China Inbound Measures Complete Sales UP Guide 2025! Attract tourists with the latest trends and best practices!
The number of Chinese tourists is expected to explode by 2025. Wouldn't you like to capture this huge market and dramatically increase your sales? This article provides a complete guide to Chinese inbound countermeasures for 2025, including the latest trends and best practices.
It covers everything from basic knowledge to practical know-how on market changes after the Corona Disaster, future prospects, and effective promotional channels. In particular, it details the growing interest in experiential and sustainable tourism, as well as the latest digital marketing strategies such as WeChat mini-programs, TikTok, and KOL marketing. Furthermore, by introducing specific success stories of attracting tourism to local cities, attracting customers to restaurants, and improving hotel services, the book provides practical tips that can be used starting tomorrow.
In addition to specific measures such as multilingual support, mobile payment, and use of SNS for China, the guide also provides cost estimates. This is a complete guide to accurately grasping the needs of Chinese tourists and increasing sales. After reading this article, you will have a strategy for success in the Chinese inbound market in 2025!
1. current status of China's inbound market and outlook for 2025
The inbound market was devastated by the global outbreak of the new coronavirus infection. In particular, the number of tourists from China plummeted, and the Japanese economy was severely impacted.
However, signs of recovery are beginning to emerge in 2023 with the relaxation of waterfront measures and the resumption of air traffic. So how will the Chinese inbound market change in the future? This article details the current situation after the Corona disaster and the outlook for 2025.
1.1 Changes and recovery status after the Corona disaster
Due to the pandemic that began in early 2020, the number of Chinese tourists visiting Japan dropped to almost zero. Tourism-related industries suffered tremendous damage, forcing many companies to go bankrupt or downsize.
However, the number of visitors to Japan has been gradually recovering since the beginning of 2023, when the Chinese government eased restrictions on overseas travel. Statistics from Japan National Tourism Organization (JNTO)Japan National Tourism Organization (JNTO)According to the "Mere Old Man", the number of Chinese visiting Japan is on the rise and is on the way to full recovery.However, it is expected to take more time to return to pre-corona disaster levels.
In addition, after the Corona Disaster, changes can be seen in the travel style of Chinese people. A shift from group travel to individual travel, an increase in demand for travel to rural areas, and a growing interest in experience-based tourism are notable. Inbound measures are required to respond to these changes.
1.2 Market Forecast and Growth Opportunities to 2025
With the growth of the Chinese economy and the expansion of the middle class, demand for overseas travel by Chinese nationals is expected to continue to increase. Japan, in particular, continues to be a popular travel destination due to its geographic proximity and cultural affinity.It has been pointed out that by 2025, the number of Chinese visiting Japan may surpass the pre-Corona disaster level and reach an all-time high.
In addition, the "One Belt, One Road" concept promoted by the Chinese government and the hosting of international events such as the 2022 Beijing Winter Olympics and Paralympics and the Hangzhou Asian Games will also be factors that will encourage Chinese nationals to travel overseas. By seizing these opportunities and implementing effective inbound measures, significant business opportunities may be captured.
| (data) item | status quo | Outlook for 2025 |
|---|---|---|
| Number of people visiting China | Recovery is underway, but has not reached pre-Corona disaster levels | Possibility of exceeding the pre-Corona disaster level and reaching a new record high. |
| Travel Style | Increased demand for independent travel, travel to rural areas, and experiential tourism | Further diversification, luxury, and growing interest in sustainable tourism |
| consumption trend | Increased demand for experiential consumption and high value-added products | Further increase in spending, increased demand for personalized travel experiences |
Based on these projections, appropriate inbound measures will attract Chinese tourists and improve sales.For example, it is important to take specific measures such as information dissemination using WeChat, Weibo, and RED, which are popular SNS platforms in China, introduction of mobile payment services Alipay and WeChat Pay, and multilingual support. We must keep a close eye on future market trends and be flexible in our responses.
2. basic knowledge of China inbound measures
In order to effectively implement China inbound measures, it is important to first understand the characteristics and needs of Chinese visitors to Japan, effective promotion channels, and cultural differences and points to note. With this basic knowledge, a more effective strategy can be developed.
