Tourism Boom in Japan: Thirty Million Visitors Now, Highlight Country’s Global Appeal

Published on December 5, 2025

The Japan National Tourism Organisation (JNTO) announced on October 15 that Japan has welcomed a record-breaking 30 million international visitors in 2025, a milestone achieved at the fastest pace in history. From January to September, the number of international tourists reached 31.65 million, representing a significant 17.7% increase compared to the same period in 2024. At the current pace, Japan is on track to surpass 40 million visitors for the first time in a calendar year, a testament to the growing appeal of the country as a global tourism destination.

The surge in international visitors has come as Japan continues its recovery from the impact of the COVID-19 pandemic, with an increasing number of tourists from a variety of regions. Key markets such as mainland China, South Korea, and Taiwan have seen strong growth, helping Japan reach this new tourism benchmark. As a result, Japan’s tourism industry is expected to experience a further boost in the coming months, solidifying its position as one of the world’s top tourist destinations.

Key Visitor Markets Driving Growth

The largest number of international visitors to Japan has come from mainland China, with 7.48 million tourists arriving from the country in 2025, an impressive 42.7% increase year on year. Following a period of subdued visitation from China due to pandemic-related restrictions, the recovery of Chinese tourists has been particularly notable, with significant growth seen among travelers in their 20s to 40s, as well as families seeking leisure vacations. The resurgence of Chinese tourism is a vital component of Japan’s overall growth in international arrivals.

South Korea ranks as the second-largest source of visitors, with 6.79 million South Koreans traveling to Japan in 2025, representing a 5% increase from the previous year. Proximity and ease of travel continue to make Japan a popular destination for South Korean tourists, many of whom visit for short stays to enjoy the country’s culture, shopping, and cuisine.

Taiwan follows as the third-largest source of visitors, with 5.03 million Taiwanese tourists visiting Japan by September 2025, up 9.8% from 2024. Taiwan has long been an important market for Japan, and the growth in Taiwanese tourist numbers reflects the continued interest in Japan’s cultural offerings, shopping experiences, and natural beauty.

Tourist Arrivals from Other Regions

While the majority of visitors to Japan come from East Asia, the country has also seen a steady influx of tourists from other regions. Visitors from Southeast Asia, North America, and Europe have contributed to the overall increase in tourist arrivals. The JNTO has reported consistent growth in the number of travelers from countries like Thailand, Vietnam, the United States, and the United Kingdom.

The growing appeal of Japan’s urban centers such as Tokyo, Osaka, and Kyoto, combined with the country’s natural attractions like Mount Fuji, Hokkaido’s skiing resorts, and the Okinawan beaches, have made Japan a versatile destination for a wide range of tourists. Japan’s cultural heritage, including historical sites like temples, shrines, and UNESCO World Heritage-listed locations, continues to attract visitors interested in exploring the country’s rich history and traditions.

Japan’s Tourism Infrastructure and Marketing Efforts

Japan’s rapid recovery in international tourism has been supported by significant investments in the country’s tourism infrastructure. Airports, railways, and local transportation services have improved to accommodate the growing number of tourists. The government and tourism organizations have worked together to enhance services, streamline visa procedures, and promote Japan’s various attractions more effectively to international markets.

Additionally, Japan’s tourism marketing efforts have targeted both traditional and emerging markets, with digital campaigns and partnerships with global travel platforms. The JNTO has focused on highlighting Japan’s safety, cleanliness, and hospitality, positioning the country as a safe and welcoming destination for travelers.

The Role of International Events in Boosting Tourism

In addition to the country’s cultural and natural offerings, Japan has successfully attracted visitors through international events, sports tournaments, and festivals. The country’s involvement in global events such as the 2025 World Expo in Osaka, sports events like rugby and baseball tournaments, and its annual festivals and cultural celebrations have significantly contributed to the growth in tourism.

These events not only generate direct tourism spending but also raise Japan’s profile globally, creating lasting interest in the country as a tourist destination. The government is also working to create sustainable tourism opportunities, ensuring that the increase in visitors is balanced with environmental and cultural preservation.

Economic Impact of Growing Tourism

The surge in international visitors to Japan is having a significant positive impact on the country’s economy. The tourism sector has contributed to the creation of jobs, increased demand for local services, and boosted industries such as retail, hospitality, and transportation. Tourists are spending more on accommodations, dining, shopping, and entertainment, further supporting Japan’s recovery from the pandemic-induced downturn in travel.

In addition to economic growth, tourism has played an important role in strengthening cultural exchange and international relations. As visitors experience Japan’s diverse offerings, they contribute to mutual understanding and the global exchange of ideas, art, and traditions.

Looking Ahead: Sustaining Growth in Japan’s Tourism Sector

As Japan approaches the 40 million tourist mark for the first time in 2025, the challenge will be to sustain this growth while maintaining the country’s unique cultural identity and environmental sustainability. Japan’s tourism industry will continue to focus on sustainable practices, ensuring that tourism development benefits both local communities and visitors alike.

Efforts to improve infrastructure, expand tourism offerings in lesser-visited regions, and develop new tourism markets are key to ensuring that Japan remains a top global destination in the years to come. By focusing on high-quality, sustainable tourism experiences, Japan is poised to maintain its status as one of the world’s most popular travel destinations.

Conclusion

Japan’s record-breaking tourism numbers in 2025 highlight the country’s continued appeal to global travelers. With mainland China, South Korea, and Taiwan leading the way in visitor numbers, Japan is well-positioned to exceed 40 million visitors this year. As tourism continues to thrive, Japan’s government and tourism organizations will work to balance growth with sustainability, ensuring that the country’s rich cultural and natural heritage remains a key draw for future generations of travelers.