每天200万人出境游，都去了哪里？

Core Insights - The article highlights the contrasting trends in outbound tourism from China during the National Day holiday, with Japan experiencing a surge in popularity while Thailand faces a significant decline in tourist interest [4][5][10]. Group 1: Japan's Tourism Boom - Japan has become the top destination for Chinese tourists during the National Day holiday, with search interest nearly doubling compared to the previous year [5]. - Data from JINTO indicates that from January to August 2025, the number of visitors from China to Japan reached 671.26 million, marking a 46.1% increase from the same period in 2024 [7]. - The overall inbound tourism market in Japan is diversifying, with significant growth from emerging markets such as Indonesia (77.8% increase) and Russia (100% increase) [6][8]. Group 2: Thailand's Tourism Decline - Thailand's appeal to Chinese tourists has waned, with only 3.3 million visitors from China from January to September 2025, a 35% drop compared to the previous year [10]. - Safety concerns, including fears of scams and crime, have been cited as major factors contributing to the decline in tourist confidence in Thailand [12]. - Despite promotional efforts by the Thai tourism board, forecasts suggest a continued decrease in Chinese visitors during the holiday period [10]. Group 3: Changing Consumer Behavior - Chinese tourists are increasingly prioritizing value for money, leading to a shift from high-spending shopping sprees to more budget-conscious travel experiences [15][16]. - The average spending per tourist in Japan has slightly decreased, reflecting a change in consumer preferences towards more affordable shopping options [16]. - The trend towards rational consumption is expected to continue, with tourists focusing on experiences rather than luxury goods [19]. Group 4: Destination Decentralization and Experience - The rise of "decentralization" in tourism is evident, with travelers exploring lesser-known destinations in Japan, such as Fukuoka and Izu Peninsula, which have seen significant increases in search interest [21][23]. - The demand for deep experiential travel is growing, with destinations that offer unique cultural experiences gaining popularity [20][24]. - This trend is not limited to Japan, as similar patterns are observed globally, with travelers seeking more meaningful and personalized travel experiences [20][24]. Group 5: Opportunities for Chinese Enterprises - Chinese companies are increasingly establishing a comprehensive service ecosystem in Japan, covering all aspects of the travel experience from transportation to payment solutions [30][32]. - The restaurant sector is benefiting from the influx of tourists, with significant growth reported by local dining establishments due to increased group bookings [32]. - However, challenges such as labor shortages and high operational costs in Japan pose significant hurdles for Chinese enterprises looking to expand [37][40].