Tourism in Japan: A look at the Numbers from 2024 and the Outlook for 2025

by Haruhiko Koyama

Global and Japanese Tourism in 2024

The year 2024 marked a recovery for the global tourism industry, with many regions entering a phase of growth beyond pre-pandemic levels. According to UN Tourism, international tourist arrivals in 2024 reached approximately 1.4 billion, equivalent to 99% of 2019 levels. Total exports from tourism, including passenger transport, hit a record high of USD 1.9 trillion, with international tourism receipts reaching USD 1.6 trillion, a 4% increase compared to 2019.

This recovery has been driven by strong post-pandemic travel demand, robust performance from large source markets, and the ongoing recovery of destinations in Asia and the Pacific. Japan has also emerged as one of the popular destinations for international travelers, setting a new record for annual inbound visitors.

According to the Japan National Tourism Organization (JNTO) and the Japan Tourism Agency (JTA), about 36.9 million foreign tourists visited Japan in 2024, surpassing the previous record of 31.9 million in 2019 by approximately 16%. Furthermore, total spending by inbound tourists reached a historic high of approximately JPY 8.1 trillion (USD 53.3 billion), with per capita spending estimated at around JPY 227,000 (USD 1,493).

Inbound tourist spending of JPY 8.1 trillion (USD 53.3 billion) ranked as Japan's second-largest export sector, following automobile exports, which amounted to approximately JPY 17.7 trillion (USD 116.4 billion) in 2024 (based on trade statistics from the Ministry of Finance for January to November, annualized). This underscores the increasing importance of tourism in Japan’s economy.

A Look at Japan’s Inbound Tourism Growth

First, let's look at the trend of Japan’s inbound tourism growth over the years. Japan’s strategic approach to increasing inbound tourism began in 2003 with the "Visit Japan Campaign." Despite setbacks such as the Great East Japan Earthquake in 2011, tourist numbers gradually increased, surpassing 10 million for the first time in 2013. Subsequent policy measures, including visa relaxations, expanded tax-free programs, improved immigration procedures, and the expansion of flight networks, led to a record-high 31.9 million visitors in 2019.

Like many other countries, Japan’s tourism industry suffered a major blow from the pandemic starting in 2020. However, after the easing of border restrictions in 2023, inbound tourism gradually recovered, with momentum accelerating in 2024, eventually setting a new record of 36.9 million visitors.

Factors Behind the Increase in Foreign Tourists in Japan

Let’s take a look at the details of Japan’s inbound tourism in 2024. According to reports, the JTA believes that several factors have contributed to the rise in inbound tourism in 2024. The recovery of airline routes is thought to have boosted visitor numbers not only from East Asia, which had already been a major source market before the pandemic, but also from Southeast Asia, the United States, Europe, and Australia. Additionally, the efforts made by both the public and private sectors, including sustained promotional activities, continuous improvements to tourism content, and other long-term initiatives undertaken since before the pandemic, have yielded results. Along with favorable exchange rates for international visitors, these initiatives are considered to have further encouraged travel throughout the year.

Top Five Source Markets for Japan’s Inbound Tourism in 2024

According to the JNTO, the top five inbound markets in 2024 were as follows (figures in parentheses indicate year-over-year growth):

South Korea: 8,817,800 visitors (+26.7%)
China: 6,981,200 visitors (+187.9%)
Taiwan: 6,044,400 visitors (+43.8%)
United States: 2,724,600 visitors (+33.2%)
Hong Kong: 2,683,500 visitors (+26.9%)

East Asian countries and regions, which are geographically close to Japan, dominate the top ranks. However, the United States stands out as the fourth-largest inbound market, with its year-over-year growth exceeding that of South Korea and Hong Kong. Regarding China, inbound travel remained sluggish in 2023 due to political and economic factors related to Japan’s release of Advanced Liquid Processing System (ALPS) treated water into the ocean, as well as delays in the recovery of airline routes following the pandemic. As a result, the year-over-year increase in 2024 was significant.

In 2019, China accounted for approximately 9.6 million visitors to Japan. The Ministry of Foreign Affairs of Japan announced last year plans to relax tourism visa requirements for Chinese visitors, aiming to implement the changes around spring 2025. The changes include introducing a 10-year multiple-entry visa for affluent travelers and extending the maximum stay for group tour visas to 30 days. If political and economic conditions remain stable, the number of Chinese tourists in 2025 could match or even surpass pre-pandemic levels.

Tourist Destinations in Japan

According to the JTA, approximately 70% of foreign visitors to Japan in 2024 traveled to the three major metropolitan areas (Greater Tokyo, Greater Osaka, and Aichi), while 30% visited regional destinations. In 2019, about 60% of visitors stayed in the three major metropolitan areas, with 40% exploring regional areas. This indicates a post-pandemic trend of increased concentration in urban areas. However, the JNTO reports that more travelers from the United States, Europe, Australia, India, and Singapore are staying in regional areas in 2024 compared to pre-pandemic levels.

The JTA recognizes the importance of promoting regional tourism to stimulate local economies and prevent overtourism. To achieve this, the government, local authorities, and private-sector businesses are collaborating to develop high-quality, immersive tourism experiences in regional areas. Key initiatives include supporting the development of experience-based tourism products and selecting 14 model destinations nationwide to attract luxury travelers. These efforts aim to introduce Japan’s "hidden gems" to a broader international audience.

Outbound Tourism from Japan

On the other hand, outbound travel from Japan has seen only a modest recovery. According to the JTA, approximately 13 million Japanese travelers went abroad in 2024, 65% of pre-pandemic levels. The agency attributes this to exchange rate fluctuations and rising travel and airfare costs to popular destinations.

Recognizing the importance of outbound travel for fostering international awareness and mutual understanding, the JTA is working with relevant ministries to promote educational travel abroad. From the perspective of deepening international exchange and increasing mutual visits, it also believes that establishing sister city relationships between Japanese and foreign municipalities is crucial for strengthening ties.

Outlook for 2025

From this April to October, Osaka will host the World Expo. According to the Japan Association for the 2025 World Exposition, approximately 28.2 million visitors are expected, with about 10% coming from overseas. In addition, major international sporting events, such as the World Athletics Championships in Tokyo (September) and the Deaflympics in Tokyo (November), are also expected to drive inbound tourism. Similarly, for outbound tourism from Japan, these global events may inspire Japanese travelers to explore the world beyond Japan.

Additionally, Japan’s visibility in media remains strong. For instance, Japan ranked first in Condé Nast Traveler’s "Top Countries in the World: Readers’ Choice Awards 2024" in the U.S. and U.K., Osaka and Toyama were featured in The New York Times’ "52 Places to Go This Year," and Kanazawa was listed in National Geographic’s "Best of the World 2025." These factors are expected to contribute to continued inbound tourism growth in 2025. The JTA has set ambitious targets of 60 million inbound visitors and JPY 15 trillion (USD 98.7 billion) in tourism-related spending by 2030. Public-private collaboration will continue to enhance promotional efforts to achieve these goals.

Looking Ahead

According to UN Tourism, international tourist arrivals in 2025 are projected to grow by 3% to 5% compared to 2024, assuming favorable global economic conditions, continued inflation decline, and stable geopolitical situations. Since the inauguration of the Trump administration, geopolitical and economic uncertainty have been increasing. However, tourism plays a crucial role not only in providing enjoyment and joyfulness to travelers but also in fostering international understanding and cultural exchange. As both the global and Japanese tourism industries navigate this evolving landscape, we will continue to closely monitor how they adapt to these shifting dynamics in 2025.