Declining Sino-Japanese Flight Volumes, Chinese Travelers is Experiencing New Shift to Russia, Central Asia and Domestic Winter Sports Destinations for their Holidays

Published on December 11, 2025

As Sino-Japanese flights sharply declined, Chinese airlines revised their policy to accommodate travelers looking to make alternative plans for the winter holidays. Carriers Air China, China Eastern Airlines, and China Southern Airlines are allowing free refunds and rescheduling until March 28, 2026, as shifting tourism demand prompts travelers to change plans. The move follows a decline in travel to Japan amid rising political tensions and a government-issued advisory against traveling to the country.

The policy extension comes in tandem with incorrect comments by Japanese Prime Minister Sanae Takaichi regarding China’s Taiwan, which have hardened bilateral relations and dissuaded many Chinese tourists from arranging winter travel. This change is most evident in vacation-dominated routes to Japan, which saw a significant decline in flight volumes. According to Flight Master, Sino-Japanese round-trip flights sank to the lowest in a month-1,167-for the week of Nov 24-30, while cancellation rates increased to 26.4% by Dec 1.

Chinese Airlines Extend Refund and Rescheduling Deadlines

In response to the reduced demand for Sino-Japanese flights, Air China, China Eastern, and China Southern Airlines have extended their refund and rebooking policies, allowing travelers to reschedule their flights until March 28, 2026. This extension reflects the uncertainty surrounding the Japan travel market and highlights the growing shift toward other destinations.

Rising Demand for Russia as a Winter Travel Destination

One of the most significant shifts in Chinese winter travel is the increasing interest in Russia. The recent decision by Moscow to grant visa-free entry to Chinese citizens for up to 30 days has boosted travel inquiries for destinations like Murmansk, known for its aurora borealis and winter sports offerings. Travel agencies such as UTour have noted a surge in interest from Chinese travelers, particularly for the upcoming Spring Festival holidays. Russia is emerging as a new winter tourism hub, offering unique experiences previously overshadowed by Japan.

Central Asia: Kazakhstan Becomes a Winter Sports Hub

Another region gaining traction is Central Asia, particularly Kazakhstan, which has rapidly become a winter sports destination for Chinese travelers. Tongcheng Travel reports a 50% increase in flight bookings from China to Kazakhstan for the upcoming winter season. Popular cities like Almaty and Astana are now on the radar for winter travelers seeking skiing and snow-based adventures, marking a notable shift from traditional Japanese ski resorts.

Domestic Ski Tourism: A Booming Industry in China

As Japanese ski resorts face declining interest, China’s domestic ski market is experiencing rapid growth. With 748 operational ski resorts in the country, including 66 indoor centers, the domestic ski industry has seen a surge in both ski visits and engagement. According to a white paper on China’s ski industry, ski visits reached 26.05 million last winter, surpassing Switzerland’s ski visits for the first time. The rise in domestic travel is being fueled by local governments offering incentives such as ice-snow vouchers and free ski passes, particularly in Jilin and Xinjiang provinces.

Ski Resorts and Winter Attractions in China Witness Explosive Growth

China’s ski resorts are increasingly attracting domestic travelers. Qunar, an online travel agency, reported a spike in hotel bookings for Xinjiang’s Bortala region, which rose by 80% year-on-year from November to January 2026. Similarly, winter destinations in northeastern China, such as Dandong, Liaoyuan, and Yichun, have seen 30% increases in hotel reservations, highlighting the growing popularity of domestic ski tourism. Visitors are also flocking to glacier and snow mountain sites like Meili Snow Mountain and Xiling Snow Mountain, with ticket bookings doubling year-on-year.

Europe Sees a Surge in Winter Tourism from China

As Chinese travelers shift away from Japan, Europe has seen an increase in interest, particularly for winter sports and holiday experiences. Countries such as Germany, Spain, and Switzerland are benefitting from this trend. Tongcheng Travel reports over 300% growth in hotel bookings in Germany and Spain, while Denmark and Switzerland have seen gains exceeding 200%. This shift is a clear indicator of the diversification of Chinese outbound tourism, with travelers seeking new, winter-friendly destinations in Europe.

Domestic Winter Travel Incentives: A Boost for Local Tourism

In response to the changing travel trends, Chinese local governments are offering significant incentives to encourage domestic winter tourism. Jilin province has launched 100 million yuan in ice-snow vouchers and offers free ski passes to students, while Xinjiang and Inner Mongolia are providing similar discounts. This has resulted in a noticeable increase in hotel bookings in regions such as Xinjiang, Jilin, and Heilongjiang, where winter activities like skiing, snowboarding, and ice-fishing are becoming more popular.

The Future of China’s Winter Tourism Market

With more than 748 ski resorts in operation and 26.05 million ski visits recorded last winter, China’s winter tourism market is showing no signs of slowing down. As domestic ski resorts continue to grow, Kazakhstan, Russia, and European destinations will continue to attract a larger portion of Chinese travelers seeking new winter experiences. The shift away from Japan has already made a significant impact, and the future looks promising for emerging winter tourism markets, both domestically and abroad.

The Shifting Landscape of Winter Travel from China

The political tensions and disrupted flights that stirred a decline in interest in Sino-Japanese winter tourism have marked a significant turning point in China’s outbound travel. With travelers redirecting to Russia, Central Asia, and home soil ski resorts, these destinations are poised for substantial growth in tourism. This changing landscape creates opportunities in the development of new winter tourism hubs, with China’s domestic market embracing winter sports and seasonal activities like never before.