Japan officially welcomed a record-breaking 42,683,600 international visitors in 2025, surpassing the previous annual high by over 5.8 million people. Data released today by the Japan National Tourism Organization (JNTO) confirms a 15.8% year-on-year increase, driven by a weak yen and surging demand from South Korea, the United States, and Taiwan.
While the annual total marks a historic milestone, crossing the 40-million threshold for the first time, the month of December revealed emerging challenges. Despite a record December total of 3.61 million arrivals, visitors from mainland China plummeted by 45.3% amid diplomatic tensions, highlighting the volatility of Japan’s largest potential market.
2025 Japan Tourism Statistics: Key Highlights
According to the provisional JNTO figures, the tourism sector has fully recovered and expanded beyond pre-pandemic levels.
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Total Annual Visitors: 42,683,600 (+15.8% vs 2024).
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December 2025 Visitors: 3,617,700 (+3.7% vs Dec 2024).
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Economic Impact: Estimated annual spending reached ¥9.5 trillion (approx. $60.1 billion USD).
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Market Performance: 20 out of 23 tracked markets achieved all-time annual highs.
Which Countries Sent the Most Tourists to Japan in 2025?
South Korea maintained its position as the leading source of tourists, while Western markets continued to show double-digit growth. The following table illustrates the performance of key markets in December 2025.
| Country | Dec 2025 Arrivals | YoY Change | Key Drivers |
| South Korea | 974,200 | +12.3% |
Increased flight capacity (Gimpo-Kansai); strong youth demand. |
| Taiwan | 588,400 | +19.8% |
New regional routes (Tainan-Kumamoto); 12-month record high. |
| China | 330,400 | -45.3% |
Diplomatic friction; reduced flight capacity; travel warnings. |
| United States | 270,700 | +13.5% |
Strong dollar; holiday travel demand; school holidays. |
| Hong Kong | 291,100 | +1.9% |
School holidays; reached single-month record high. |
Why Did Chinese Tourism Drop in December?
The most significant anomaly in the 2025 data is the sharp contraction in the Chinese market. While annual Chinese arrivals grew 30.3% to over 9 million, December figures fell by nearly half compared to the previous year.
Analysts attribute this decline to geopolitical factors. Following friction between Tokyo and Beijing in late 2025, travel advisories and a reduction in airline seat availability dampened year-end travel. This highlights a divergence in Japan’s inbound portfolio: while Western and Southeast Asian markets show stable organic growth, the Chinese market remains sensitive to diplomatic relations.
Western Markets and Long-Haul Growth
The United States, Australia, and Europe continue to be high-value growth engines for Japanese tourism, supported by the weak yen which increases purchasing power for these travelers.
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Australia: Surpassed 1 million annual visitors for the first time (1.06 million total), with December arrivals up 7.8% due to the ski season in Hokkaido.
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United States: Recorded 3.3 million annual visitors, a 21.4% increase. The JNTO notes that increased seat supply and the continued popularity of Japanese culture drove these numbers.
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Europe: The UK (+14.1%), France (+25.5%), and Italy (+43.3%) all posted significant gains in December, aided by the diversification of transit routes despite the closure of Russian airspace.
What is the Outlook for Japan Tourism in 2026?
Looking ahead to 2026, the Japanese government is shifting its focus from “quantity” to “quality” and “sustainability.” The 4th Tourism Nation Promotion Basic Plan emphasizes three core pillars:
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Sustainable Tourism: Mitigating “tourism pollution” in Kyoto and Tokyo through taxes and entry regulations.
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Consumption Expansion: Increasing per-capita spending rather than just headcount.
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Regional Inducement: Directing traffic to rural areas (Tohoku, Shikoku, Kyushu) through incentives for Destination Management Organizations (DMOs).
