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Travel & Leisure

Japan under pressure as competition for Chinese tourists hots up

10-million visitor milestone in sight, but pace of growth slows

Japan is the most popular overseas destination for Chinese tourists, along with Thailand. (Photo by Takashi Kawakami)

GUANGZHOU -- As the number of people from China traveling abroad continues to increase, Japan's status as a favored destination is under increasing pressure from international competition to capture the lucrative Chinese tourist market.

The number of visitors to Japan from China continues to grow, rising 14% in the first 11 months of 2019 from a year earlier to 8.88 million, moving closer to the milestone of 10 million visitors in one year.

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