Japan Inbound Tourism Falls in August as Chinese Visitors Plunge 59 Per Cent Despite Record Arrivals from 14 Markets

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Japan’s inbound tourism market recorded a sharp year-on-year decline in August 2026, with the country welcoming 3.1 million international visitors, down 9.6 per cent from the same month a year earlier. The fall was driven primarily by a steep reduction in arrivals from China, one of Japan’s largest tourism markets.

According to estimates released by the Japan National Tourism Organization (JNTO) on 16 September, Chinese arrivals fell 59 per cent to 418,000 during the month. JNTO attributed the decline largely to reduced air services following a Chinese government advisory urging people to avoid travelling to Japan.

The decline in Chinese visitors contrasted sharply with continued growth across several other major source markets. South Korea, Taiwan and Hong Kong all recorded their highest August visitor totals, while 14 countries and regions achieved their highest-ever August figures, highlighting the increasingly diversified nature of Japan’s international tourism market.

Why Did Japan’s Inbound Tourism Decline in August?

The principal factor behind the August decline was the sharp fall in Chinese visitor arrivals.

China accounted for 418,000 arrivals during August, representing a 59 per cent decline compared with the same month in 2025. JNTO linked the decrease to cuts in air services following an advisory from the Chinese government encouraging people to avoid travel to Japan.

Because China represents one of Japan’s major inbound tourism markets, the scale of the decline had a substantial effect on the country’s overall August visitor numbers.

Other factors also affected selected markets. JNTO noted that August can be a quieter period for some Japan-bound travel, while tropical storms and flight cancellations can disrupt international travel during the month.

Which Asian Markets Continued to Grow?

Japan’s tourism performance remained considerably stronger across several other Asian markets.

South Korean arrivals increased 28.7 per cent to 850,500, marking the highest August figure on record for the market. JNTO attributed the growth to school holidays, increased airline capacity and sustained demand for travel to Japan.

Visitors from Taiwan increased 7.3 per cent to 666,000, also reaching an August record.

Arrivals from Hong Kong rose 9.4 per cent to 247,300, with the market likewise recording its highest-ever August visitor total.

These figures demonstrate that strong regional demand continued despite the significant reduction in Chinese arrivals.

Which Countries Recorded Their Best August Ever?

Despite the overall decline, 14 countries and regions recorded their highest-ever August visitor numbers, according to JNTO.

The markets included Malaysia, India, the United States, Mexico and France, along with several European destinations.

The results point to continued expansion in Japan’s visitor base outside its largest traditional markets. Growth from a broader range of countries can help reduce the tourism sector’s dependence on individual source markets and create greater geographic diversity in inbound demand.

The performance of India is particularly notable within the context of Japan’s efforts to attract visitors from markets beyond East Asia, although the supplied figures do not provide a separate August arrival total for India.

Italy and Spain Reach Monthly Visitor Records

European demand also produced notable results during August.

Italy recorded 47,300 arrivals, an increase of 15.1 per cent compared with August 2025. This represented Italy’s highest monthly visitor total for any month on record.

Spain also achieved a record, with 36,500 visitors, up 14.1 per cent year on year.

The figures indicate that Japan continued to attract substantial demand from European travellers despite challenges associated with longer flight times.

JNTO noted that changes to flight routes linked to the war in Ukraine have increased travel times from Europe, potentially creating a deterrent for some travellers.

How Did the US and Mexico Perform?

The United States remained a significant market for Japan, with visitor numbers edging up 1.5 per cent to 197,400 in August.

While the increase was modest, the US was among the markets that recorded its highest-ever August visitor figure.

Mexico delivered substantially stronger growth. Arrivals increased 37 per cent to 18,600, also contributing to the group of markets that achieved their highest August totals.

The contrasting performances across international markets underline the uneven nature of Japan’s inbound recovery, with some markets expanding rapidly while others experienced declines caused by seasonal, operational or geopolitical factors.

Did the Weak Yen Support Japan Tourism?

The weak Japanese yen continued to provide support for inbound tourism demand during August.

JNTO said the yen remained weak against many currencies throughout the month, potentially making Japan more attractive to international visitors when their spending power is converted into Japanese currency.

A favourable exchange rate can influence decisions around accommodation, dining, shopping, transport and attractions, although currency conditions are only one factor shaping international travel demand.

For overseas visitors, the combination of Japan’s established tourism appeal and favourable currency conditions continued to support demand from several markets.

What Happened to Japanese Outbound Travel?

While inbound tourism declined, Japanese outbound travel also recorded a year-on-year reduction.

A total of 1.59 million Japanese residents travelled overseas in August, representing a 3.6 per cent decline from August 2025.

The outbound figure provides additional context for Japan’s August travel market, although the factors influencing domestic residents travelling abroad differ from those affecting international arrivals.

The gap between inbound and outbound travel remains significant, with Japan continuing to receive substantially more international visitors than the number of Japanese residents travelling overseas during the month.

What Does August Mean for Japan’s Tourism Market?

Japan’s August tourism figures reveal a market experiencing strong demand from several international regions alongside significant weakness in China.

The 9.6 per cent overall decline was heavily influenced by the 59 per cent fall in Chinese arrivals, while South Korea, Taiwan and Hong Kong all reached record August levels.

The fact that 14 countries and regions recorded their highest-ever August visitor numbers provides evidence of continued international interest in Japan despite the overall monthly decline.

For the Japanese tourism industry, the figures highlight both the importance of maintaining connectivity with major source markets and the potential value of continued diversification.

Japan’s tourism performance in the coming months will therefore depend on developments in international air capacity, seasonal travel patterns, currency conditions and demand across individual source markets.