31,650,000 Tourists Can’t Be Wrong—Japan Is On Fire

Japan has already welcomed over 30 million visitors this year at a record pace. September set a new monthly high, and a 40‑million finish looks likely if the current trend keeps up. A weaker yen is making trips feel cheaper for many travelers, turning premium hotels, dining, and experiences into better‑value choices. From January to September 2025, arrivals reached 31.65 million, up 17.7% from last year. This surge means busy periods are spreading across more months, and even “shoulder seasons” in big cities now feel crowded. September alone saw 3.26 million visitors, the highest ever for that month.

Mainland China led the comeback with 7.48 million visitors, jumping 42.7% year over year. South Korea and Taiwan followed with steady growth, while Hong Kong dipped due to rumor‑driven caution. Overall, the mix shows strong regional demand returning to pre‑pandemic levels. Tourist spending is also breaking records. In Q3, visitors spent ¥2.13 trillion, led by mainland China, Taiwan, and the U.S. The weaker yen is encouraging upgrades—more nights in nicer hotels, more omakase meals, and more paid experiences outside simple shopping.

This momentum is likely to push crowds into more cities as travelers seek value beyond the classic Tokyo‑Kyoto‑Osaka route. With more flights and friendly exchange rates, expect records to keep falling—and lines to keep growing.

Source: The Japan News (Yomiuri Shimbun), October 16, 2025.

Our Take
For Japan’s tour and travel industry, this is the moment to scale smart. Push regional itineraries and off‑peak departures to ease pressure on hotspots while capturing higher margins with guided experiences. Lock in dynamic pricing for peak weeks, expand inventory in second‑cities, and package “discount luxury” bundles that pair quality lodging with curated activities. Operators serving inbound groups should pre‑contract capacity with hotels and transport, add multilingual concierge layers, and train guides for faster turnarounds. The winners will be those who redirect demand beyond the Golden Route, protect guest experience amid crowds, and monetize the yen tailwind with upgraded, book‑ahead products.