The stronger Japanese Yen has made shopping in Japan less attractive for Chinese tourists. The currency has risen more than 16% against the RMB since the beginning of this year.

Although the number of tourists to Japan is the on the rise, the average amount they spend shopping has dropped nearly 10% in the second quarter.

Instead of making shopping the priority, many Chinese tourists are beginning to explore the country for cultural experiences and and the natural scenery.

More than three million Chinese visited Japan in the first half of this year, a 41.2% increase from the same period last year. 

The Japanese government is also giving discounts on tours to Kyushu, to help boost the travel industry which slowed following an earthquake in April. 

Chinese travelers make up more than one quarter of all tourists to Japan.

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