2.1 Characteristics and Needs of Chinese Visitors to Japan
Chinese visitors to Japan can be broadly divided into FIT (individual travelers) and group travelers; FITs are on the rise, especially among the younger generation, and tend to make their own travel plans and focus on hands-on sightseeing and shopping. Group travelers, on the other hand, still account for a certain percentage of the total, and tend to focus on efficiently touring major tourist destinations. In recent years, there has also been an increase in the number of travelers seeking high-spending opportunities, especially among the wealthy.
The needs of Chinese visitors to Japan are diversifying and include the following points
- Unique Japanese Cultural ExperiencesThe tour includes: experiencing traditional culture, pilgrimages to sacred places of Japanese anime and manga, etc.
- High quality products and servicesThe trust in Japanese products is high, and many people visit Japan in search of high quality products and services.
- Comfortable travel experienceThe demand for a comfortable travel experience: clean environment, smooth transportation, multilingual support, etc. is increasing.
- Spots for social networking: Many people enjoy taking photos and videos and sharing them on social networking services, and photogenic spots are popular.
It is important to understand these needs and tailor measures to the target audience. For example,Japan National Tourism Organization (JNTO)website provides statistical data on inbound travelers and information on market trends. Use this information to analyze the needs of your target audience and consider effective countermeasures.
2.2 Effective Promotion Channels
Promotion to the Chinese market should utilize the platforms used in China. The main channels are as follows
| channel | feature | How to use |
|---|---|---|
| China's largest social networking application. It has not only messaging functions, but also payment functions, mini-programs, and many other features. | Establish an official account to disseminate information, distribute coupons, and communicate with customers. | |
| A microblogging service like a Chinese version of Twitter. High information diffusion power. | Open a corporate account to disseminate campaign and tourism information. Influencer marketing is also effective. | |
| RED (Little Red Book) | An EC platform centered on word-of-mouth. It gathers word-of-mouth information on a variety of products and services, including beauty, fashion, and travel. | Post reviews of products and services and work with influencers to promote them. |
| Douyin/TikTok | Short video platform. Popular mainly among young people. | Create attractive video content to promote tourist attractions and products. |
| OTA (Online Travel Agent) | Many people book their trips via Chinese OTAs such as Ctrip (携程旅行網), Fliggy (飛猪旅行), and Tongcheng-Elong (同程旅行). | Partner with OTA to list their products. |
Effective use of these channels can maximize your reach to the Chinese market. For example,Support for inbound promotion to ChinaYou may also want to consult with companies that offer such services.
2.3 Cultural differences and points to note
Because of the differences in culture and customs between China and Japan, care must be taken when dealing with Chinese tourists. The main points to note are as follows
- communication styleChinese people: Chinese people tend to prefer direct expressions compared to Japanese people. Also, since their culture emphasizes negotiation, you may need to consider negotiating prices.
- dining manners: In Japan, it is considered bad manners to eat noodles by making noise, but in China, it is common to eat noodles by making noise. It is important to understand these cultural differences and try to be tolerant.
- money senseCashless payment is widespread in China, and many people do not carry cash. Support for mobile payment is a must.
- Major holidays such as Chinese New YearChinese New Year is the biggest holiday in China, and many Chinese travel during this period. Promotions timed to coincide with this period can increase the effectiveness of attracting customers.
Understanding these cultural differences and precautions, and responding appropriately, can increase the satisfaction of Chinese tourists and lead to repeat business. For example,For Chinese tourists visiting JapanIt is also effective to provide training to employees by referring to customer service manuals of
China Inbound Measures: Latest Trends 2025
The Chinese inbound market is expected to undergo further change and growth toward 2025. In order to implement effective inbound measures, it is essential to understand the latest trends and reflect them in your strategies. This section describes the major trends in China inbound measures for 2025.
3.1 Trend 1: Increased demand for experiential tourism
In recent years, Chinese people's travel style has shifted from "goods consumption" to "things consumption. Demand is rising for experience-based tourism that is not simply a tour of tourist attractions, but rather a chance to experience the unique culture and lifestyle of a particular region. For example, pottery making, tea ceremony, kimono dressing, farming, and participation in local festivals are gaining popularity. Travelers are seeking special memories and emotions, and are increasingly seeking deeper, more personal experiences.
