The weaker yen has sparked a rebound in US and European tourists that is exceeding pre-pandemic levels, but with their own currency also weaker, the exchange rate does not appear to be a drawcard for Chinese tourists. Neither is the frenzied shopping that was their hallmark, said CLSA Japan strategist Nicholas Smith.
“There have been changes over the last few years to their ability to buy Japanese products in China, so they don’t actually have to travel to do it,” he added, referring to the proliferation of shops selling these goods in the mainland.
Some Japanese retailers say the Chinese tourists who do visit appear to be more discerning.
Komehyo, a major retailer of second-hand luxury goods, said that sales to Chinese visitors have been on the upswing since April, and Isetan Mitsukoshi is seeing a shift from mass cosmetics purchases toward experience-based services.
“Now they are more likely to sit down for a skin consultation and then buy products tailored to their needs,” the spokesperson said.
Japan Tourism Agency commissioner Ichiro Takahashi told reporters on Tuesday that Chinese group tourism is expected to gain momentum through the September to October autumn months.
A severe labour crunch, however, may hamstring Japan’s ability to get the most out of this rebound.
More than three-quarters of restaurants and hotels reported a shortage of temporary workers in April, according to the most recent survey by researcher Teikoku Databank.
“Even if they want to accept Chinese group tourists, they may not be able to,” said Yayoi Sakanaka, a senior economist at Mizuho Research & Technologies.