Japan breaks record with 21.5 million visitors in first half of the year

20-07-25

Japan has achieved a historic milestone in its tourism industry: between January and June 2025, the country welcomed a record 21.5 million foreign visitors, marking a 21% increase compared to the same period in the previous year, according to data from the Japan National Tourism Organization (JNTO). This figure significantly surpasses the 17.78 million recorded in the first half of 2024 and represents the first time Japan has exceeded 20 million international arrivals within just six months.

In June alone, tourist arrivals peaked with 3.38 million, a 7.6% year-on-year increase, driven in part by school holidays across Asia. The growth was fueled primarily by travelers from key markets such as China, South Korea, Singapore, India, the United States, and Germany.

However, not all source markets showed consistent growth. Visitors from Hong Kong dropped sharply—by 33% in June—due to unfounded rumors about a major earthquake. The Japanese government was forced to officially dismiss these baseless predictions. Despite the temporary dip, total arrivals from Hong Kong for the year so far decreased only slightly, by 0.4%, totaling 1.27 million.

This impressive surge comes amid the Japanese government’s ongoing efforts to reach its ambitious target of 60 million annual visitors by 2030. A key part of the strategy includes encouraging tourism beyond the traditional hotspots, helping to reduce congestion and spread economic benefits to less-visited regions.

Nevertheless, the impact of over-tourism is becoming increasingly evident. In cities like Kyoto, overcrowding has raised concerns among residents. In response, local and national authorities are exploring visitor management systems, which could include entrance fees for foreign tourists in high-traffic areas.

The tourism boom is also closely linked to the sector’s economic performance. In the second quarter of 2025, international tourist spending rose by 18% year-on-year, reaching approximately 2.5 trillion yen (about USD 16.8 billion). In 2024, Japan hosted 36.87 million visitors, generating 34.3 trillion yen in revenue—accounting for 5.6% of the national GDP. These figures made inbound tourism the country’s second-largest export sector, surpassed only by the automobile industry. For 2025, forecasts remain optimistic: authorities expect to surpass 40 million international arrivals and generate more than 10 trillion yen in revenue.

Amid this tourism euphoria, debate over the sustainability of the current growth model is intensifying. Authorities have introduced controls at key destinations, including daily visitor caps at Mount Fuji and entrance fees, along with structural changes in surrounding areas to mitigate the adverse effects of high tourist volumes.

Despite the challenges, the record-breaking visitor numbers in the first half of 2025 and the high per capita tourist spending reaffirm Japan’s position on a remarkable growth trajectory. Even with temporary declines in specific markets, the country remains highly attractive thanks to its post-pandemic recovery, favorable exchange rates, and the enduring appeal of its culture, nature, and technology. With solid indicators and continued government support, Japan remains firmly on track to meet its goal of 60 million visitors by 2030 and could soon cement its status as a global tourism epicenter.

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