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Japan fights overtourism as foreign arrivals surge 47%

The matter of overtourism in Japan is something that we at Travel Daily Media have been covering for the past several years. It is a critical issue for one of the most popular destinations in the world as it has led to locals getting overwhelmed on a sensory level by the sheer number of tourists coming into their communities, whilst putting utilities and services under severe strain. While we have pointed out that we may not see an immediate end in sight for overtourism, Japan has been actively working to take much of the edge off its impact on people and places. Kanko kogai The Japanese have actually created a term for overtourism: kanko kogai, which is literally translated as “tourism pollution,” or the perfect storm caused by the entry of over 30 million annual visitors following the world’s reopening post-pandemic. Per a report by German news agency Deutsche Welle (DW), Japan welcomed 36.9 million foreign visitors as of end-2024, reflecting a 47.1 percent increase from 2023 and significantly surpassing the record high last seen in 2019. However, Japanese citizens, especially those living in Golden Route locations Kyoto, Osaka, and Tokyo, are anything but happy with the surge of foreigners, many of whom willfully disregard local custom and tradition whilst overloading already challenged local transport services and leaving their detritus just about everywhere. Locals also deplore drunken behaviour among foreign travellers, especially late at night, along with the desecration of sacred sites by influencers who “do their own thing” with absolutely no regard for local beliefs. This perfect storm of sheer numbers and bad behaviour gets significantly worse during specific times of the year like the sakura season in spring, along with culturally visible events like the Hina Matsuri in March. As Kyoto’s director-general for tourism Toshinori Tsuchihachi put it: "Problems are primarily caused by the concentration of tourists at major attractions, at certain times of the year and certain times of the day… Concentrations tend to occur during the cherry blossom season in spring and when the leaves are changing color in autumn, causing congestion on surrounding roads, on city buses; and etiquette problems.” Steps in the right direction A report in Kyodo News from last week states that the Japan Tourism Agency (JTA) pointed out how 47 regions throughout the country have been advancing anti-overtourism initiatives based on resident feedback. Along with this increase in the number of areas proactively tackling overtourism, JTA is working to encourage foreign travellers to venture outside major metropolitan areas. By doing so, the agency hopes to achieve a balance between accepting inbound tourism and ensuring residents' quality of life. At the same time, the JTA’s Sustainable Tourism Promotion Project has been in place since April of last year; developed with local stakeholders, the project is meant to drive the sustainable development of the Japanese tourism industry whilst providing a vision of societal resilience that supports inclusive economic growth. Admittedly, mitigating the worst effects of overtourism remains an uphill climb for Japanese tourism authorities and their counterparts in the private sector. But if these lead to a form of tourism that spreads the benefits equally between foreign travellers and local stakeholders, then all the efforts will be worth it in the long run.

Japan inbound hits record in 2025, Chinese arrivals halve in December

Japan’s Immigration Services Agency recently released preliminary figures for foreign arrivals in 2025. Total inbound entries reached 42.43 million, up 15% from 2024, marking a new record for the second consecutive year. In contrast, new arrivals from mainland China (excluding re-entries) fell sharply in December 2025 to 280,000, nearly half the level recorded in the same month a year earlier. The decline was partly attributed to calls by the Chinese government urging caution over travel to Japan. On a monthly basis, new arrivals from mainland China stayed between 500,000 and 800,000 from January to October. The figure fell to 450,000 in November and dropped further to 280,000 in December, a 47% year-on-year decline. For the full year, new arrivals from mainland China totaled 7.22 million, up 32% from the previous year. By country and region, mainland China ranked second, behind South Korea, which recorded 9.23 million arrivals (+7%), followed by Taiwan with 6.39 million (+12%), and the United States with 3.24 million (+22%). The total number of arrivals includes both short-term visitors to Japan and foreign nationals granted mid- to long-term residence status. By residence status, short-term stays accounted for 38.46 million arrivals, or 98% of the total. Students numbered 180,000, while technical intern trainees totaled 160,000. VIEW ENGLISH VERSION

