Japan’s tourism industry has made a record-breaking comeback after the pandemic.
In 2024, the country welcomed 33.1 million international visitors, surpassing its pre-pandemic record of 31.9 million in 2019.
With a goal of reaching 60 million visitors by 2030, Japan continues to attract travelers with its mix of futuristic cities, timeless temples, cherry blossoms, cuisine, and cultural heritage.
Tourism has become one of Japan’s key economic drivers, generating an estimated ¥5.9 trillion (≈ USD 39 billion) in 2024 from international travelers — a record high.
Key stats: Japan Tourism
- 36.9 million international visitors in 2024 – Japan smashed its previous record, climbing nearly 50% year-on-year.
- That figure comfortably surpassed the 2019 pre-pandemic peak of ~31.9 million, showing a full recovery and then some.
- Visitor spending hit approx. ¥8.1 trillion (~US $51.6 billion) in 2024 — the spending side of tourism is booming.
- The travel & tourism sector now contributes about 7.5% of Japan’s GDP, underscoring its critical economic role.
- Total economic output from the sector is projected at ¥44.6 trillion in 2024, marking growth beyond pre-COVID levels.
- Early 2025 data backs the trend: 3.9 million+ visitors in April and 31.7 million by September — momentum is strong.
- A weaker yen has amplified inbound-travel appeal, driving more and higher-spending guests.
- Japan has set an ambitious target of 60 million international visitors by 2030, aiming to maintain the growth trajectory.
How Many Tourists Visit Japan Each Year?
Japan hosted 33.1 million international visitors in 2024 — a new all-time high.
| Year | Visitors (millions) | Notes |
|---|---|---|
| 2019 | 31.9 | Pre-pandemic record |
| 2020 | 4.1 | COVID-19 impact |
| 2021 | 0.25 | Borders mostly closed |
| 2022 | 3.8 | Gradual reopening |
| 2023 | 25.1 | Major recovery year |
| 2024 | 33.1 | New record high |
How Many Tourists Visit Japan Each Day?
Japan averaged about 90,600 international arrivals per day in 2024.
Peak travel months such as March–April (cherry blossom season) and October–November (autumn foliage) can exceed 130,000 visitors per day.
How Much Do Visitors Spend in Japan?
International tourists spent a record ¥5.9 trillion (≈ USD 39 billion) in 2024.
- Up 35% from the previous record (2019)
- Average spend per visitor: ¥180,000 (≈ USD 1,200)
- Top spending categories: Shopping (33%), Accommodation (29%), Food & Drinks (23%)
Japan’s government aims to increase per-visitor spending to ¥200,000+ by 2025 through luxury tourism, rural destinations, and extended stays.
Which Countries Visit Japan the Most?
South Korea, Taiwan, China, Hong Kong, and the United States lead international arrivals.
| Country | Visitors (2024 est.) | Share |
|---|---|---|
| 🇰🇷 South Korea | ~7.0M | ~21% |
| 🇹🇼 Taiwan | ~5.3M | ~16% |
| 🇨🇳 China | ~4.3M | ~13% |
| 🇭🇰 Hong Kong | ~2.4M | ~7% |
| 🇺🇸 United States | ~2.2M | ~7% |
| 🇹🇭 Thailand | ~1.4M | ~4% |
| 🇦🇺 Australia | ~700K | ~2% |
| 🇵🇭 Philippines | ~650K | ~2% |
| 🇸🇬 Singapore | ~620K | ~2% |
| 🇬🇧 United Kingdom | ~500K | ~1.5% |
The top five Asian markets account for over 60% of total arrivals.
What Are the Most Visited Attractions in Japan?
