Core Insights - The article discusses the contrasting trends in China's outbound tourism market during the National Day holiday, highlighting Japan's surge in popularity compared to Thailand's decline in attractiveness [4][6]. Group 1: Outbound Tourism Trends - Approximately 2 million people are expected to travel abroad during the holiday, an increase from 1.87 million last year [4]. - Japan has emerged as the top destination for outbound travel, with search interest nearly doubling compared to the previous year [4][6]. - In contrast, Thailand has seen a significant drop in Chinese tourists, with a 35% decrease in visitors compared to the same period last year [6][8]. Group 2: Visitor Demographics and Growth - Japan's inbound tourism market is experiencing robust growth, with a 102.9% year-on-year increase in expected visitors by 2025, reaching 319.1 million [6]. - The largest sources of tourists to Japan are from mainland China (6.71 million) and South Korea (4.75 million), indicating a diverse visitor base [5][6]. - Emerging markets such as Indonesia (77.8% growth) and Russia (100% growth) are contributing to Japan's tourism expansion [5]. Group 3: Safety and Value Perception - Safety concerns have significantly impacted Thailand's tourism, with many potential travelers expressing fears over scams and crime [8][9]. - Japan's higher safety ratings and favorable exchange rates have made it a more attractive option for travelers, with a reported average spending of 238,700 yen (approximately 11,600 RMB) per visitor [11][12]. - The shift towards value-driven travel is evident, as tourists prioritize cost-effective options over luxury purchases [11][12]. Group 4: Destination Diversification and Experience - There is a growing trend towards "decentralization" in travel, with tourists exploring lesser-known destinations in Japan, such as Fukuoka and Izu Peninsula [14][15]. - The demand for deep experiential travel is rising, with significant increases in bookings for destinations that offer unique cultural experiences [15][17]. - This trend is not limited to Japan, as global destinations are also seeing a shift towards more personalized and immersive travel experiences [15]. Group 5: Chinese Enterprises in Japan - Chinese companies are transitioning from single-point strategies to comprehensive service ecosystems in Japan's tourism sector [19][20]. - The collaboration between Chinese payment platforms and Japanese merchants is enhancing the travel experience for Chinese tourists [19]. - Despite challenges, such as labor shortages and high operational costs, Chinese restaurant brands are attempting to establish a foothold in the Japanese market [23][24]. Group 6: Future Outlook - The competition in Japan's tourism sector will increasingly focus on balancing profitability with expansion, as companies must adapt to local regulations and consumer preferences [27].

Core Insights - The article highlights the contrasting trends in China's outbound tourism during the National Day holiday, with Japan experiencing a surge in popularity while Thailand faces a decline in visitor numbers [4][7]. Group 1: Outbound Tourism Trends - Approximately 2 million people are expected to travel abroad during the holiday, an increase from 1.87 million last year [4]. - Japan has become the top destination for outbound travel, with search interest nearly doubling compared to last year [5][6]. - In contrast, Thailand has seen a significant drop in Chinese tourists, with a 35% decrease in visitors compared to the previous year [7][9]. Group 2: Japan's Tourism Growth - Japan's inbound tourism has shown robust growth, with 3.191 million foreign visitors in August 2025, and a total of 28.38 million visitors in the first eight months of 2025, including over 6.71 million from China [5][7]. - Emerging markets such as Indonesia and Russia have shown remarkable growth rates of 77.8% and 100% respectively [5][6]. - The overall attractiveness of Japan as a travel destination is increasing, with a diverse range of visitor sources contributing to this trend [7]. Group 3: Thailand's Tourism Challenges - Thailand's tourism is suffering due to safety concerns, with many potential visitors expressing fears about scams and crime [9][10]. - The Thai tourism board's efforts to revitalize interest through local promotions have not yielded significant results, with a projected 24% decrease in Chinese visitors during the holiday period [7][9]. - The decline in Thailand's appeal has led to a shift in tourist preferences towards destinations with better safety records and more favorable visa policies [9][10]. Group 4: Changing Consumer Behavior - Chinese tourists are increasingly focused on value for money, with a shift from high-spending shopping sprees to more practical travel experiences [10][11]. - The average spending per tourist in Japan has slightly decreased, reflecting a preference for budget-friendly shopping options [11][13]. - The devaluation of the yen has made Japan a more attractive destination in terms of cost, further driving this trend [10][11]. Group 5: Destination Diversification - There is a growing trend towards "decentralization" in travel, with tourists exploring lesser-known destinations in Japan, such as Fukuoka and the Izu Peninsula [15][16]. - The efficient transportation network in Japan supports this trend, allowing easy access to non-traditional tourist spots [16]. - The rise of deep experience tourism is evident, with significant increases in bookings for destinations that offer unique cultural and experiential opportunities [15][19]. Group 6: Chinese Companies in Japan - Chinese companies are expanding their presence in Japan's tourism sector, creating a comprehensive service ecosystem that covers the entire travel experience [22][23]. - Payment solutions are being adapted to meet the needs of Chinese tourists, with major Japanese payment providers partnering with WeChat Pay [22][23]. - The restaurant sector is also seeing growth, with Chinese dining brands entering the Japanese market, although they face challenges related to labor shortages and operational costs [25][26]. Group 7: Future Outlook - The competition in Japan's tourism market will increasingly focus on balancing profitability with expansion, as companies seek sustainable operational models [29]. - Understanding and adapting to local regulations will be crucial for Chinese enterprises aiming to establish a long-term presence in Japan [29].