Japan is on track to surpass 40 million international visitors by the end of 2025, according to new analysis by Tourist Japan, one of the country's tour operators. With over 28.5 million travelers arriving in the first half of the year, the nation's tourism industry is experiencing a record-breaking resurgence fueled by global events, favorable exchange rates, and renewed enthusiasm for immersive travel experiences.
The Japan National Tourism Organization (JNTO) reported 3.3 million arrivals in June 2025 alone, marking the sixth consecutive month where monthly arrivals exceeded the 3 million mark. This represents a 21% increase in total arrivals compared to the first half of 2024, indicating robust and sustained growth.
Driving Factors Behind the Boom
Multiple factors are powering Japan's impressive rebound. The World Expo 2025 in Osaka, which began in April, has significantly boosted regional and national tourism. Additionally, the weakened yen, eased travel restrictions, and the enduring appeal of Japan's seasonal attractions, such as the iconic cherry blossom season, are enticing travelers from all over the world.
We're seeing unprecedented demand across all segments, from budget travelers and solo adventurers to families and high-end luxury clients. Japan has reasserted itself as a top-tier travel destination, with something for everyone.
Ben Julius, Founder, Tourist Japan
Key Visitor Insights
According to JNTO's June 2025 statistics:
- China led as Japan's largest inbound market with 797,900 visitors (+23.6% YoY).
- South Korea followed with 729,800 visitors (+21.6% YoY).
- Record highs were reported from the United States, Canada, Taiwan, and Singapore for June arrivals.
Tourist Japan also reports notable trends among its travellers:
- Young solo travelers (aged 18-28) account for more than 70% of its Japan Budget Tour Package customers.
- Family travel is on the rise, drawn by cultural sites, family-friendly destinations, and theme parks.
- There is a visible increase in Muslim travelers from Southeast Asia and the Middle East, prompting a greater demand for halal-friendly and inclusive services.
Evolving Travel Preferences
Tourists are prioritizing experiential, culturally immersive travel over traditional sightseeing. Popular activities include temple stays, tea ceremonies, wellness retreats, and countryside explorations. In response, Tourist Japan has introduced specialized Cultural Packages and Custom Tours that blend guided experiences with personal flexibility.
Luxury travel is another growing segment, with high-end travelers seeking exclusive, tailor-made services that combine modern comfort with authentic Japanese hospitality.
Spending and Economic Impact
According to Japanese government figures, foreign tourists spent over $32.2 billion (¥4.8 trillion) in the first quarter of 2025 alone, representing a 23% increase from the same period in 2024. Top spending categories include shopping, accommodation, and dining, suggesting longer stays and higher per-trip spending.
Outlook for the Rest of 2025
With significant cultural events like the Setouchi Triennale 2025 underway and the World Expo continuing through October, the second half of 2025 is expected to maintain strong momentum. Authorities are also emphasizing regional and sustainable tourism, aiming to spread visitor numbers more evenly across the country.
Efforts to manage overtourism, such as implementing new regulations on Mount Fuji climbing and promoting lesser-known destinations, aim to preserve Japan's natural and cultural heritage while accommodating the growing demand.
Tourist Japan projects that the country will not only meet but likely exceed the 40 million international visitor mark, well above the 36.86 million arrivals in 2024, making 2025 a landmark year for Japanese tourism.
