Home » ASIA » Japan’s Tourism 2025: Record-Breaking Growth with Over 31 Million Foreign Visitors and Overtourism Challenges
Published on
October 16, 2025
TOKYO – Japan’s tourism industry is experiencing a historic surge, with over thirty-one million foreign visitors to Japan arriving between January and September 2025. This marks a significant growth in Japanese tourism, with an over seventeen percent increase from the previous year, according to data from the Japan National Tourism Organisation (JNTO), released on October 15. The rise in visitors is largely attributed to a weaker yen and a sharp increase in Chinese tourists, positioning Japan as one of the most popular travel destinations in the world.
This surge in tourism is set to break records, with projections indicating that the annual total will surpass the 2024 tourism record of thirty-nine million visitors and may even reach the forty-million mark by the end of 2025. Foreign visitors have spent a record average of seven trillion yen (approximately fifty-nine billion) on tourism spending, including accommodation, shopping, and dining, underscoring the economic benefits of this tourism boom. However, as overtourism in Japan becomes more prevalent, Japan is facing challenges related to overcrowding in urban areas.
Overtourism and the Push for Regional Tourism
As tourism in Japan continues to expand, local governments are focusing on managing the consequences of overtourism in Japan. To alleviate the strain on major urban centres, efforts are being made to encourage visitors to explore regional tourism in Japan. This strategy aims to promote lesser-known destinations, allowing tourists to disperse more evenly across the country and contribute to local economies outside the primary cities.
While urban areas are becoming increasingly crowded, there is growing recognition that sustainable tourism in Japan will require an expansion of the accommodation capacity and an emphasis on quality tourism experiences rather than sheer numbers.
Tourism Spending Trends and Visitor Etiquette
The total spending by foreign visitors in the first nine months of 2025 reflects the thriving tourism sector. However, the average spending per visitor has slightly declined by 0.2 per cent compared to the same period in 2024. Tourists from Germany, the UK, and Spain are the top spenders, with an average expenditure of over 350,000 yen per person.
Despite the economic growth, the visitor etiquette in Japan has become a point of concern. A significant portion of the Japanese population has expressed concerns about the manners and behaviour of foreign tourists, particularly regarding littering, noise, and public safety. To address this, local governments have introduced initiatives such as pictogram signs near waste bins, aimed at educating tourists about proper etiquette and cultural norms.
Japan’s Ambitious Tourism Goals for 2030
Looking ahead, Japan aims to achieve sixty million foreign visitors by 2030, contributing a total of fifteen trillion yen in tourism spending. To meet these targets, Japan will need to maintain a delicate balance between promoting regional tourism and tackling the challenges posed by overtourism. This will involve ensuring that visitors are distributed more evenly across the country, enhancing public understanding of local customs, and maintaining the overall sustainability of the tourism sector.
The Role of the Japan National Tourism Organisation (JNTO)
As Japan works towards its ambitious tourism goals, the Japan National Tourism Organisation (JNTO) plays a crucial role in shaping the nation’s tourism strategies. By promoting both international and domestic tourism, the JNTO is helping to boost Japan’s image as a leading global travel destination. However, the organisation is also mindful of the need to tackle issues such as crowding, noise, and litter in major tourist hotspots, ensuring that Japan remains a welcoming and sustainable destination for all visitors.
The Future of Japan’s Tourism Industry
As Japan continues to see unprecedented growth in foreign visitors, the country must adapt its tourism strategies to ensure the long-term sustainability of its industry. With a focus on sustainable tourism in Japan, educating tourists on visitor etiquette, and encouraging regional tourism, Japan is paving the way for a more balanced and responsible tourism future.
