Japan’s inbound tourism continues its upward trajectory, setting a new milestone in February 2025. According to the latest data, the number of foreign visitors reached 3,258,100, marking a 16.9% increase compared to the same month in the previous year. This figure surpasses the previous February record of 2,788,224 visitors in 2024, making it the highest February total on record and the first time February arrivals have exceeded 3 million.
Key Factors Driving Growth
Several factors contributed to this surge in visitor numbers. The Lunar New Year (Spring Festival) holiday, which extended into early February in some markets, led to heightened travel demand. Additionally, Japan’s renowned winter destinations continued to attract international tourists, with particularly strong visitor growth from Australia and the United States due to the sustained popularity of skiing and winter sports.
Another notable highlight was Vietnam’s record-breaking monthly visitor count, while 19 markets—including South Korea, Taiwan, Thailand, Singapore, Malaysia, Indonesia, the Philippines, India, Australia, the U.S., Canada, Mexico, the U.K., France, Germany, Italy, Spain, Nordic countries, and the Middle East—achieved their highest-ever February visitor figures.
Strategic Tourism Initiatives
Japan’s tourism success aligns with the Fourth Basic Plan for the Promotion of a Tourism-Oriented Nation, introduced in March 2023. This plan focuses on three core objectives:
- Sustainable Tourism – Ensuring responsible and environmentally conscious tourism practices.
- Expansion of Tourism Expenditures – Encouraging higher spending by international visitors.
- Regional Tourism Promotion – Driving more travelers to rural areas to balance tourism distribution.
As part of this initiative, the government is continuously analyzing market trends and implementing strategic inbound travel promotions to sustain and accelerate tourism growth.
With a strong start in the first two months of 2025, Japan’s tourism industry is on track for another record-breaking year, reinforcing its position as a top global travel destination.