Japan Travel Trends & Statistics 2024 (So far)

As Japan reopens its borders and tourism rebounds swiftly, the country has seen a remarkable increase in visitor numbers and a diverse range of travelers. This article delves into the key trends and statistics shaping Japan’s tourism landscape in 2024. It offers insights into the rapid recovery, the evolving traveler profiles, and the emerging travel styles. From the significant rise in family vacations and solo travel to the growing demand for luxury and budget-friendly options, we explore the factors driving these changes. We will also examine the spending patterns of visitors and provide predictions for the second half of the year, highlighting the sustained growth, peak season expectations, and the influx of digital nomads. Join us as we uncover the vibrant and dynamic tourism trends that are redefining travel in Japan.

First Half of 2024 Japan Tourist Numbers:

• Rapid Recovery: Japan has witnessed a swift rebound in tourism following the reopening of its borders. At Tourist Japan, we have seen this trend reflected in our 32% annual increase in sales when compared to the same period (January-June) in 2023.
• According to the Japan National Tourism Organization (JNTO), the estimated number of international travelers to Japan in June 2024 was 3,135,600 (+51.2% year-on-year growth rate), exceeding 3 million for 4 months in a row.
• In total, JNTO notes visitor arrivals from January -June 2024 equaled 17,777,200, a 65.9% increase over the 10.7 million visitors in the same period last year.

Japan Tourist Profiles 2024 (so far):

• Diverse Traveler Profiles: Japan is attracting a wider range of travelers, including solo adventurers, families, and digital nomads.
• Increase in Family Travel:
  • 54% rise in US families joining Tourist Japan’s tours and packages in Japan over the past year.
  • Customizable tours for children’s interests are increasingly popular.
  • Popular sites include the Pokemon Center in Tokyo, Disney World, Universal Studios, historic temples, and state-of-the-art architecture.
• Rise of Solo Travel in Japan:
  • 35% of Tourist Japan’s clients since the start of 2024 have been solo travelers. This marks a 12% increase in solo traveler clients compared to 2023.
  • 97% of Tourist Japan’s solo traveler clients from January – June 2024 were aged 18-28. 72% of their solo traveler clients were female.
• Source Countries: According to the JNTO, 69.8% of overseas travelers in June 2024 came from East Asian countries, including South Korea, China, Taiwan, and Hong Kong. South Korea was the source country for the highest number of travelers to Japan in June 2024 with 703,300. In June 2023, this figure stood at 545,089.
  • In contrast to the statistics, Tourist Japan’s breakdown of clients by country differs greatly. JNTO notes that just 9.5% of visitors were from the United States in June 2024, whereas 42% of TJ’s revenue in June 2024 came from US customers. Second to that were India and the UAE (10% of JP’s total revenue for June 2024). These countries did not make significant appearances in the JNTO data.
  • The difference in data could be attributed to the varying likelihood of travelers booking their trips through guided tour companies rather than organizing them independently. US and Indian travelers, in particular, are known for preferring third-party tour companies for the sake of ultimate convenience.

Japan Travel Style Trends and Statistics First Half of 2024:

• Luxury Travel Growth: There’s a notable increase in luxury travel to Japan, with high-end hotels and experiences in high demand. Reflective of this trend, demand for our private Japan tour packages has increased three-fold since June 2023. In particular, the majority of these clients request packages filled with only 5-star hotels and completely private experiences tailored to their interests.
• Demand for Budget Options: The increase in solo travelers has also led to a simultaneous increased demand for budget-friendly options. 95% of our solo clients request stays in capsule hotels and opt for our budget packages which include more public transport options.
• Focus on Nature and Wellness: Travelers are seeking opportunities to connect with nature and prioritize wellness activities. In line with this, our Japan Nature & Wildlife tours saw a 42% year-on-year increase in sales from January – June 2024.
• Traveler Spending Patterns: The Japan Tourism Agency (JTA) estimated that visitors spent a total of 2.1 trillion yen ($13.5 billion) from April to June 2024. This is a 73.5% increase over the same period in 2023 and 68.6% over 2019.
  • It’s believed these spending patterns are due to the strengthening of the US dollar against the Yen making Japan an affordable destination.
  • According to the April-June quarterly data, the average amount spent per person during their trip was 238,722 yen, up 54.0% from 2019.
  • The data show that visitors spent the most on accommodation, about 33.0% of their total purchases, and shopping, at 31.1%. In 2019, visitors spent 28.9% on accommodation and 36.8% on shopping.

Predictions for Japan Travel Trends and Statistics in the Second Half of 2024:

Based on the current trajectory, we can anticipate the following for the second half of 2024:

• Sustained Growth: Japan’s tourism industry is expected to maintain its growth momentum.
• Peak Season Boom: The summer and autumn months will likely witness a surge in visitor numbers, especially from key markets like the United States, Europe, and Asia.
• Increased Competition: As more countries ease travel restrictions, Japan may face increased competition for tourists.
• Digital Nomad Influx: The country could see a rise in digital nomads seeking long-term stays.
• Emphasis on Regional Tourism: Efforts to promote regional destinations beyond Tokyo and Kyoto will likely intensify.
• Prime Minister Fumio Kishida said, “The Japan Tourism Agency estimates that in 2024, the number of visitors to Japan will reach 35 million, a record high, and the amount of travel spending will reach 8 trillion yen, both of which are within sight of the 2030 target of 60 million visitors and 15 trillion yen in travel spending.”
• According to a study by WTTC. The 2024 Economic Impact Research forecasts the sector’s contribution to Japan’s economy will reach almost 44.6 trillion yen (US$275.9 billion) in 2024, equating to a 5.7 percent increase in 2019’s contribution and accounting for 7.5 percent of the country’s GDP.

Update January 2025: To see how the rest of the year developed, check out our full 2024 Japan tourism annual review.

Data Sources

• Japan National Tourism Organization (JNTO)
• World Tourism Organization (UNWTO)
• World Travel and Tourism Council (WTTC)
• Japan Tourism Agency (JTA)
• Airline and Hotel Booking Platforms

At Tourist Japan, we continuously monitor travel trends to understand who our travelers are and the types of experiences they seek. This insight allows us to carefully curate and align our Japan tours and Japan tour packages to meet diverse needs. For instance, we introduced our popular range of Japan nature and wildlife tours in response to the growing number of travelers seeking tranquil experiences in Japan’s natural landscapes. Additionally, we developed Japan budget tour packages to cater to the rising demand for affordable guided travel among solo travelers. With the influx of families, we’ve expanded our offerings to include custom and private Japan tour packages, ensuring each itinerary is unique and tailored to the specific interests of each family or group. Whatever your style of travel, we are here to accompany you every step of the way. Contact us today to find out more.

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