Japan sees record 36.9 million tourists in 2024

Japan achieved a historic milestone in tourism during 2024, welcoming 36.9 million international visitors, surpassing the pre-pandemic record of 31.9 million set in 2019 by 5 million visitors. The Japan National Tourism Organization reported a 47.1% year-on-year increase, driven by several key factors including seasonal attractions like cherry blossoms and autumn foliage.

The weakened yen, which fluctuated between ¥140 and ¥160 to the US dollar compared to ¥110 in 2019, made Japan particularly attractive to international tourists by making local goods and services more affordable.

South Korea led visitor numbers with 8.8 million tourists (up 26.7%), followed by China with 7.0 million (up 187.9%), Taiwan with 6.0 million (up 43.8%), and the United States with 2.7 million (up 33.2%). While Chinese tourism showed significant recovery following the easing of travel restrictions, it remained at about 70% of its 2019 levels.

Tourist spending reached a record ¥8 trillion (approximately $52 billion), demonstrating the economic impact of the tourism surge. The Japanese government has set ambitious targets for 2030, aiming to attract 60 million international visitors and achieve visitor spending of ¥15 trillion.

Meanwhile, outbound Japanese travel increased by 35.2% to 13.0 million in 2024, though this figure remains at only 70% of 2019 levels, partly due to the weak yen's impact on overseas travel costs.

Government officials are now focusing on managing over-tourism concerns and aim to promote tourism beyond the three major metropolitan areas to ensure sustainable growth in the sector.