Providing visitors with an experience that is not merely a tour of tourist attractions, but also a taste of the local culture and lifestyle, can increase the satisfaction of Chinese tourists.
3.2 Trend 2: Growing interest in sustainable tourism
As awareness of environmental issues grows, so does interest in sustainable tourism. More and more travelers are placing emphasis on eco-friendly accommodations, tours, and contributions to local communities.
By offering sustainability-conscious services, such as eco-tours, participation in environmental protection activities, and serving food made with locally grown ingredients, the hotel can resonate with Chinese tourists, who are highly environmentally conscious.
Ministry of the Environment: Ecotourism
3.3 Trend 3: Evolution of Digital Marketing
In China, a unique digital ecosystem is developing, and an effective digital marketing strategy is essential. In particular, information gathering and booking is dominated by mobile devices.
3.3.1 WeChat mini-program utilization
The WeChat Mini Program is a lightweight application available within the WeChat application. With a variety of functions such as reservation function, membership card, coupon distribution, and information dissemination, it is an important tool for strengthening contact with Chinese tourists.The WeChat mini-program simplifies the reservation process and increases customer engagement.
3.3.2 Douyin (TikTok) Marketing
Douyin (TikTok), a short video platform, is highly popular, especially among young Chinese.By distributing engaging video content, you can expand your reach to potential customers and increase brand awareness.
3.3.3 KOL Marketing
Marketing through influencers, known as Key Opinion Leaders (KOLs), is also effective.KOLs have a large number of followers and are highly influential, helping to raise awareness of their products and services and encourage purchasing.
3.4 Trend 4: Personalized travel experiences
As travelers' needs diversify, demand for personalized travel experiences is increasing. There is a need to offer travel plans and customized services tailored to the tastes and interests of individual travelers.
Personalization through the use of technology, such as AI-based recommendation functions and multilingual support through chatbots, will lead to higher customer satisfaction.
| trend | Contents | counter-measure |
|---|---|---|
| hands-on tourism | Participation in cultural experiences and activities | Holding workshops and planning hands-on tours |
| sustainable tourism | Environmental Consideration, Contribution to Local Communities | Eco-tour, local production for local consumption |
| digital marketing | WeChat, Douyin, KOL utilization | SNS operation, influencer marketing |
| personalization | Responding to individual needs | AI utilization, multilingual support |
Based on these trends, effective inbound measures tailored to the needs of targeted Chinese tourists can be expected to attract more customers and increase sales.Japan Tourism Agency
Learning from Successful Cases China Inbound Measures
By analyzing actual successful cases, you can gain a concrete understanding of effective China inbound measures and consider applying them to your own business. Here we will introduce successful case studies in various industries.
4.1 Case Study 1: Attracting Tourism to Local Cities
Matsuyama City in Ehime Prefecture has successfully attracted tourists from China by utilizing Chinese-language tourism information websites and SNS such as Weibo and WeChat, and by strengthening cooperation with local travel agencies. In particular, by promoting spots related to "Botchan" in addition to historical tourist resources such as Dogo Hot Springs and Matsuyama Castle, the city increased the interest of Chinese visitors.
Another important factor was the development of an acceptance system that included the assignment of Chinese-speaking staff, multilingual signage, and support for mobile payment systems.As a result of these measures, the number of Chinese tourists in Matsuyama was on the rise before the Corona disaster.
Reference:Matsuyama City Tourism Official Website
4.2 Case Study 2: Strategies to attract customers to restaurants
Kinryu Ramen, a ramen restaurant in Osaka City, has been successful in attracting Chinese tourists by offering a Chinese menu, introducing mobile payment methods such as Alipay and WeChat Pay, and by staffing the restaurant with Chinese-speaking staff.
Particularly,Its reputation on word-of-mouth websites and social networking sites has spread among Chinese people, and it has established itself as a popular restaurant.In addition, the restaurant is also recognized for its ability to meet diverse needs by offering vegetarian and halal menus.
4.3 Case Study 3: Hotel Service Improvement
Hoshino Resort has implemented a wide range of China inbound measures, including building a Chinese-language website and reservation system, assigning Chinese-speaking staff, and promoting the resort using popular SNS in China.