Agoda highlights intra-Asian travel surge to Japan

Digital travel platform Agoda has revealed that 70% of travel searches to Japan ahead of the Lunar New Year are from within Asia. This trend is mirrored in Thailand, where over 25% of travel interest is regional. The data underscores a significant opportunity for accommodation providers to cater to the surge in demand for regional travel during this festive period. Agoda's search data identifies Tokyo, Bangkok, Taipei, Osaka, and Seoul as the top destinations for the upcoming Lunar New Year. To assist hoteliers and partners in capitalising on this demand, Agoda is launching its Mega Sale campaign. This initiative, running from 10 to 28 February 2026, includes four targeted sale events throughout the year, allowing partners to align their offers with peak booking periods. The Mega Sale campaign is structured in three phases, offering travellers up to 60% off hotel bookings, with flash sales on 17 February providing discounts of up to 70%. Agoda VIP members will benefit from early access to deals from 10 to 13 February. This approach aims to maximise exposure for partners throughout the year. Andrew Smith, Senior Vice President, Supply at Agoda, stated, “Cultural travel moments such as Lunar New Year drive travel demand in Asia, with regional travellers making up the majority of arrivals in key markets like Japan and Thailand.” He emphasised the importance of partners acting on real-time demand signals to meet the expectations of mobile-first guests. Agoda's Mega Sale campaign offers enhanced visibility through homepage banners, campaign landing pages, and exclusive badges. This initiative invites travel partners to collaborate and create compelling offers for travellers worldwide during the Lunar New Year and beyond This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.

Shiji signs Okura Nikko Hotels deal, pushing deeper into Japan’s luxury hospitality

Beijing Zhongchang Shiji Information Technology Co., Ltd. (Shiji), announced on January 27, 2026, that its wholly owned subsidiary, Shiji Singapore Pte. Ltd. (Shiji Singapore), has entered into a Master Services Agreement (MSA) with Okura Nikko Hotel Management Co., Ltd. (Okura Nikko Hotels). Under the agreement, Shiji Singapore will provide Okura Nikko Hotels and its affiliated companies—covering hotels owned, franchised, managed, or operated by the group—with a new generation of cloud-native, enterprise-level hospitality technology solutions delivered in a SaaS model. These include DAYLIGHT PMS, Shiji’s next-generation cloud property management system; INFRASYS CLOUD, its cloud-based food and beverage management system; as well as global payment solutions and related hardware products and services. Shiji is currently undergoing a strategic transformation toward globalization and platformization. A cornerstone of this transformation, DAYLIGHT PMS is designed to fully replace legacy PMS platforms, along with other hotel-level and group-level subsystems. Following deployments across Europe, Asia Pacific, Middle East, and Americas, DAYLIGHT PMS has gained recognition from leading international and domestic hotel groups and has already achieved scaled rollouts. Okura Nikko Hotel Management Co., Ltd. is the hotel operating arm of the Okura Hotel Group. As of June 1, 2025, the company managed 79 operating hotels worldwide with more than 23,000 rooms. With strong brand influence and operational capabilities, Okura Nikko Hotels demonstrates solid contract execution capacity. The MSA with Okura Nikko Hotels marks another endorsement from a well-established international luxury hotel group for Shiji’s next-generation cloud portfolio, including DAYLIGHT PMS, INFRASYS CLOUD, and its global payment solutions. Given Okura Nikko Hotels’ strong brand presence worldwide, particularly in Japan, the successful rollout of this agreement is expected to set a new benchmark for DAYLIGHT PMS in the luxury hotel segment. This is particularly meaningful for Shiji’s continued expansion in Japan and the broader Asia-Pacific market, and is expected to generate long-term financial returns and sustained brand value. Read Chinese version

Windstar’s Star Seeker Debuts: New All‑Suite Yacht Brings Small‑Ship Luxury to the Caribbean, Alaska, Japan and Southeast Asia

