Japan has recorded an all-time high in inbound tourism, with 36.87 million visitors arriving in 2024, according to the Japan National Tourism Organization (JNTO). This marks a significant 15.6 percent increase from 2019, surpassing the previous peak of 31.88 million tourists by nearly 5 million.
The surge in visitors was driven by a notable rise in arrivals from South Korea and the United States, both of which saw a 58 percent increase compared to 2019. However, the number of tourists from mainland China dropped by 27.2 percent during the same period, the JNTO reported.
Looking ahead, the Japanese travel agency JTB predicts that inbound tourism will surpass 40 million visitors in 2025 for the first time in history.
In addition to the record-breaking visitor numbers, spending by foreign tourists also hit a historic high. The Japan Tourism Agency revealed that total expenditure reached 8.14 trillion yen ($52 billion) in 2024, representing a 69.1 percent increase from 2019. The five top spending countries and regions—mainland China, Taiwan, South Korea, the United States, and Hong Kong—collectively accounted for 65.7 percent of this total.
Per capita spending by foreign visitors also rose, reaching 227,242 yen, which reflects a 6.8 percent increase from the previous year and a 43.3 percent rise from 2019.
As Japan sets its sights on attracting 60 million visitors annually and generating 15 trillion yen in tourism-related revenue by 2030, officials have highlighted the importance of addressing the challenges posed by over-tourism. Efforts will focus on encouraging travel to regions outside Japan’s major metropolitan hubs, as reported by public broadcaster NHK.
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