中国游客减有多大影响？日本实地调查

Core Viewpoint - The article discusses the significant decline in Chinese tourists visiting Japan during the Chinese New Year period, contrasting with the expected growth in overall inbound tourism and spending in Japan. The article highlights the changing consumer behavior of Chinese tourists and the varying impacts on different tourist areas and businesses in Japan [1][5]. Group 1: Tourist Trends - In 2025, the number of inbound tourists to Japan is expected to exceed 40 million, with a 10% year-on-year increase in spending from October to December [1]. - Chinese tourists have sharply decreased, with the Chinese government advising against travel to Japan, leading to a 50% year-on-year drop in Chinese visitors in December 2025 [5]. - Despite the decline in Chinese group tourists, individual tourists from Southeast Asia and other regions have increased, with some areas reporting visitor numbers at around 90% of the previous year [6][9]. Group 2: Economic Impact on Businesses - Many businesses in tourist areas report a significant drop in revenue, with some shops experiencing a 60% decrease in sales due to the lack of Chinese group tourists [3][5]. - A survey of 20 shops around the popular tourist site of Oshino Hakkai revealed that 45% reported a noticeable decrease in Chinese tourists, while 50% noted a slight decrease, indicating over 90% of shops felt the impact [5]. - In contrast, some shops in Fukuoka and Asakusa reported that the increase in Japanese and Southeast Asian tourists has helped mitigate the loss from the decline in Chinese visitors, with 58% of shops stating their revenue was not significantly affected [11][13]. Group 3: Changing Consumer Behavior - The shopping habits of Chinese tourists have shifted, with many now purchasing fewer items, often just a single snack, rather than engaging in the previous trend of "explosive buying" [14][15]. - The Japan Shopping Tourism Organization noted that the pandemic has led to an increase in products available in China, reducing the need for Chinese tourists to buy large quantities of goods while in Japan [16]. - The decline in high-value purchases has particularly affected department stores, with a reported 16.7% decrease in the number of tax-free shoppers and a 17.1% drop in tax-free sales in December 2025 [18]. Group 4: Business Adaptation Strategies - Some businesses are adapting by targeting other markets, such as developing products aimed at Western tourists and collaborating with Taiwanese companies to enhance visibility [19]. - The article suggests that while there is anxiety in the tourism sector, there remains potential for attracting repeat visitors, particularly among those who genuinely enjoy Japan [19].