Also,The hotel's attention to Chinese culture, such as offering Chinese tea as a welcome drink and holding events in conjunction with Chinese national holidays, is also highly appreciated.These efforts have been successful, leading to higher satisfaction levels among Chinese tourists and attracting repeat customers.
Reference:Hoshino Resort Official Website
4.4 Case Study 4: Providing Experiential Tourism
The Matcha Farm in Uji City, Kyoto Prefecture, offers a tour of the matcha production process, matcha tasting, and a tea ceremony experience,It is gaining popularity by offering a variety of hands-on programs for foreign visitors to Japan.
By preparing Chinese-language websites and pamphlets and assigning Chinese-speaking guides, we are increasing the satisfaction level of Chinese tourists. Through these efforts, we are providing valuable opportunities to experience traditional Japanese culture and attract repeat visitors.
4.5 Case Study 5: Sales Promotion on an E-Commerce Site
Japanese cosmetics manufacturers are strengthening their presence in the Chinese market by opening stores on Tmall, China's largest e-commerce platform.We are increasing sales by developing a strategy focused on the Chinese market, such as introducing products in Chinese, providing customer support, and developing a delivery system in China.In addition, the company aims to further attract customers through promotions using KOLs (Key Opinion Leaders) and sales coinciding with Chinese national holidays.
| case | type of industry | Main measures | results |
|---|---|---|---|
| Matsuyama City, Ehime Prefecture | sightseeing | Multilingual support, use of SNS, collaboration with travel agencies | Increase in the number of Chinese tourists |
| Kinryu Ramen | eating and drinking | Multilingual menus, introduction of mobile payment, word-of-mouth measures | Success in attracting Chinese tourists |
| Hoshino Resort | Hotel | Multilingual support, cultural awareness, SNS promotion | Improve customer satisfaction and attract repeat customers |
| green tea plantation | sightseeing | Provide hands-on programs, multilingual support | Gaining popularity and repeat customers |
| Japanese cosmetics manufacturers | EC | Tmall store openings, KOL utilization, China-specific strategies | Sales increase |
5. a practical guide to taking inbound measures in China to increase sales
As the Chinese inbound market is expected to recover and grow, it is important to implement effective measures and link them to sales. This section provides a multifaceted explanation of practical China inbound countermeasures.
5.1 Multilingual support
For tourists who do not understand Chinese, the language barrier is a major barrier. Multilingual support is an important measure that directly improves customer satisfaction.
5.1.1 Multilingualization of the website
Your website is the first important source of information that customers access. In addition to Chinese (simplified and traditional) language support, consider making your website multilingual, including English.A multilingual website will help you reach more potential customers and improve reservation rates.It is important to keep the translation accuracy high and to check it by Chinese speakers.
For example,TransifexEfficient website translation can be achieved by utilizing translation platforms such as
5.1.2 Multilingualization of menus
Restaurants and retail stores must make their menus multilingual. In addition to Chinese, consider multilingual signage in English, Korean, and other languages.
By adding photos and illustrations, it is easier for customers to understand the food even if they do not understand the language, thus lowering the hurdle to ordering.Provide menu translation servicesFour Seasons Co.High-quality translations can be achieved by hiring a specialized company such as
5.2 Support for mobile payment
Mobile payment is the mainstream in China, and Alipay and WeChat Pay are essential payment methods for China inbound.
5.2.1 Introduction of Alipay (支付宝)
Alipay is the most popular mobile payment service in China.The introduction of this system will increase convenience for Chinese tourists and encourage them to make purchases.
5.2.2 Introduction of WeChat Pay
WeChat Pay is another mobile payment service widely used in China.WeChat Pay can also be used as a marketing tool because it is linked to the huge WeChat platform.
| Settlement Method | Advantages |
|---|---|
| Alipay | China's largest mobile payment service. Can reach a wide range of users. |
| WeChat Pay | Marketing effectiveness through integration with WeChat. |
5.3 Use of SNS for China
Instagram, Youtube, Twitter, and Facebook are not available in China. In order to disseminate information and promote your business, you will need to utilize social networking services used in China.
