The UN Tourism (UNWTO) has announced that international tourist arrivals reached 690 million worldwide between January and June 2025, marking a 5% increase year-on-year (about 33 million more travelers) and 4% above 2019 levels before the pandemic.
Japan Among the Top Performers
Japan stood out as one of the fastest-growing destinations in the world.
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Inbound visitors to Japan surged by 21% year-on-year, making it one of the highest growth rates globally, alongside Vietnam.
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Tourism revenue in Japan also climbed 18% in the same period, highlighting not only strong arrival numbers but also higher spending by travelers.
South Korea also posted a healthy 15% increase, further showing the strength of Northeast Asia in the recovery phase.
Traveler Confidence Rising for Late 2025
Looking ahead, traveler sentiment is improving. According to UNWTO’s confidence index:
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September–December 2025 scored 120 points, up from 114 in May–August, showing cautious optimism.
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About 50% of experts expect tourism to perform “good” or “much better”, while 33% anticipate results similar to 2024, and 16% foresee a slowdown.
Despite concerns over geopolitical tensions and declining consumer confidence, global travel demand remains resilient.
Japan’s Outlook
With record-breaking visitor numbers already in the first half of 2025 and continued growth in tourism spending, Japan is set to remain one of the world’s most attractive destinations heading into the latter half of the year. The combination of cultural appeal, seasonal experiences, and strategic promotion has positioned Japan as a clear leader in the global tourism recovery.
