In 2025, Japan’s tourism industry saw a strong recovery, breaking previous records for both the number of international visitors and their spending. This growth is mainly due to factors like the weaker yen, successful tourism campaigns, and a global increase in travel after the pandemic. Let’s look at this in more detail:
Japan Tourism: Visitor Numbers and Spending Trends
1. Visitor Numbers
Japan welcomed a record 3.49 million international visitors in December 2024. This was the highest monthly total ever recorded, illustrating a strong rebound in international travel to Japan as the country continued to recover from the impacts of the COVID-19 pandemic.1 The momentum from December carried into January 2025, with the number of visitors reaching 3.78 million—a 40.6% increase compared to the same month in 2024. This increase in visitor numbers demonstrates the continued recovery of Japan’s tourism sector and the growing attractiveness of the country as a travel destination. 2
2. Annual Growth
For the year 2024, Japan welcomed a total of 36.87 million international visitors, marking a record high. Projections for 2025 estimate that this number will increase to around 40.2 million, surpassing pre-pandemic levels and further establishing Japan as a leading destination for global travelers.3
3. Visitor Spending
The increase in visitor numbers was accompanied by a significant rise in spending, highlighting the growing economic importance of tourism to Japan. Foreign visitor spending in Japan reached 8.14 trillion yen (approximately $51.78 billion) in 2024, marking a 53% increase from the previous year. This sharp rise in spending indicates that not only were more people visiting Japan, but they were also spending significantly more during their stay.4
4. Visitor Demographics
The growth in tourism to Japan is not only marked by an increase in numbers but also by changes in the demographics of the visitors. According to JTP Tourism Research & Consulting Co, in December 2024, the largest groups of visitors to Japan came from neighboring Asian countries, followed by a strong presence from Western countries. The largest source markets for visitors included:
| Country | Visitors |
| South Korea | 867,400 |
| China | 604,200 |
| Taiwan | 491,200 |
| Hong Kong | 285,600 |
| Thailand | 146,700 |
| Singapore | 136,200 |
| Malaysia | 71,600 |
| Indonesia | 75,000 |
| Philippines | 108,500 |
| Vietnam | 40,000 |
| India | 17,000 |
| United Kingdom | 30,300 |
| France | 20,700 |
| Germany | 15,800 |
Table 1. Visitors demographic in 2024 to Japan, Source (JTP Tourism Research & Consulting Co.)5
As seen, the majority of visitors were from countries in East Asia, particularly South Korea, China, and Taiwan. However, there was also a steady influx of visitors from Western countries like the United Kingdom, France, and Germany. The diversification of source markets is a positive trend, indicating that Japan’s tourism appeal is expanding beyond its regional neighbors.
Conclusion
Japan experienced a remarkable increase in both the number of international visitors and their spending. With tourism projected to continue growing in the coming years, Japan is poised to remain a leading global destination. The combination of favorable exchange rates, a strong cultural appeal, and a focus on immersive travel experiences has contributed to Japan’s status as a top destination for travelers worldwide.
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Reference
1. [Record Number of Visitors to Japan in December 2025 – Reuters (https://www.reuters.com/markets/asia/japan-gets-record-349-mln-visitors-december-capping-new-annual-high-2025-01-15/?utm)
2. [Japan’s Tourism Statistics 2025 – Nippon.com](https://www.nippon.com/en/japan-data/h02322/?utm)
3. [2025 Travel Trend Outlook – JTB Newsroom](https://www.jtbcorp.jp/en/newsroom/2025/01/09_jtb_2025-travel-trend-outlook.html?utm)
4. [Japan’s Tourist Arrivals Hit All-Time High – Al Jazeera](https://www.aljazeera.com/economy/2025/1/15/japans-tourist-arrivals-hit-all-time-high-as-weak-currency-draws-masses?utm)
5. [Japan Inbound Tourism Statistics – Japan Tourism Agency](https://www.tourism.jp/en/tourism-database/stats/inbound/?utm)
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