According to the Kyoto City Tourism Association, in March 2025 alone, the total number of overnight stays by Japanese tourists in Kyoto hotels dropped by 16.1% year-on-year, to around 300,000 nights.
In Tokyo, the numbers are even more striking.
The Japan Tourism Agency's 2024 accommodation statistics show that more than half of all overnight guests in Tokyo last year were foreign nationals.
Japan’s Ministry of Foreign Affairs recently reported that the number of visas issued to foreign nationals in 2024 surged by 73% compared to the previous year.
Of these, a staggering 5.24 million were granted to Chinese travelers—double the figure from last year and accounting for 70% of the total.
According to Chinese travel platforms Trip.com and Qunar, Japan was the top outbound destination for Chinese tourists during this year’s May Day holiday. Osaka and Tokyo ranked first and second respectively, and bookings for private car tours in Japan rose by 60% year-on-year.
Why are Japanese people suddenly less interested in domestic travel?
*First, it’s become too expensive.
Due to the exchange rates, Japan now feels cheaper for Chinese tourists than it did before the pandemic. But for Japanese residents, prices have soared.
In Tokyo, the average hotel rate in 2024 reached 29,600 yen (about USD 207), a 55% increase compared to pre-pandemic levels.
*Second, it’s too crowded.
In autumn 2024, the number of Japanese visitors to Kyoto’s Kinkaku-ji Temple dropped by 19%, and the Philosopher’s Path saw a 14% decline in local tourists. Meanwhile, Chinese tourist numbers at these locations surged by 20%-40%.
*Third, Japan’s major cities no longer feel authentically “Japanese.”
In Tokyo’s Ginza district, most shop assistants speak Mandarin. In ramen shops, customers are encouraged to leave a review on Chinese platforms like Dianping. At Asakusa Temple, Chinese tourists in rented kimonos are busy posting on Xiaohongshu (RedNote), a Chinese social media app.
*Lastly, the overall travel experience has deteriorated.
Reports from the Kyoto municipal government and the Hokkaido Tourism Authority note that locals are increasingly complaining about traffic congestion, noisy crowds, overbooked services, and chaotic pricing in tourist areas.
