NEWS: Japan Tourism Hits Record 42.7 Million Visitors Despite Dip in Chinese Travel
- Discovering Hospitality
- 2 days ago
- 2 min read
Japan’s tourism industry achieved a historic milestone in 2025, welcoming a record 42.7 million international visitors, surpassing 40 million for the first time and exceeding 2024’s total of 37 million, according to the latest data from the Japan National Tourism Organization (JNTO).
The strong performance comes despite a 45% decline in Chinese arrivals in December 2025, amid ongoing diplomatic tensions. The shortfall was more than offset by robust growth from regional markets including Taiwan and South Korea, as well as travelers from Australia, Europe, and the United States.
Japan’s global appeal remains strong, maintaining a top-three ranking among the world’s most popular cities for the second consecutive year, as reported by Euromonitor International.
Travelers are increasingly seeking experiences beyond major urban centers, with destinations outside Tokyo, Kyoto, and Osaka seeing growing interest. The JNTO and leading industry partners, including JTB, have actively promoted these lesser-known regions to distribute visitor flows more evenly.
Looking Ahead: 2026 Challenges and Policy Changes
While the tourism boom has been supported by a favorable yen and rising international interest, authorities anticipate a more complex landscape in 2026. New measures to manage growth and address overtourism include:
Tripling the departure tax to JPY 3,000 starting July 2026.
Planned 2028 inspection fees and pre-screening for visa-free travelers.
Full reform of tax-free shopping from November 2026, shifting to a “consumption tax-on” model.
Rising accommodation costs, with Kyoto implementing Japan’s highest hotel tax in October 2025 and Tokyo considering a flat 3% room-rate levy.
Industry forecasts anticipate a modest dip in tourism next year, with domestic travel projected to decline 2.0% and international arrivals down 2.8% to 41.4 million.
Japan’s ambitious target of 60 million international visitors by 2030 will hinge on how these policies reshape travel demand and the country’s broader tourism landscape.