Japan’s attractions range from historic temples to modern landmarks.
| Attraction | Annual Visitors (est.) | Location |
|---|---|---|
| Tokyo Disneyland & DisneySea | ~27M | Chiba |
| Fushimi Inari Shrine | ~10M | Kyoto |
| Universal Studios Japan | ~14M | Osaka |
| Mount Fuji (Fuji Five Lakes area) | ~5M | Yamanashi/Shizuoka |
| Senso-ji Temple | ~30M | Tokyo |
| Arashiyama Bamboo Grove | ~8M | Kyoto |
| Osaka Castle | ~3M | Osaka |
| Tokyo Skytree | ~6M | Tokyo |
| Nara Park | ~2.5M | Nara |
| Itsukushima Shrine | ~2M | Hiroshima |
When Is the Best Time to Visit Japan? (Seasonality)
Japan’s tourism follows distinct seasonal peaks tied to weather and cultural events.
| Season | Trend | Notes |
|---|---|---|
| Spring (Mar–May) | High | Cherry blossoms (sakura season) |
| Summer (Jun–Aug) | Moderate | Festivals, hot & humid |
| Autumn (Sep–Nov) | High | Autumn leaves, mild weather |
| Winter (Dec–Feb) | Moderate | Skiing, illuminations |
Peak months: March–April (Hanami) and October–November (Koyo).
Low season: June (rainy) and late summer (hot/humid).
What Are the Biggest Events Attracting Tourists to Japan?
Cultural festivals and global sporting events play a major role in tourism growth.
| Event | Visitors (est.) | Notes |
|---|---|---|
| Cherry Blossom Season (Mar–Apr) | ~4M | National tourism peak |
| Kyoto Gion Matsuri (Jul) | ~1M | One of Japan’s oldest festivals |
| Tokyo Game Show (Sep) | ~300K | Global gaming event |
| Sapporo Snow Festival (Feb) | ~2M | Hokkaido’s winter draw |
| Tokyo Marathon (Mar) | ~38K runners | Global sports event |
| Mount Fuji Climbing Season (Jul–Sep) | ~280K climbers | Seasonal open trail |
| Autumn Leaf Viewing (Oct–Nov) | ~3M | Kyoto, Nikko, Hakone |
| Comic Market (Comiket, Tokyo) | ~700K | World’s largest fan convention |
How Much Money Does Japan Make From Tourism?
Tourism contributed roughly ¥13.2 trillion (≈ USD 87 billion) to Japan’s economy in 2024, including domestic tourism.
- International: ¥5.9T
- Domestic: ¥7.3T
- Tourism supports over 5 million jobs nationwide
- Japan’s government targets ¥15 trillion in total tourism consumption by 2030
Which Cities in Japan Are Most Popular With Tourists?
Tokyo, Osaka, and Kyoto dominate, but regional destinations are growing fast.
| City | Visitors (2024 est.) | Highlights |
|---|---|---|
| Tokyo | ~16M | Shopping, nightlife, culture |
| Kyoto | ~9M | Temples, geisha, heritage |
| Osaka | ~8M | Food, theme parks, nightlife |
| Fuji / Hakone | ~5M | Nature, hot springs |
| Nara | ~3M | Deer park, temples |
| Okinawa | ~2.5M | Beaches, diving |
| Sapporo | ~2M | Snow festival, food |
| Hiroshima | ~1.8M | Peace Park, Itsukushima Shrine |
| Hokkaido (ski resorts) | ~1.2M | Niseko, Furano |
| Fukuoka | ~1M | Gateway to Kyushu |
FAQ – Japan Tourism Insights
How many tourists visit Japan yearly?
33.1M in 2024 — a new all-time record.
Which country sends the most tourists to Japan?
South Korea, followed by Taiwan and China.
How much money does tourism generate for Japan?
~¥13.2 trillion (≈ USD 87 billion) in 2024.
When is the best time to visit Japan?
Spring (cherry blossoms) and autumn (foliage).
What are Japan’s most visited attractions?
Tokyo Disneyland, Senso-ji Temple, Fushimi Inari Shrine, Mount Fuji, and Universal Studios Japan.
Is Japan expensive to visit?
Average daily spend per tourist is around ¥25,000 (USD 160) — moderate compared to Western capitals.
Sources
- Japan National Tourism Organization (JNTO) — Japan Visitor Statistics 2024–2025
- Japan Tourism Agency (JTA) — 2024 Tourism White Paper
- Nikkei Asia — Record foreign tourist spending in Japan hits ¥5.9 trillion
- Bloomberg — Japan tourism hits record 33 million visitors in 2024
- Statista — Tourism Industry in Japan (2025 update)
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