As temperatures drop in Japan, tourism remains strong, with autumn arrivals surpassing pre-pandemic levels. Japan welcomed 2.93 million foreign visitors in August and 2.87 million in September 2023, exceeding 2019’s figures. While typically a quiet period, this year’s August-September lull is forecasted to be less pronounced, bolstered by a significant increase in Chinese tourists starting in June. Once Japan’s largest tourism market, Chinese visitors doubled from 325,645 in September 2023 to 652,300 in September 2024. Even so, there’s room for growth to match the 9.6 million Chinese visitors in 2019.
Western tourism has rebounded, with visitors from countries like the United States, Canada, and Australia surpassing pre-pandemic numbers. Mastercard Economics Institute reports that North American and European tourists, who generally stay longer, spend more on accommodation and dining, while Asian visitors focus on shopping. The weak yen has further amplified retail spending from tourists, notably from Singapore, the U.S., and Europe.
Tourist congestion remains high in Kyoto, Tokyo, Osaka, and Okinawa. In April 2024, 68% of Kyoto’s guests were international, compared to 36% in Tokyo. Japan’s appeal is also reflected in several 2025 travel trend lists. Tokyo and Osaka are named among Airbnb’s top trending winter destinations, and Japan features prominently in travel insights from Expedia and Lonely Planet. Hilton’s 2025 “Trends Report” notes that three of its top luxury hotels worldwide for points redemption are in Japan, underscoring the country’s global allure in luxury travel markets.
Original Story https://www.cnbc.com/2024/11/11/inbound-travel-to-japan-remains-high-in-the-off-peak-autumn-months.html
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