Japan and China both lifted their Covid-related border restrictions relatively late, with Japan doing so in October 2022 and China following suit in January 2023. However, despite these similar timelines, the post-pandemic recovery trajectories of these two countries have taken drastically different paths.
Japan has found itself in the spotlight as a top travel destination, consistently ranking high on many “Best Places to Travel” lists. The country has been welcoming over 3 million international travelers each month since March, surpassing pre-pandemic levels. This surge in popularity can be attributed to the Japanese government’s initiatives to enhance traveler experiences and simplify the travel process for international visitors.
On the other hand, China is experiencing a slower return of international visitors compared to Japan. Despite a 130% year-on-year increase in foreign visitors from January to July, arrivals are still significantly below pre-pandemic levels. China’s expansion of visa-free policies has spurred demand to visit, with over half of arriving travelers in the first half of 2024 coming from countries with such arrangements.
Flight capacity into China is still below pre-pandemic levels from many countries, with notable decreases from the United States. Geopolitical tensions, as well as the Chinese government’s tightening grip on societal regulations, are causing discomfort for foreign travelers. Additionally, a Pew Research Center report shows that many countries, including the United States, Germany, the United Kingdom, and France, hold largely unfavorable views of China.
Challenges of Navigating China as a Foreign Traveler
One of the challenges that foreign travelers face in China is the shift towards more online payment and booking systems. This may pose difficulties for travelers who are unfamiliar with popular Chinese software like WeChat. Overcoming these obstacles is crucial for China to attract foreign visitors back and revive its inbound tourism industry.
The Future of Travel for Japan and China
As Japan continues to grapple with issues of overtourism and strain on its labor market, China faces the task of rebuilding its tourism industry in the face of geopolitical tensions and unfavorable views from major travel spenders. Both countries have unique challenges to overcome in order to navigate the post-pandemic travel landscape successfully.