Japan Travel Trends & Statistics 2024-2025

Japan’s tourism industry has experienced a remarkable resurgence in 2024, drawing travelers from around the world to its vibrant cities, historic landmarks, and breathtaking natural landscapes. As visitor numbers continue to climb, the country faces both exciting opportunities and pressing challenges, from boosting its economy to managing the impact of over-tourism. Looking ahead to 2025, experts anticipate further shifts in travel trends, government policies, and infrastructure developments that could shape the future of Japan’s tourism sector. In this article, we’ll explore the key Japan Travel Trends & Statistics from 2024 and what to expect in the year ahead.

Second Half of 2024 Japan Tourist Numbers:

JNTO notes that the total visitor arrivals from July-December, 2024 equaled 19,087,463, a 33% increase over the same period in 2023.
When compared to the visitor arrival numbers for the first half of 2024 (17,777,200), the second half of the year saw a 7.4% increase in arrivals.
It’s believed that the increase in the second half of the year could be due to seasonal influences. Summer and autumn saw peak travel periods, driven by factors like summer holidays and the popular leaf-viewing season.
December 2024 was a record-breaking month in its own right, with a staggering 3.49 million passengers and a 27.6% annual growth. According to the JNTO, this was caused by the school holidays and the Christmas and New Year holiday seasons.

2024 Overall Japan Tourist Numbers

japan tourism trends and statistics 2024 review

Visitor Arrivals: Japan total visitors in 2024 reached 36.86 million, a new record and a 47.1% increase over 2023’s total visitors of 25.01 million [JNTO].
Flight Numbers:
- International flight arrivals have increased substantially.
- Major international airport, Narita, reported over 20 million total non-Japanese passengers on international flights from or to Tokyo’s Narita Airport in 2024. This is a 22% increase on 2023’s total. According to The Straits Times, this is the first time numbers have reached such heights since its opening in 1978. It also marks a 90% recovery rate compared to its record-breaking year of 2019 when the airport welcomed 44,344,739 passengers.
- Aircraft movements at Narita Airport also increased, rising 15% to 242,071 in 2024.

Japan Tourist Profiles 2024

Key Source Markets: South Korea, China, and Taiwan remain the three greatest contributors [Source: JNTO]. A total of 8,817,800 visitors arrived from South Korea in 2024 (26.7% annual growth rate), 6,981,200 from China (187.9% annual growth rate), and 6,044,400 from Taiwan (43.8% annual growth rate). Note: While Chinese tourism is recovering, it’s still below pre-pandemic levels.
Traveler Demographics:
- Solo Travelers: Growing segment, particularly among younger demographics (18-28 years old). 35% of our clients in 2024 were solo travelers, a 12% increase on 2023. The majority of our solo travelers, 97%, are between the ages of 18 and 28, with a strong preference for budget-friendly experiences.
- Families: At Tourist Japan, We experienced a 54% annual increase in families turning to us to help them plan their family trip to Japan. We believe this comes from Japan’s growing reputation as a suitable destination for all ages.

Japan Travel Style Trends and Statistics 2024:

Tourism Expenditure: Reached USD 52.29 billion, another record high [China Travel News]. 33.6% of this spending went on accommodation, followed by shopping (29.5%) and restaurants (21.5%) [JTA].
Key Drivers: It is believed that the weakening Yen against the dollar has been instrumental in bringing millions of international visitors to Japan. As explained by Akihiko Tamura, President of Narita International Airport Corporation (NAA), “The weakened yen, currently hovering around ¥150 to the dollar, has undoubtedly incentivized international travel to Japan, however, it has also presented challenges for Japanese travelers seeking to explore destinations abroad.”
Pent-up demand, social media trends, general buzz, and increased flight connectivity have also played a part in this increased traveler rate.
Focus: Popular destinations like Tokyo, Kyoto, and Osaka remained highly sought after. However, as we experienced personally with our customers, 2024 saw an increased interest in exploring beyond major cities, with travelers venturing to rural areas and lesser-known destinations. In support of this theory, demand for our Takayama packages saw a 32% annual increase.
Emphasis on Experiences: We witnessed a stronger focus on unique and authentic experiences, such as local festivals, traditional crafts, and off-the-beaten-path adventures. Our range of Japan cultural tours, which include experiences like Sumo wrestling, traditional tea ceremonies, and more, were our most popular offerings in 2024, with 86% of our customers requesting to include one or more of these experiences in their Japan tour package.

Predictions for Japan Travel Trends and Statistics in 2025:

Young Japanese woman in traditional Kimono dress at Tatsumi bashi bridge over Shirakawa river in Gion district, Kyoto

Continued Growth: The tourism industry is expected to maintain its upward trajectory. It’s believed that records will continue to be broken in 2025, with traveler numbers reaching or surpassing the record-breaking 2019 figures. January 2025 alone saw a staggering 3,781,200 incoming travelers, a 40.6% annual increase. This pattern of increase is expected to continue throughout the year.
Cherry Blossom Surge: Visitor numbers in March and April 2024 for the popular cherry blossom season reached over 3 million each month. If the 40% annual increase seen in January 2025 continues into this peak season, Japan can expect over 4 million visitors per month in March, April and May 2025. Our bookings support this prediction, as we have seen a 42% annual increase in Japan package bookings for this time of year.
Focus on Sustainability: Increased demand for eco-friendly travel options and responsible tourism practices.
Regional Tourism: Growth beyond major cities, with travelers exploring lesser-known destinations. As transport and infrastructure between the cities improve, this is believed to increase even further.
Digital Transformation: Continued reliance on technology for booking, planning, and experiencing travel. This is part of a global trend of ‘digital tourism,’ which is reflected by our increasing online sales.
Luxury Travel: Growing demand for high-end experiences, including exclusive accommodations and personalized itineraries. In the second half of 2024, we experienced a 42% increase in interest in our Japan luxury tour packages, when compared to the same period in 2023. We expect this trend to continue into and throughout 2025.

Data Sources

Join Tourist Japan For The Ultimate Adventure

At Tourist Japan, we stay ahead of travel trends to ensure our tours match the evolving interests of our travelers. By closely following what visitors seek, we continuously refine our Japan tour packages to offer unforgettable experiences. After reviewing the Japan travel trends and statistics for 2024 and noticing a rise in interest for luxury escapes, we introduced our Japan luxury tour packages. These allow travelers to experience a premium version of the country. With more families choosing Japan as their destination, we’ve expanded our private and custom Japan tour offerings, creating tailored itineraries that cater to unique group interests. No matter your travel style, we’re here to craft the perfect journey for you. Get in touch today to start planning your adventure!

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