The U.S. National Travel and Tourism Office’s latest forecast predicts a full recovery in Chinese and Japanese tourism by 2026, which is one year earlier than previously projected. However, this recovery will lag behind other source markets, with international travel to the U.S. expected to fully recover by 2025. The forecast shows that China and Japan will exceed 2019 levels, with Chinese and Japanese visitation increasing significantly in 2023 after both countries reopened to international travel.
Before the pandemic, China was the U.S.’s third-largest source market in terms of volume, with Chinese tourists spending over $30 billion in 2019, making them the highest spenders. However, barriers to Chinese tourism to the U.S. exist, including China’s weak economy and flight restrictions, as well as the war in Ukraine and geopolitical issues affecting air connectivity. Air connectivity between China and the U.S. is only at 25% of its pre-pandemic level, with the U.S. government approving flights slowly, leading to rising airfares for Japanese travelers who fly through Tokyo, Seoul, and Taipei due to the lack of direct flights.
The recovery of Chinese and Japanese tourism to the U.S. is a positive development, especially considering that both markets are expected to surpass 2019 levels in the coming years. However, challenges remain, particularly in terms of air connectivity and flight restrictions that continue to impact travel between China and the U.S. The war in Ukraine and geopolitical issues further complicate this situation, with the U.S. government taking a cautious approach to approving more passenger flights between the two countries.
Despite the challenges, there are signs of progress in the recovery of Chinese and Japanese tourism to the U.S. Both markets have shown significant growth in visitation since reopening to international travel in 2023. Chinese tourists remain a key source of revenue for the U.S. travel industry, with their high spending levels making them an important market to focus on. Improving air connectivity and addressing flight restrictions will be crucial in fully restoring these markets and ensuring a stable recovery for the U.S. travel industry.
The role of Brand USA in promoting tourism from China and Japan to the U.S. is essential in driving the recovery efforts. The organization has worked to showcase the unique attractions and experiences that the U.S. has to offer to tourists from these markets. By highlighting the value and diversity of travel experiences available in the U.S., Brand USA can help attract more visitors and support the recovery of Chinese and Japanese tourism to the country.
In conclusion, while there are positive signs of recovery in Chinese and Japanese tourism to the U.S., challenges remain in terms of air connectivity, flight restrictions, and geopolitical factors. Overcoming these barriers will be crucial in fully restoring these key markets and ensuring a stable recovery for the U.S. travel industry. By working together with industry partners and government stakeholders, efforts can be made to address these challenges and support the continued growth of Chinese and Japanese tourism to the U.S.
