of one of the world’s largest outbound travel markets.
Recent tourism figures indicate that Chinese visitor numbers to Thailand have accelerated in early 2026, supported by expanded flight capacity, streamlined visa policies and targeted promotional campaigns.
Industry officials report stronger advance bookings for major Thai destinations including Bangkok, Phuket and Chiang Mai, particularly during peak holiday periods.
By contrast, growth in Chinese arrivals to Japan has slowed after an initial post-pandemic surge.
Travel operators cite higher travel costs, currency fluctuations and evolving consumer preferences as contributing factors.
While Japan remains a highly sought-after destination, the pace of recovery has levelled off compared with the rapid gains recorded in earlier phases of reopening.
Thailand’s relative advantage has been attributed to competitive pricing, geographic proximity and the restoration of air links between secondary Chinese cities and Thai resort hubs.
Authorities have also prioritised tourism diplomacy, engaging directly with Chinese partners to reassure travellers and rebuild confidence.
Tourism plays a critical role in Thailand’s economic recovery, accounting for a significant share of gross domestic product and employment.
The renewed momentum in Chinese outbound travel is therefore seen as a positive signal for hospitality operators, retailers and airlines.
Meanwhile, Japanese tourism officials are exploring additional marketing efforts and regional incentives to sustain interest among Chinese visitors.
Analysts suggest that travel flows across Asia will remain dynamic in 2026, shaped by currency movements, policy adjustments and shifting consumer tastes.
The divergent trends underscore how quickly competitive positions in Asia’s tourism market can shift, as destinations adapt their strategies to capture the return of one of the world’s largest outbound travel markets.
