Tourism in Thailand and Vietnam Rises as Chinese Tourists Turn Away from Japan

Published on December 11, 2025

In the wake of travel warnings issued by Chinese authorities in mid-November 2025, an increasing number of Chinese tourists have redirected their travel plans from Japan to neighboring countries, notably Thailand, as well as other popular Asian destinations. According to a report by huanqiu.com, these shifts in travel patterns come in response to heightened tensions and concerns raised by the warnings, which have significantly impacted Japan’s appeal among Chinese travelers. As a result, countries like Thailand, known for their rich cultural offerings, diverse landscapes, and more convenient visa policies, are quickly absorbing the influx of Chinese tourists seeking alternative vacation spots.

The change in travel preferences highlights the volatile nature of tourism in the region and the significant influence of political events on travel behavior. Local tourism authorities in countries such as Thailand are seizing this opportunity to attract Chinese visitors, offering incentives and tailored services to meet the growing demand.

Thailand Emerges as a Top Alternative

Thailand has been one of the biggest beneficiaries of this shift in Chinese tourist preferences. Known for its vibrant cities, stunning beaches, and rich cultural heritage, Thailand offers an ideal alternative for Chinese tourists who may have previously considered Japan as their go-to destination.

Popular spots such as Bangkok, Chiang Mai, and the islands of Phuket and Koh Samui have seen a noticeable increase in Chinese arrivals. Thailand’s well-established infrastructure, including frequent direct flights and simplified visa processes, has made it an easy and appealing choice for Chinese tourists. In addition, Thailand’s strong presence in Chinese media and its extensive tourism marketing campaigns targeting Chinese travelers have helped make the country an attractive option.

Thailand’s visa policy is another significant draw. The Thai government offers easy visa-on-arrival options for Chinese visitors, which enhances the overall convenience of travel. Additionally, many airlines between China and Thailand offer frequent and affordable flights, making the journey even more accessible.

Other Asian Countries Seeing Increased Demand

While Thailand has seen the most significant rise in Chinese tourist arrivals, other Asian countries have also gained traction as destinations for those avoiding Japan. South Korea, Vietnam, Malaysia, and Singapore are all experiencing a boost in Chinese tourism, with some destinations already reporting higher-than-usual bookings for the upcoming months.

South Korea, which shares a close proximity to China, has long been a popular destination for Chinese tourists. With well-established travel routes and extensive cultural ties, South Korea’s capital, Seoul, remains a major hotspot. Popular activities, including shopping in districts like Myeongdong and exploring historical landmarks such as Gyeongbokgung Palace, continue to attract Chinese visitors.

Vietnam, with its rich history, UNESCO-listed sites like Ha Long Bay, and thriving cities like Hanoi and Ho Chi Minh City, has also seen an increase in visitors from China. Vietnam’s government has taken steps to streamline its visa process for Chinese travelers, further boosting its appeal.

Malaysia and Singapore, with their bustling urban environments, diverse cultures, and excellent shopping and dining experiences, are also attracting more Chinese tourists. Both destinations are known for their excellent air connectivity with China, alongside tailored offerings for Chinese-speaking tourists.

Efforts to Draw Chinese Tourists

In response to the growing shift in travel preferences, tourism authorities and operators in affected countries are introducing a range of measures to attract Chinese visitors. Thailand, in particular, has launched targeted campaigns highlighting its family-friendly attractions, luxury resorts, and natural beauty. Local operators are offering customized packages that cater to Chinese tourists’ preferences, including Mandarin-speaking tour guides, Chinese menu options, and the inclusion of popular Chinese cultural events such as the Chinese New Year celebrations.

Thailand’s Tourism Authority has also ramped up its digital marketing efforts in China, emphasizing the country’s friendly environment, renowned shopping districts, and food culture. Many hotels and resorts in Thailand are adjusting their offerings, with some offering exclusive Chinese-language services, while restaurants are ensuring that traditional Chinese dishes are available.

Other countries are following suit by enhancing their Chinese-friendly services. Vietnam is promoting its cultural heritage sites and culinary offerings to appeal to Chinese travelers, while Singapore is focusing on high-end shopping experiences and multicultural activities that attract affluent Chinese tourists.

Economic Impact on Japan’s Tourism

The loss of Chinese tourists has been a blow to Japan’s tourism industry, which relies heavily on visitors from China. Chinese tourists are among the largest groups of international visitors to Japan, contributing significantly to spending on accommodation, shopping, and dining.

In addition to the impact on Japan’s tourism revenue, many local businesses in tourist areas and cultural attractions are feeling the effect of the decreased number of Chinese visitors. This drop in arrivals could potentially harm local economies in Japan, particularly in regions that rely on Chinese tourism.

Looking Ahead: Potential Recovery for Japan

Despite the decline in Chinese tourist arrivals, Japan’s tourism industry is exploring ways to recover. Efforts are being made to diversify its tourism base, attract tourists from other countries, and enhance its appeal to other Asian markets. The Japanese government has recently focused on boosting tourism from Southeast Asia, India, and Europe as part of its recovery strategy.

Japan’s tourism industry continues to offer a wealth of experiences for travelers, from traditional tea ceremonies and historical temples to modern shopping and entertainment. With increased marketing efforts and the eventual resolution of the political tensions, it is expected that Japan will once again become a top destination for Chinese and international travelers in the future.

Conclusion: A Shift in Tourism Preferences

As Chinese tourists adjust their travel plans due to recent tensions, countries like Thailand, Vietnam, South Korea, and Singapore are stepping up their efforts to capture the attention of this vital tourism market. The growth of Chinese tourism in these regions is a direct result of competitive travel offerings, easier visa policies, and increased connectivity. Meanwhile, Japan’s tourism industry will likely face a period of adjustment, focusing on attracting new markets while maintaining its reputation as a premier travel destination.