The start of the Lunar New Year on January 15 this year has been marked by an unusual absence of Chinese tourists in Japan, following a travel advisory issued by the Chinese government urging its citizens to refrain from visiting the country. Many hotels that primarily cater to group tours of Chinese visitors have had to close temporarily due to the lack of guests. In contrast, some businesses have reported an influx of customers from other countries, helping them maintain sales despite the overall downturn.

A hotel manager from Shizuoka Prefecture expressed the impact of this absence, sharing that their establishment was closed for the day due to no guests. This particular hotel usually hosts a significant number of Chinese tourists traveling through the popular 'Golden Route,' which connects the Kanto and Kansai regions in Japan. About 10% of all Chinese visitors are in organized group tours, and many hotels in this region rely heavily on these group bookings to maintain high occupancy rates.

The article highlights how the winter season has dramatically affected businesses in Japan, with hotels and hospitality venues struggling while others find creative ways to adjust their marketing strategies to appeal to tourists from different demographics. The long-term implications of this shift could reshape how the tourism industry in Japan operates, especially if the trend of fluctuating tourist sources continues to evolve beyond the usual reliance on Chinese group travelers.