Japan Sets New Tourism Benchmark With Over Three Million Visitors In September 2025, Led By Strong Influx From East Asia, United States, and Middle East

Published on October 20, 2025

In September 2025, Japan welcomed over three million international tourists, the largest three-month milestone in the country’s tourism history. This was the result of an audience shift, engrained by the steep growth of visitors from East Asia, the United States, and the Middle East. This extraordinary surge in Japan’s tourism industry highlights the country’s global appeal and versatility in meeting the various global market demands. This landmark figure highlights Japan’s multifaceted tourism offering which marries modern creativity and seamless hospitality with a richly diverse cultural and historical tourism offering.

Japan continues to captivate travelers from all over the globe, breaking records and drawing tourists in greater numbers than ever before. In September 2025, the country hit an all-time high with 3.26 million international visitors, marking the largest monthly influx of tourists in Japan’s history. This milestone is particularly impressive, considering September typically sees a decrease in travel after the summer holidays.

According to the Japan National Tourism Organization (JNTO), between January and September 2025, the country welcomed 31.65 million international tourists, a 17.7% increase over the previous year. This figure represents a significant achievement for Japan, as it is the first time in history that the nation has surpassed the 30 million mark during the first three quarters of the year.

A Strong Appeal in All Seasons

Japan’s tourism growth is not just a summer phenomenon. Even in September, when travel generally slows down, the country experienced a 13.7% increase in international arrivals compared to the same month in 2024. This consistent rise in visitor numbers demonstrates Japan’s ongoing allure and its ability to attract global travelers year-round.

The nation’s rich culture, diverse landscapes, and unique blend of tradition and innovation continue to draw visitors from all corners of the world. From historic temples to futuristic technology hubs, Japan offers something for everyone, regardless of the season.

East Asia Leads the Charge in Tourism Growth

Japan’s tourism boom has been primarily driven by East Asian markets, with particularly strong growth from China, Taiwan, Indonesia, and India. The cultural ties and geographical proximity of these countries make Japan an appealing destination, and the rising economic prosperity in Southeast Asia has further fueled this demand.

Taiwan, for example, saw a record-breaking 527,000 visitors in September alone. The close cultural links between Taiwan and Japan, combined with frequent flight connections, have made Japan an attractive travel destination for Taiwanese tourists. The United States and Germany also saw significant growth, with 224,700 and 52,800 visitors, respectively, marking the highest September figures for both countries.

The Middle East also experienced a notable increase in tourism, with 29,700 visitors, representing a substantial 109.2% rise from September 2024. This surge suggests that Japan’s efforts to strengthen its presence in the Middle Eastern market are paying off, with better flight connections and targeted marketing campaigns likely contributing to the increase in arrivals.

Hong Kong Shows a Dip

While most regions have experienced impressive growth, Hong Kong was an outlier, with a 12.2% decrease in visitors compared to the same month last year. The dip in visitor numbers to Japan could be attributed to ongoing economic challenges and shifting travel preferences in the region. Analysts suggest that Hong Kong’s economic pressures, combined with increasing competition from other regional destinations, may have influenced this decline.

Tourism’s Economic Impact on Japan

The influx of international tourists is not only significant for the country’s tourism sector but also for its broader economy. In the third quarter of 2025, international visitors contributed approximately 2.1 trillion yen (around 11.9 billion euros) to Japan’s economy, marking an 11.1% increase from the same period in 2024. This surge in spending underscores the growing economic importance of tourism in Japan, highlighting the role of foreign visitors in boosting the nation’s economic recovery.

Cumulative spending by tourists reached 6.9 trillion yen (39.178 billion euros) during the first nine months of 2025. The data suggests that international tourists are not only attracted to Japan’s cultural sites but are also willing to invest in unique experiences, such as staying in traditional ryokan inns in Kyoto or exploring the bustling street food scene in Tokyo.

Japan’s tourism is becoming more diverse, with visitors seeking a balance of both traditional and modern experiences. The ability to attract tourists looking for luxury, as well as those interested in authentic cultural encounters, has helped Japan maintain its status as a top global destination.

A Post-Pandemic Renaissance

Since the complete reopening of Japan’s borders post-COVID-19, the nation’s tourism sector has seen a remarkable recovery. The weak yen has also played a role in making travel to Japan more affordable for international tourists, further stimulating the industry. As of 2024, Japan had already surpassed its pre-pandemic tourism numbers, welcoming 36.87 million visitors. With current trends, the country is on track to surpass 40 million arrivals by the end of 2025, a goal that once seemed out of reach just a few years ago.

As the country transitions into autumn and winter, the tourism industry remains optimistic about the future. The unique combination of Japan’s deep-rooted cultural heritage, cutting-edge innovation, and exceptional hospitality continues to captivate international travelers. Moreover, ongoing investments in infrastructure, sustainability efforts, and the expansion of visa programs are expected to drive further growth in the years to come.

Looking Ahead: A Bright Future for Japan’s Tourism

Japan’s tourism industry is poised for a bright future. With new infrastructure projects underway, sustainability initiatives taking shape, and a growing number of visitors from both traditional and emerging markets, Japan’s status as a global tourism leader looks secure.

As the autumn foliage begins to turn, travelers will continue to flock to the country to experience its natural beauty, cultural landmarks, and warm hospitality. The combination of old and new, tradition and innovation, is what sets Japan apart and keeps visitors coming back for more.

In September 2025, Japan reached another milestone in tourism, welcoming three million visitors, most coming from East Asia, the U.S., and the Middle East. Such tourism dynamics signal Japan’s growing allure to various international markets, increasing the popularity of Japan as a travel destination to diverse markets worldwide.

Continually adapting to the shifting desires of global travelers and tourist markets ensures that Japan will continue to be one of the most desired countries in the world to visit. Most visitors to Japan as well as a growing Japanese economy driven by tourism means that the Japanese tourism industry will enter a new and promising phase in 2025 and the years that will follow.