5.3.1 Weibo Operation
Weibo is a popular SNS, also known as the Chinese version of Twitter.It can be used for a wide range of purposes, including information dissemination and campaign announcements.
5.3.2 WeChat official account operation
WeChat is the most used messaging application in China. By opening an official account,It enables direct communication and information distribution with customers.
5.3.3 RED (Kohoku Sho) Utilization
RED is a social commerce platform centered on word of mouth.Product reviews and travel experiences are shared to reach users with high purchasing intent.
5.4 Improving the Customer Experience
Providing a pleasant travel experience is essential to attracting repeat customers.
5.4.1 Provision of free Wi-Fi
Free Wi-Fi is an essential service for international visitors.Providing a comfortable Internet environment enhances customer satisfaction.
5.4.2 Multilingual staffing
By assigning Chinese-speaking staff,Facilitates communication and eliminates customer concerns.
5.4.3 Chinese-language signage
By having information displays in the facility in Chinese,We support Chinese tourists to move smoothly through the facility.
5.5 Approximate cost for measures
The cost of each measure varies depending on the size and content of the business. Please grasp the market price and select appropriate measures according to your budget.
| counter-measure | Cost Estimate |
|---|---|
| Multilingualization of the website | Tens of thousands to hundreds of thousands of yen |
| Multilingualization of menus | Thousands of yen to tens of thousands of yen |
| SNS operation agency | Tens of thousands to hundreds of thousands of yen/month |
5.6 I want Chinese tourists to come! But what if I want them to behave?
In order to make Chinese tourists feel comfortable, it is important to educate them on good manners. Here are two effective methods.
5.6.1 Make sure to communicate the store's rules in Chinese with multilingual signage.
By describing the rules and manners of the restaurant in Chinese in an easy-to-understand manner, we prevent misunderstandings and promote smooth communication. For example, clearly communicate rules such as no smoking and no photography.
5.6.2 Use easy-to-understand infographics (figures, tables, and illustrations), not just text!
Information that is difficult to convey through text alone can be made easier to understand visually through the use of infographics. For example, illustrations showing how to separate trash or how to use the restroom can effectively convey information beyond language barriers.
Estimated cost for countermeasures
The cost of implementing China inbound measures may be a concern. Costs vary greatly depending on the measures taken. Here, we explain the approximate costs of major measures.
6.1 Multilingualization of the website
Making your website multilingual is essential to attract Chinese-speaking customers. Translation costs vary depending on the translation company and freelance translator, but generally range from a few yen to several tens of yen per character. It also varies depending on the size and content of the website.
For example, translating a website with 1,000 characters per page into Chinese may cost several thousand yen to several tens of thousands of yen. In addition, the cost of installing a multilingual CMS and the cost of multilingual SEO are also to be considered.
| (data) item | Cost Estimate |
|---|---|
| Translation cost (per character) | 1.5 to 10 yen |
| Translation cost of 1,000 words per page | 1,500 to 20,000 yen |
| Multilingual CMS implementation costs | 50,000 - 2,000,000 yen |
| Multilingual SEO Cost | 50,000-1,000,000 yen/month |
*For exact costs, ask the translation or production company for an estimate.
6.2 Multilingualization of menus
Multilingualization of menus is important for restaurants and retail stores. Translation costs vary depending on the number and content of menu items and the language in which they are translated. Simple translations may be available for as little as a few thousand yen, but may be more expensive if they include specialized terminology. Design and printing costs will also be charged separately.
| (data) item | Cost Estimate |
|---|---|
| Translation Fees | Thousands of yen to tens of thousands of yen |
| Design cost | Thousands of yen to tens of thousands of yen |
| Printing cost | Several hundred yen to several thousand yen per copy |
Choose the best vendor for your menu content and design.
6.3 SNS operation agency
6.3.1 Weibo (Weibo) Operation Agency
6.3.2 WeChat official account management services
6.3.3 Agency for RED (Kohoku Sho) Utilization
SNS operation for China requires specialized knowledge and skills. For this reason, more and more cases are being handled by agencies. The cost varies greatly depending on the agency, but is typically several tens of thousands of yen to several hundred thousand yen per month. Costs vary depending on the frequency and content of posts, the scope of account management, and other factors. In addition, initial costs and advertising operation costs must also be considered.
| (data) item | Cost Estimate |
|---|---|
| Monthly operation cost | Tens of thousands to hundreds of thousands of yen |
| Initial cost | Tens of thousands to hundreds of thousands of yen |
| Advertising operation costs | special |
When selecting an agency, focus not only on performance and cost, but also on responsiveness and ability to make proposals.
