In July 2025, Japan achieved a historic tourism milestone, welcoming 3.4 million international visitors -- an impressive 4.4% increase from the previous year. This surge not only broke previous records but also reinforced Japan's position as a leading global travel destination. The record growth is largely driven by a boost in visitors from key markets like China, Taiwan, and the United States, which flocked to Japan for its vibrant summer events, rich culture, and diverse experiences. Additionally, the ongoing weakness of the yen made Japan an attractive and affordable option for international travelers, further solidifying its appeal. Even with challenges like earthquake rumors impacting some regions, Japan's ability to draw record numbers of tourists highlights its resilience and sustained dominance in global tourism. This achievement signals that Japan is not just recovering, but thriving, in its role as a premier destination for travelers worldwide. Here's why Japan's tourism sector is stronger than ever and what this means for its future.
Despite a generally positive trend, some regions saw a decline in visitors, particularly due to the spread of earthquake-related rumors that affected travel plans. Nevertheless, Japan's tourism industry has demonstrated resilience, supported by long-haul travel and favorable exchange rates that continue to make the country an attractive destination for international travelers.
Tourism arrivals to Japan saw a significant boost in July, driven primarily by key international markets. China led the way with 974,500 visitors, marking a substantial 25.5% year-on-year increase. Taiwan also played a key role, contributing 604,200 visitors, a 5.7% rise compared to the same month last year. The United States followed closely, with 277,100 arrivals, reflecting a solid 10.3% growth in tourist numbers.
Despite a drop in arrivals from some regions, South Korea remained Japan's second-largest market, with 678,600 visitors, though this represented a 10.4% decrease compared to July 2024. Hong Kong, on the other hand, saw a sharp decline of 36.9% in tourist numbers. Other Southeast Asian nations, including Thailand, Singapore, and Malaysia, also experienced a slowdown in arrivals.
On a more positive note, several European countries experienced growth in tourism, particularly Germany and France, which helped boost the overall European travel segment to Japan. This growth in European arrivals further bolstered Japan's standing as a favored destination during the summer season.
The decline in visitors from certain regions, especially Hong Kong and South Korea, can largely be attributed to online rumors predicting a major earthquake in Japan in July. These rumors, which spread quickly through social media and local news channels, led to heightened concerns among potential travelers. As a result, a significant number of bookings were canceled or postponed.
Reports revealed that 3.9% of travelers from Hong Kong chose to cancel their planned trips to Japan, while a more significant 16.8% decided to postpone their travel. Despite the disruptions caused by these rumors in certain markets, Japan's overall tourism figures remained strong, bolstered by continued interest from other regions, especially from long-distance markets such as the United States and Europe.
Furthermore, the weakening yen continues to play a role in attracting tourists, especially from Europe and the U.S. The favorable exchange rate has made Japan an affordable destination for many travelers, further stimulating inbound tourism.
Looking ahead, Japan is poised to welcome over 40 million international tourists by the close of 2025, with tourism spending projected to exceed ¥10 trillion (approximately USD 69 billion). If achieved, these numbers would mark historic highs, setting new benchmarks for both visitor arrivals and the substantial economic contribution tourism makes to Japan's economy.
July has traditionally been a peak month for tourism in Japan, driven by school breaks, cultural festivals, and favorable weather conditions. This year, airports, hotels, and tourist spots across the country reported a surge in foot traffic, with several cities experiencing double-digit growth in revenue from hospitality services. This increase in tourism activity has had a significant positive effect on various sectors, including transportation, retail, and accommodation.
The Japan National Tourism Organization (JNTO) is continuing to focus on expanding its promotional efforts in key international markets, particularly in Europe, North America, and Southeast Asia. These efforts aim to diversify the tourism base and strengthen Japan's position as a leading global travel destination.
In July 2025, Japan achieved a record 3.4 million international visitors, driven by strong arrivals from key markets and a favorable exchange rate, reinforcing its status as a top global travel destination. Despite regional challenges, the country's tourism sector continues to thrive, solidifying its global appeal.
Detailed information on the July 2025 tourism trends, including a breakdown of arrivals by country, is available in the latest report from the Japan National Tourism Organization. With consistent growth across a range of regions, Japan is poised to set new tourism records by the end of the year, further solidifying its status as one of the world's premier destinations.