Japan Sets Record for Inbound Tourists in February Amid Decline in Chinese Visitors

In February 2026, Japan experienced a significant increase in inbound tourism, with a total of 3.46 million visitors, marking a 6.4% rise from the previous year and setting a new record for the month, according to the Japan National Tourism Organization (JNTO). This surge was attributed in part to the Lunar New Year holiday occurring in February, which attracted more tourists compared to the previous year when it fell in late January. However, this record was overshadowed by a notable decline in visitors from China, which dropped 45.2% to approximately 396,400, continuing a trend of decreasing numbers for the third consecutive month.

The Straits TimesReutersChinese Visitors to Japan Down 45 Pct in Feb.CNBC

The decline in Chinese tourists has been linked to ongoing diplomatic tensions between Japan and China, particularly following comments made by Japanese Prime Minister Sanae Takaichi regarding Taiwan. Despite this downturn, South Korea emerged as the largest source of visitors, with arrivals increasing by 28% to 1.08 million. Additionally, Taiwan saw a 37% rise in visitors, totaling 693,600 in February. The Kawazu Sakura Festival, known for its early-blooming cherry blossoms, attracted around 630,000 attendees, the highest since 2022, largely due to an influx of domestic tourists and those from Taiwan.

ReutersThe Straits TimesCNBCChinese Visitors to Japan Down 45 Pct in Feb.

Analysts have noted that while the absence of Chinese tourists—who are typically high spenders—poses challenges, Japan's tourism sector benefits from a diversified portfolio. This diversification has allowed other regions to attract visitors, with places like Fukushima gaining popularity among Taiwanese tourists and South Korean visitors favoring golf courses and hot springs in Ehime prefecture. Overall, inbound arrivals to Japan are currently about 34% above pre-pandemic levels, with tourism revenue increasing even faster due to higher spending per visitor, driven by a weaker yen.

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Despite the positive overall trends, the decline in Chinese tourists has raised concerns among local businesses that heavily relied on this demographic. Areas traditionally frequented by Chinese visitors, such as Kyoto and Osaka, have felt the impact more acutely. Hoshi Mori, director of the Kawazu tourism association, acknowledged the noticeable drop in Chinese attendance at local events, emphasizing the need for strategies to attract a broader range of international visitors.

Reuters

While the overall tourism numbers reflect a robust recovery, discrepancies exist regarding the impact of the decline in Chinese visitors. Some reports indicate that the overall tourist numbers were only down 4.9% year-on-year in January, while others highlight a more significant drop in specific regions reliant on Chinese tourism. The long-term effects of these trends on Japan's tourism landscape remain to be seen.

CNBC

• “ Kamble said that while Chinese tourists represent one of Japan's most valuable inbound markets, being high spenders in retail, hospitality, and luxury goods, Japan has historically had a diversified tourism portfolio, which provides a level of resilience.” — Zilmiyah Kamble, Senior Lecturer in Hospitality and Tourism Management at James Cook University.

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