Windstar Cruises has officially welcomed its newest all‑suite yacht, Star Seeker, with an intimate christening in Miami on 15 January 2026, marking the first newbuild for the line’s Star Class fleet. Designed for just 224 guests and focused on immersive itineraries, the ship now begins a debut season that spans the Caribbean, Alaska, Japan and Southeast Asia before sister ship Star Explorer joins the fleet in late 2026. Christening in Miami: A Family Tradition at Sea At the Miami christening event, Libby Anschutz—daughter of Windstar owner Phil Anschutz—served as Godmother, delivering a personal blessing and performing the traditional Champagne bottle break against the hull to formally name Star Seeker. This continues a strong family connection: Libby’s mother, Nancy Anschutz, is Godmother of Star Pride, and her sister Sarah will christen Star Explorer in London in June 2027. Windstar President Christopher Prelog opened the celebration by highlighting the line’s hallmark culture of warmth and genuine service, tracing it back to Windstar’s origins with two small sailing ships. Captain Tom Schofield introduced his senior officers and crew, while three current ship godmothers—Louise Andren (Wind Star), Nancy Anschutz (Star Pride) and Gloria Bohan (Star Legend)—were on hand to welcome both the new yacht and its Godmother. The evening concluded with a blessing from Pastor Bill White and a firework send‑off over the harbour. Star Seeker: Inside Windstar’s New All‑Suite Yacht Star Seeker is the first purpose‑built new ship for Windstar’s Star Class, carrying only 224 guests in 112 suites for an intimate, yacht‑style experience. Most accommodations feature a private veranda or floor‑to‑ceiling infinity windows, including two new aft‑facing Horizon Owner’s Suites with wraparound balconies for panoramic sea views. Suites are designed for comfort and understated elegance, with walk‑in mosaic glass showers, fully stocked minibars and elevated amenities in higher categories. Onboard, guests can enjoy five included dining venues, offering a mix of relaxed and refined options, plus a full‑service spa accessed via a dramatic two‑deck entrance. A reimagined Marina with direct ocean access anchors Windstar’s popular watersports programme, providing an easy launch point for swimming, paddling and other complimentary activities. The overall atmosphere remains Windstar’s hallmark blend of relaxed, clubby and casually luxurious, supported by a warm, attentive crew. Where Star Seeker Sails: 2026–2027 Highlights Following its christening, Star Seeker departed Miami on an 8‑night Christening Sailing to San Juan, calling in the Dominican Republic and the British Virgin Islands. Throughout 2026 the yacht will: Explore the Caribbean with multiple itineraries that take advantage of the ship’s small size to visit yacht harbours and less‑crowded anchorages. Head north to Alaska, offering scenic itineraries such as 7‑day Scenic Alaska and 10‑day Alaskan Splendor, ideal for guests who want a small‑ship alternative in the region. Sail across to Japan and Southeast Asia, with a strong focus on immersive experiences in Thailand and Vietnam, plus a 10‑day Grand Japan itinerary and a brand‑new Mystery Cruise concept. This deployment pattern lets returning Windstar guests experience familiar regions from a new, all‑suite platform, while first‑timers can sample Windstar’s small‑ship style in multiple parts of the world using the same ship as a base. Looking Ahead: Star Explorer Joins the Fleet Star Explorer, sister ship to Star Seeker, will debut in December 2026 and is designed to bring Windstar’s small‑ship style to some of Europe’s most character‑rich and hard‑to‑reach destinations year‑round. Also carrying just 224 guests in 112 spacious suites (many with verandas or infinity windows and its own Horizon Owner’s Suites), the ship will be configured to sail where bigger vessels simply cannot. Planned European routes include river‑style calls directly into London on the Thames, Bordeaux, Rouen and Caen, as well as itineraries through the British Isles, Ireland, the Baltics, Norway’s fjords, Northern Spain, France and Portugal. Longer stays and overnights are planned in cities like Stockholm, Tallinn, Bordeaux, San Sebastián and Biarritz, with Windstar‑first ports such as Puerto Banús, the chic marina gateway to Marbella. Onboard, guests will find World Spa by Windstar, Yacht Club Café, Basil + Bamboo, Amphora, the signature Marina and the same open‑seating dining and relaxed refinement introduced on Star Seeker. How to Book Star Seeker and Star Explorer Travellers interested in Windstar’s new all‑suite yachts can choose from multiple 2026 Star Seeker itineraries across Alaska, the Caribbean, Asia and Latin America, as well as early 2027 voyages in Japan and Southeast Asia. Star Explorer’s European programme from late 2026 and 2027 will open up additional options for small‑ship exploration in the Med, Northern Europe and Atlantic coasts. Bookings can be made online via Windstar’s website, through a preferred travel advisor.

