Officials said the strategy aligns with research from China Trading Desk, a marketing and research firm specializing in Chinese consumers, which has found that Chinese outbound travelers rely heavily on social media for inspiration and trustworthy travel advice.

Over 30% of expected China–Japan trips between mid-Nov and year-end have been cancelled. Around 70% of the hit is from active cancellations/date changes; the rest is a collapse in new bookings. Estimate Chinese spending in Japan could fall by $0.5–1.2B over this period – with hundreds of millions in luxury purchases simply not happening Crucially, demand isn’t disappearing – it’s being re-routed to destinations like Singapore, South Korea, Thailand, Malaysia and Vietnam.

According to Singapore-based travel marketing and technology firm China Trading Desk, cancellations and rebookings indicated that departures to Japan over the next few weeks were down by more than 30 per cent compared with last week. And the impact was said to be concentrated in bookings before January.

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