Latest Trends in Chinese Inbound Tourism: Over 90% of Chinese Tourists Planning to Visit Japan Use AI, Travel Planning Shifts from 'Searching to AI-Driven Design!' ~Intersect Announces Latest Survey on Chinese Tourists' AI Utilization

Intersect Communications Inc. (Headquarters: Chiyoda-ku, Tokyo; Representative Director and President: Tamamoto Yuho; hereinafter, Intersect), which provides overseas promotion and inbound support for China, Taiwan, etc., conducted a survey targeting residents in China to explore the latest trends in AI utilization among Chinese tourists for their trips to Japan, coinciding with the increasing number of inbound visitors from China during the 'Chinese New Year' period (valid sample size: 3,995 people, of whom 2,869 stated they would travel abroad during the 2026 Chinese New Year period, and 429 of those stated they planned to visit Japan).

The style of Chinese tourists using AI to plan their trips to Japan is rapidly spreading. A survey conducted by our company this time revealed that over 90% of Chinese tourists planning to visit Japan during the 2026 Chinese New Year are utilizing 'generative AI' or 'AI assistants' to plan their trips.

This news release announces the results of this latest survey. Additionally, our company's representative specializing in inbound promotion for Japan will explain the changes in traveler decision-making in Chinese inbound tourism based on the results of this survey, and the ideal state of tourism promotion required in the AI era.

＜Summary of This Survey Results＞

・It was revealed that over 90% (90.4%) of Chinese tourists planning to visit Japan during the 2026 Chinese New Year period are utilizing "generative AI" or "AI assistants" to plan their trips.

・The main uses of AI include "searching for hidden gems," "creating itineraries," and "gathering information on Japanese traditional culture," indicating that AI is supporting the planning and organization of trips to Japan.

・The most referenced platform or information source when making online reservations before visiting Japan was "RED (Xiaohongshu)" ※1, at 68.5%.

・Furthermore, about 40% of AI users responded that their use of AI involves "summarizing the latest trends from massive SNS posts (Xiaohongshu, etc.)," indicating a new travel decision-making style is spreading where vast amounts of SNS information are selected and filtered by AI according to personal preferences.

・For online reservations before traveling, two out of three people (67.4%) reserved accommodation, and there is also a tendency to pre-arrange multiple services such as admission tickets, rental cars or transfer services, reserved tickets, and travel passes.

※1 RED (Xiaohongshu) ... A lifestyle sharing SNS from China that serves as a platform for everything from searching for products and services to making purchase decisions based on word-of-mouth and experience reviews, having a strong influence particularly among younger generations.

URL: https://www.xiaohongshu.com/

＜About Respondent Attributes＞

This survey was conducted using a messenger application provided by Tencent...