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Foreign visitors to Japan set a new all-time spending record

Updated: Mar 15

–This milestone demonstrates Japan's unwavering appeal as a travel destination
Shibuya Crossing, often called the «world's busiest pedestrian intersection,» is a symbol of Tokyo's vibrant energy. With its dazzling neon lights, giant video screens, and the rhythmic flow of thousands of people crossing in all directions, it offers a dynamic urban spectacle that captivates visitors. Its iconic status is further boosted by nearby attractions like Shibuya Scramble Square, Hachiko Statue, and a wealth of shopping and dining options, making it a must-see destination for anyone visiting Japan. Photo by Timo Volz on Unsplash
Shibuya Crossing, often called the «world's busiest pedestrian intersection,» is a symbol of Tokyo's vibrant energy. With its dazzling neon lights, giant video screens, and the rhythmic flow of thousands of people crossing in all directions, it offers a dynamic urban spectacle that captivates visitors. Its iconic status is further boosted by nearby attractions like Shibuya Scramble Square, Hachiko Statue, and a wealth of shopping and dining options, making it a must-see destination for anyone visiting Japan. Photo by Timo Volz on Unsplash

Foreign tourism to Japan reached unprecedented heights in 2024, with international visitors spending a record-breaking 4.2 trillion yen (approximately $28.8 billion).


–This milestone demonstrates Japan's unwavering appeal as a travel destination, said Tetsuo Kawahara, spokesperson for the Japan Tourism Agency.8 billion). This remarkable achievement underscores Japan's appeal as a top global destination, driven by the nation’s unique cultural experiences, modern infrastructure, and a well-executed tourism strategy.


35.5 million foreign tourists

Kyoto News is writing that the surge in spending aligns with an estimated 35.5 million foreign tourists arriving in Japan in 2024, nearing pre-pandemic levels. Visitors were drawn to the country’s vibrant cities, historic landmarks, world-class cuisine, and seasonal festivals. Notable attractions included cherry blossom viewing in spring, hiking in the Japanese Alps, and attending events like the Tokyo International Film Festival.


The Japanese government’s focus on regional tourism was also a major factor.

–By promoting lesser-known regions like Tohoku and Shikoku, we aim to ensure that all parts of Japan benefit from tourism, stated Yukari Tanaka, director of regional promotion at the Ministry of Land, Infrastructure, Transport, and Tourism.


Key contributors to spending

Shopping: Shopping accounted for the largest share of tourist expenditure, with international visitors splurging on high-quality Japanese products such as electronics, cosmetics, fashion, and traditional crafts. Duty-free shopping hubs in major cities played a pivotal role in this trend.


Accommodation and dining: Spending on accommodations and dining also contributed significantly. Tourists sought out traditional inns (ryokan) for immersive stays and indulged in Japan’s renowned culinary offerings, including sushi, ramen, and kaiseki meals.


Transportation: Japan’s efficient public transportation system, including the iconic Shinkansen bullet trains, enabled tourists to explore multiple regions with ease. The Japan Rail Pass remained a popular choice for economical travel.


Return of key markets

China, South Korea, Taiwan, and the United States were among the top source markets for Japan in 2024.

–Chinese tourists, in particular, have shown a strong affinity for luxury experiences and high-end shopping, remarked Hiroshi Yamamoto, senior analyst at the Japan Travel Bureau Foundation.


The return of Chinese tourists, in particular, marked a significant recovery following the easing of travel restrictions. Chinese visitors demonstrated strong purchasing power, especially in the luxury goods and hospitality sectors.


Osaka Castle, a historic symbol of resilience and grandeur, boasts striking white walls, gleaming golden accents, and a commanding presence amid lush grounds. Built in the late 16th century by Toyotomi Hideyoshi, it played a pivotal role in unifying Japan. Today, it houses a museum detailing the castle's history and offers panoramic views of Osaka from its observation deck. Surrounded by a scenic park with cherry blossoms in spring, it’s a timeless attraction blending history, culture, and natural beauty. Photo: neepster, Flickr CC BY-SA 2.0
Osaka Castle, a historic symbol of resilience and grandeur, boasts striking white walls, gleaming golden accents, and a commanding presence amid lush grounds. Built in the late 16th century by Toyotomi Hideyoshi, it played a pivotal role in unifying Japan. Today, it houses a museum detailing the castle's history and offers panoramic views of Osaka from its observation deck. Surrounded by a scenic park with cherry blossoms in spring, it’s a timeless attraction blending history, culture, and natural beauty. Photo: neepster, Flickr CC BY-SA 2.0
Challenges and opportunities

While the record-breaking numbers highlight Japan’s tourism success, challenges remain. Over-tourism in major hotspots like Kyoto and Mount Fuji prompted calls for sustainable tourism practices.