These costs are estimates only.It is important to request quotes from each vendor for specific costs and to consider the cost according to your company's budget and needs. In addition, being aware of cost-effectiveness and selecting the most appropriate measures are the keys to success for China inbound measures.
7. we want Chinese tourists to visit us! But what if I want them to mind their manners?
The increase in the number of Chinese tourists will lead to expanded business opportunities, but some businesses may be concerned about etiquette issues due to cultural differences. How should rules and manners be communicated to maintain a welcoming mood and achieve smooth communication?
This chapter explains how to communicate effectively and how to prevent problems.
7.1 Make sure to communicate the store's rules in Chinese with multilingual signage.
The first important thing is to clearly communicate the store's rules in Chinese. Many Chinese tourists will not understand if you use only Japanese.Use clear and concise expressions in Simplified ChineseThe key is to
Native checking, as well as translation tools, can make Chinese notation more natural and accurate.
Specifically, the following points should be clearly stated in Chinese
- For restaurants: Distinction between non-smoking and smoking areas, prohibition of leftover food, refraining from loud conversations, strict adherence to reservation times, etc.
- For accommodations: check-in and check-out times, smoking rules in the building, noise precautions, prohibition of taking amenities home, etc.
- For retail stores: how to use fitting rooms, merchandise return and exchange policies, whether or not photographs may be taken, etc.
7.2 Use easy-to-understand infographics (figures, tables, and illustrations), not just text!
In addition to textual information, the use of infographics, which are easy to understand visually, is also very effectiveIt is. By using illustrations and pictograms, the rules can be understood intuitively, transcending language barriers.
For example, visual representations of non-smoking symbols, trash separation instructions, and restroom usage can reduce misunderstandings and problems.
Below are some tools to help you create an infographic.
7.2.1 Specific examples of infographic applications
| scene | How to use infographics |
|---|---|
| Prevention of leftovers in restaurants | Illustration of the right amount of food, along with a message to reduce leftovers |
| Request for quiet at the hotel | Visual representation of quiet times and acceptable volume levels |
| No littering in tourist areas | Clearly illustrate where trash cans are located and how to separate trash. |
| Toilet Usage | Illustrate how to use Japanese and Western-style toilets |
| Wi-Fi password guide | Display Wi-Fi SSID and password with QR code |
These innovations will help create an environment in which Chinese tourists feel comfortable while also following the rules of the restaurant.
Careful guidance and easy-to-understand informationis also an important factor in improving customer satisfaction. With the increase in the number of foreign visitors to Japan, let's raise awareness of multilingual support and cross-cultural understanding to achieve better hospitality. Specific examples areInbound case studies from the Japan Tourism Agency, Ministry of Land, Infrastructure, Transport and Tourismis also helpful.
8. summary
This article provides a comprehensive overview of China inbound measures for 2025, including the current market situation and outlook, the latest trends, successful case studies, and specific practices. The Chinese inbound market, which is on the road to recovery after the Corona Disaster, is experiencing new trends such as growing interest in experiential tourism and sustainable tourism, and the evolution of digital marketing. It is important to capture these trends and promote them effectively through the WeChat mini-program, TikTok, Weibo, RED, and other China-oriented platforms.
In order to improve sales, it is essential to support multiple languages, mobile payment (Alipay, WeChat Pay), and SNS operation for China.
Consider improving the customer experience by providing free Wi-Fi, assigning multilingual staff, and displaying information in Chinese. For smooth communication, store rules should be communicated in multilingual notation (especially in Chinese), and easy-to-understand infographics with diagrams and illustrations are also effective. By taking these measures, you can increase the satisfaction of Chinese tourists and attract repeat customers. With an eye on the future growth of the Chinese inbound market, take proactive measures to maximize your business opportunities.
