Japan attracts many foreign tourists with its unique scenery and culture. In this 3 years since 2015, however, foreign tourists’ trip to Japan is changing. From group trips to individual trips, the route is shifting from popular destination, such as Tokyo, Osaka and Kyoto, to the” deep Japan” travel routes. According to the survey on the Consumption Trend of Visiting Foreigners in Japan (2012-2016) by the Japanese tourism bureau, the number of Chinese groups visiting Japan for sightseeing purposes is decreasing year by year. In 2012, about 71% of Chinese who visited Japan applied for group travel, but in 2016, the number of group travel applications fell to 45%. The reasons for the decrease in group tourism and the increase in in-depth tourism are as follows: 1. It is not easy to travel abroad. If there are too many Chinese people at the destination, the significance of going abroad will be lost. However, the routes provided by large travel agencies are all popular destinations among Chinese people. Therefore, personal travel is more suitable than group travel. 2.The purpose of visiting Japan is changing from explosive purchase to cultural experience. There are a lot of repeat visitors to Japan, only during the first visit there is a large demand for shopping. Tourists who visit Japan again would prefer to participate in the Japanese cultural event. In conclusion, personal travel is more in line with the travel needs of contemporary people than group travel. It is an important task to seize this opportunity to attract a large number of tourists to various places in Japan. TIC’s new group company, TOKYO Business Bridge (TBB), supports Inbound tourism from Japan’s counties. You are welcome to click here https://www.tic-web.co.jp/contact/ for consultation.