Japan’s Tourism Smashes Records, Pushing Beyond Major Cities -

Tour & Travel

Japan’s Tourism Smashes Records, Pushing Beyond Major Cities

Tourism in Japan has indeed broken all records, encouraged by the weak yen and a post-pandemic “revenge travel”. With a record high number of visitors-as many as 36.8 million in 2024-and record high spending, the government is now actively pushing travelers beyond the crowded “Golden Route” into more regional, lesser-known destinations to ensure sustainable growth and manage over tourism issues.

Record-Breaking Figures

In 2024, foreign visitor arrivals hit a record 36.87 million people, surpassing the previous record set in 2019. This inflow brought an estimated ¥8.14 trillion ($52 billion USD) in visitor spending, making tourism one of Japan’s leading export industries, second to automobiles.

Key drivers of this boom include:

Weak Yen: The Japanese yen has softened significantly against other currencies, making travel cheaper and living in Japan for visitors from abroad.
Eased restrictions-the lifting of COVID-19-era travel restrictions and more favorable visa policies-have facilitated a huge surge in visitors.
Global Interest: The “perfect storm” of interest includes Japanese pop culture and the promotion of winter sports, making this destination attract visitors from a wide range of countries like the US, Canada, Australia, and China.