Walk Japan invites travellers to experience the country in spring

Walk Japan offers travellers keen on experiencing spring in the country two fully-guided tour programmes that offer unique sights and activities for the season. Both the Tokaido Trail and the Oita Hot Spring Trail enable travellers to enjoy the season’s mild weather and the clear countryside views that come with it. These tour programmes present Japanese spring beyond sakura-viewing through encounters and unhurried exploration shaped by the gentle yet exuberant spirit of spring. Traversing ancient pathways The seven-day Tokaido Trail is a journey through the very core of Japan’s history, culture and society to the present day. Travellers follow sections of the Edo-period Eastern Sea Road once used by samurai and merchants, walking alongside the Pacific Ocean coast. Sights and activities included in the programme are visits to the region’s beautifully preserved post towns, as well as stays at traditional family-operated ryokans. A soothing time in Kyushu On the other hand, the six-day Oita Hot Spring Trail centres on Kyushu’s geothermal heartland. That said, the overall experience takes travellers on countryside walks with relaxing stays in onsen ryokan. The experience goes beyond seasonal scenery, withmulti-course kaiseki dinners, visits to shrine-lined valleys, and immersion in Japan’s hot spring culture ,offering a restorative spring reset. That said, Walk Japan’s intimate group walking tours offer a thoughtful balance of seasonal beauty, heritage and connection.

China travel slowdown weighs on Japan as Chinese spending and arrivals slide

The decline in Chinese travel and spending to Japan is beginning to weigh on the Japanese market. Against the backdrop of a travel caution advisory for Japan issued by the Chinese government, China’s three major airlines—Air China, China Eastern Airlines and China Southern Airlines—along with several others including Shandong Airlines, Xiamen Airlines and Shanghai Airlines, on the 26 again issued notices on special ticket handling for Japan-related routes. For tickets that meet the applicable conditions, free refund and rebooking policies have been extended until October 24 this year. More recently released data from Japanese industry associations have provided a clearer picture of the situation. The Japan Department Stores Association (Chuo Ward, Tokyo) said on January 23 that in December 2025, both the number of Chinese customers and sales to Chinese shoppers at department stores nationwide fell by 40% year on year. Data released the same day showed that total nationwide department store sales in December 2025 (on a same-store basis) declined 1.1% year on year to JPY 654.2 billion, marking the first drop in four months. The number of tax-free shoppers fell 16.7% to 500,000, while tax-free sales decreased 17.1% to JPY 51.9 billion(about USD 340 million). Sales to domestic Japanese customers rose 0.6%. According to statistics from the Japan National Tourism Organization (JNTO), the number of Chinese visitors to Japan in December 2025 totaled 330,400, down 45.3% year on year. The Osaka Convention & Tourism Bureau said on January 26 that the number of mainland Chinese visitors to Osaka Prefecture in December 2025 fell 45% year on year to an estimated 176,000. As Chinese visitors—previously a key driver of inbound growth—are expected to continue declining, attracting travelers from Europe, the United States and other regions is becoming increasingly important. Statistics from Kansai Airports show that the number of China-related flight movements at Kansai International Airport in December 2025 declined 40% year on year. Demand dropped particularly sharply on routes from regional Chinese cities, which typically carry a higher share of group travelers. Given Kansai’s geographic proximity to China, mainland Chinese visitors have historically accounted for a higher share of foreign tourists than in the Tokyo metropolitan area. During the 2010s, mainland Chinese group tours—often associated with large-scale shopping sprees—formed the core of inbound tourism to Osaka. However, following the COVID-19 pandemic, the recovery of mainland Chinese visitors has lagged, while inbound demand has become more diversified, with more travelers from South Korea, Southeast Asia, Europe and the United States. According to the Japan Tourism Agency’s accommodation travel statistics, mainland Chinese travelers accounted for 25.3% of all foreign overnight stays in Osaka Prefecture in October 2025, down 16.2 percentage points from October 2019. While the share remains higher than Tokyo’s 14.8%, Osaka’s reliance on mainland Chinese visitors has clearly shifted. Read Chinese version

Chinese tourists to Japan fell 45% in December 2025

The Japan National Tourism Organization (JNTO) announced on January 21 that the number of foreign visitors to Japan in December 2025 totaled 3.6177 million, of which 330,400 were from China, representing a 45.3% year-on-year decline. This marked the first decrease in Chinese visitors to Japan in three years and 11 months, since January 2022, when inbound travel was still heavily affected by the COVID-19 pandemic. The drop was attributed to a travel advisory issued by the Chinese government urging caution about travel to Japan, following Taiwan-related remarks made by Japanese Prime Minister Sanae Takaichi. Despite the fall in Chinese arrivals, total inbound visitors hit a record high for December. Gains from other markets more than offset the decline from China. Driven by the Christmas season and year-end holidays, arrivals from the United States, Canada, and Southeast Asia all rose. Visitors from Malaysia surged 40.4% year-on-year to 100,600, while arrivals from South Korea increased 12.3% to 974,200—both setting new monthly records. Visitor numbers from the United States, the United Kingdom, and France also reached record highs for December. Read Chinese version

