Thailand Recovers as Japan’s Safety Perception Falls Among Chinese Travellers

Why It Matters

The reversal reshapes outbound tourism flows from China, steering demand toward Southeast Asia and away from Japan, which could reshape regional revenue streams and compel Japanese operators to overhaul safety messaging.

Key Takeaways

• Japan’s safety rating fell to 37%, its lowest since 2023.
• Thailand’s unsafe rating dropped to 34%, a five‑year low.
• Older Chinese travelers now view Japan as unsafe, unlike younger cohorts.
• 56% of respondents plan to spend more on experiences during Labour Day.
• 39% willing to pay up to 5% extra for wellness travel.

Pulse Analysis

Chinese outbound travel is increasingly driven by perceived safety, a trend amplified by recent geopolitical friction. The November 2025 diplomatic spat between China and Japan, coupled with a formal travel advisory, has eroded confidence in Japan, pushing its safety rating down to 37%. Meanwhile, Thailand’s proactive crisis management after a high‑profile kidnapping incident has restored its image, lifting its safety rating to a five‑year peak. This divergence signals a realignment of Chinese tourist flows toward destinations that can demonstrate robust security protocols and swift government response.

For tourism operators, the data translates into actionable opportunities. More than half of surveyed travelers (56%) intend to allocate additional budget to experiences and activities, while 49% plan higher spending on dining. The appetite for wellness travel is also evident, with 39% willing to pay up to a 5% premium and another 31% comfortable with a 10‑20% increase. Companies that can bundle cultural immersion with wellness offerings stand to capture a growing segment of Chinese tourists seeking value‑added experiences beyond traditional sightseeing.

Strategically, Southeast Asia is poised to benefit as Chinese travelers maintain stable outbound intentions, especially during peak periods like the Labour Day holiday. Thailand’s improved safety perception positions it as a primary beneficiary, but neighboring markets must also invest in safety communication and crisis preparedness to capitalize on shifting preferences. Japanese stakeholders, meanwhile, need to rebuild trust through transparent safety initiatives and targeted marketing to younger travelers who remain less risk‑averse, ensuring they do not lose long‑term market share in the lucrative Chinese outbound segment.