China’s outbound tourism landscape is undergoing significant transformations, with a noticeable shift in destination preferences across the ASEAN region and Northeast Asia. While countries like South Korea, Vietnam, and Thailand have long been popular among Chinese travelers, Japan is now emerging as a prominent addition to this cluster. This realignment is driven by evolving traveler interests, shifting economic factors, and strengthened bilateral travel agreements. The decline in Chinese tourist numbers to traditional hotspots such as Thailand contrasts sharply with the steady rise in arrivals to Japan, which is capitalizing on its cultural allure and improved connectivity.

Key dynamics influencing this trend include:

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