Japan, named the world’s “most favourite destination” in the 2024 Condé Nast Traveler Readers’ Choice Awards, is on track to welcome 40 million international visitors by the end of 2025.
According to data from the Japan National Tourism Organization (JNTO) and analysis by Tourist Japan, more than 28.5 million travellers visited the country in the first half of the year, as reported by Travel Daily Media. In June alone, Japan recorded 3.3 million arrivals, marking the sixth consecutive month that visitor numbers exceeded 3 million. This represents a 21% increase compared to June 2024.
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China remained Japan’s largest inbound market with 797,900 visitors in June, up 23.6% year-on-year. South Korea followed with 729,800 visitors, reflecting a 21.6% rise from last year. Arrivals from the United States, Canada, and Singapore also reached record levels, indicating growth across multiple key markets.
Several factors have supported this surge. The World Expo 2025 in Osaka, which began in April, has boosted both regional and national tourism, according to Travel and Tour World. A weaker yen, eased travel restrictions, and the appeal of seasonal events such as cherry blossom viewing have also played a role in drawing visitors.
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Tourist Japan forecasts that the country will surpass its 40 million visitor target before year-end, setting a potential record for inbound tourism. In 2024, Japan received 36.8 million international visitors, already close to its pre-pandemic peak.
Industry stakeholders are monitoring the trend as Japan continues to strengthen its position as a leading global travel destination. With ongoing events and favourable market conditions, tourism authorities are preparing for sustained growth in the months ahead.