Emirates expands its Chauffeur-Drive service at two Japanese airports

Emirates announced the expansion of its signature Chauffeur-Drive service in Japan, extending the premium ground experience to customers travelling from Narita International Airport from 1st February and Kansai International Airport from 1st March. These destinations are added to the existing Chauffeur-Drive service available at Haneda Airport, reinforcing Emirates’ position as the only international airline offering this premium chauffeur-driven service in Japan. Available to First Class and Business Class customers travelling on eligible Emirates-operated flights, the Chauffeur-Drive service offers a seamless, door-to-door travel experience, providing complimentary private transfers between the airport and a customer’s home, hotel or office. Emirates' world-class ground service for premium travellers in Tokyo Narita is further rounded off with access to the airline's airport lounge located in Terminal 2. What you need to know about the service Chauffeur-Drive service coverage includes up to 100 driven kilometres per journey, calculated based on the shortest distance between the airport and the customer’s designated pick-up or drop-off location; Service to Narita International Airport covers the Tokyo 23 wards and most parts of Tokyo, Chiba, Saitama and Kanagawa prefectures; Service to Kansai International Airport covers Osaka City and most parts of Osaka, Nara, Kyoto and Hyogo prefectures; Excess mileage beyond the 100-kilometre allowance will be charged at JPY 500 per additional kilometre, with applicable tax/VAT added; and Any excess mileage charges are to be settled directly with the driver, payable in cash (Japanese Yen only) or by credit card. Customers can arrange their Chauffeur-Drive service in advance through Manage Your Booking on the official Emirates website or via Emirates contact centre at 03-6743-4567. The expansion of Chauffeur-Drive further complements Emirates’ growing presence in Japan, where the airline operates flights to Haneda Airport, Narita International Airport and Kansai International Airport. Likewise, Emirates continues to enhance its premium proposition in Japan, ensuring that customers enjoy the same high standards of comfort, convenience and personalised service on the ground as they do in the air.

JTB forecasts 3% decline in Japan inbound tourism in 2026 as China outlook clouds

Japan’s major travel agency JTB released a forecast on January 8, projecting that inbound visitors in 2026 will reach 41.4 million, a 3% decrease from its previous estimate. China, which accounts for around 20% of inbound visitors to Japan, has seen weakening travel demand after the Chinese government urged its citizens to avoid traveling to Japan. At the same time, Japan may face shortages in flight and hotel supply due to labor constraints. Although the Japanese government has set a target of 60 million inbound visitors by 2030, inbound demand could enter a plateau phase. While surpassing 2025 levels in 2026 would already be challenging, JTB cited “uncertain travel trends among Chinese travelers” as a key reason for the downward revision. Following remarks related to Taiwan by Japanese Prime Minister Sanae Takaichi, the Chinese government in November 2025 called on its citizens to avoid travel to Japan. Flight reductions and suspensions followed, and although Chinese arrivals in November grew 3% year on year, the pace slowed sharply from earlier double-digit growth. Some analysts also point to the impact of China’s economic slowdown, noting that Chinese demand for travel to Japan is weaker than that from other markets. Even if bilateral relations normalize, supply-side constraints in Japan remain a concern. Growth in international passenger flights has been sluggish. Under the winter 2025 schedule, weekly flights to and from Japan total 5,679, up 10% year on year but only four more than the summer schedule. As of January 2025, the number of airport passenger service staff nationwide remains 5% below pre-pandemic levels. Takayuki Miyajima, senior economist at Sony Financial Group, said that “given the shortage of airport staff, it is unclear whether flight capacity can increase significantly going forward.” Accommodation capacity may also struggle to keep pace with demand. A redevelopment project led by Meitetsu Group near Nagoya Station has been put on hold after construction companies withdrew from bidding. The project had planned to introduce a Hyatt hotel, originally scheduled to open in fiscal 2034. Against this backdrop, even if inbound arrivals increase, Japan may be unable to accommodate them. The Japan Research Institute forecasts that inbound visitors in 2030 will total around 50 million—10 million fewer than the government’s target.

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