Japan welcomed approximately 36.87 million international visitors in 2024, marking a 47.1% increase from the previous year and surpassing the pre-pandemic record of 31.88 million set in 2019.
The growth was driven by increased arrivals from South Korea (8.81 million) and China (6.98 million), alongside a notable rise in visitors from Western countries who tend to stay longer.
Visitor spending also reached new heights, exceeding ¥8 trillion (US$51.2 billion) for the first time. The tourism sector’s contribution to Japan’s economy now rivals major exports such as steel and semiconductor manufacturing equipment, benefiting industries like accommodations, retail, and dining.
The government has set ambitious targets to attract 60 million visitors and ¥15 trillion (US$96 billion) in tourism spending by 2030. To achieve this, several initiatives have been launched to enhance visitor experiences and promote regional tourism.
In Niigata Prefecture, Tamagawa Sake Brewery Co. has opened a facility where visitors can observe traditional sake brewing. Gunma Prefecture has introduced hands-on events and excursion tickets to its seven hot spring resorts. Meanwhile, Shimane and Tottori prefectures are focusing on experiential programs that highlight the ancient spirituality of Izumo.
Despite the record growth, challenges remain. Overtourism in popular areas has raised concerns about overcrowding, its impact on local communities, and traveller satisfaction. Regional destinations with unique natural and cultural offerings are seen as key to addressing these issues, but they require enhanced infrastructure to handle the growing demand.
The government is urged to address labour shortages and promote automation technologies, including unmanned check-ins and automated food services, to ensure sustainable growth in tourism.