–Kyoto's beauty must be preserved for future generations, said mayor Daisaku Kadokawa, who has championed new visitor management policies. Local governments have introduced measures to mitigate these effects, including tourist caps and visitor education initiatives.


Looking forward, Japan aims to maintain momentum by enhancing accessibility, improving multilingual support, and promoting eco-friendly tourism.

–Sustainability is at the heart of our vision for the future of tourism, emphasized Akiko Fujita, head of the Japan Sustainable Tourism Council. The government is also exploring innovative strategies such as virtual tours and digital travel guides to attract tech-savvy travelers.





Kyoto’s parks and pagodas epitomize tranquility and timeless elegance. Scenic spots like Arashiyama Park and Maruyama Park offer serene landscapes, especially breathtaking during cherry blossom and autumn foliage seasons. The city's iconic pagodas, such as the five-story Toji Temple and Kiyomizu-dera’s hillside sanctuary, blend harmoniously with their surroundings, reflecting Japan's spiritual heritage. Together, they create a captivating blend of natural beauty and cultural splendor that enchants every visitor. Photo by Erik Eastman on Unsplash
Kyoto’s parks and pagodas epitomize tranquility and timeless elegance. Scenic spots like Arashiyama Park and Maruyama Park offer serene landscapes, especially breathtaking during cherry blossom and autumn foliage seasons. The city's iconic pagodas, such as the five-story Toji Temple and Kiyomizu-dera’s hillside sanctuary, blend harmoniously with their surroundings, reflecting Japan's spiritual heritage. Together, they create a captivating blend of natural beauty and cultural splendor that enchants every visitor. Photo by Erik Eastman on Unsplash

Unforgettable travel experiences

Japan’s ability to achieve a historic tourism milestone in 2024 reflects its resilience and adaptability. As the world increasingly looks to Japan for unforgettable travel experiences, the nation’s commitment to sustainability and cultural preservation will be key to shaping its tourism future.


Japan boasts a wide variety of popular destinations that attract millions of tourists each year. Here are some of the most visited and iconic places in Japan:


Tokyo

  • Shibuya Crossing: One of the busiest pedestrian crossings in the world.

  • Tokyo Tower and Skytree: Iconic landmarks offering panoramic city views.

  • Asakusa and Senso-ji Temple: Historic district with a famous Buddhist temple.

  • Akihabara: Hub for electronics, anime, and otaku culture.


Kyoto

  • Fushimi Inari Shrine: Known for its thousands of vermilion torii gates.

  • Arashiyama Bamboo Grove: A serene forest of towering bamboo.

  • Kinkaku-ji (Golden Pavilion): A Zen temple covered in gold leaf.

  • Gion District: Famous for geisha culture and traditional tea houses.


Dotonbori is a vibrant district bursting with energy, famous for its dazzling neon lights, lively atmosphere, and iconic landmarks like the Glico Running Man sign. Known as a food lover’s paradise, it offers an array of street food delights, including takoyaki and okonomiyaki. With its bustling canal, colorful billboards, and endless entertainment options, Dotonbori captures the essence of Osaka’s dynamic spirit, making it a must-visit destination. Photo by Richard Tao on Unsplash
Dotonbori is a vibrant district bursting with energy, famous for its dazzling neon lights, lively atmosphere, and iconic landmarks like the Glico Running Man sign. Known as a food lover’s paradise, it offers an array of street food delights, including takoyaki and okonomiyaki. With its bustling canal, colorful billboards, and endless entertainment options, Dotonbori captures the essence of Osaka’s dynamic spirit, making it a must-visit destination. Photo by Richard Tao on Unsplash
Osaka
  • Osaka Castle: A historic symbol of Osaka with a scenic park.

  • Dotonbori: Vibrant entertainment area known for neon lights and street food.

  • Universal Studios Japan: Popular theme park with attractions like Super Nintendo World.


Mount Fuji and the Fuji Five Lakes

  • Mount Fuji: Japan's tallest and most iconic mountain, a UNESCO World Heritage site.

  • Lake Kawaguchi: Offers breathtaking views of Mount Fuji.

Hiroshima Peace Memorial Park stands as a poignant tribute to the victims of the 1945 atomic bombing. Spanning over 120,000 square meters, the park features solemn landmarks like the Atomic Bomb Dome, the Cenotaph, and the Peace Memorial Museum, each telling a story of resilience and hope. It’s a place for reflection and a global symbol of peace, attracting millions of visitors who come to honor the past and envision a world without nuclear weapons. Photo: David Stanley, Flickr CC BY 2.0
Hiroshima Peace Memorial Park stands as a poignant tribute to the victims of the 1945 atomic bombing. Spanning over 120,000 square meters, the park features solemn landmarks like the Atomic Bomb Dome, the Cenotaph, and the Peace Memorial Museum, each telling a story of resilience and hope. It’s a place for reflection and a global symbol of peace, attracting millions of visitors who come to honor the past and envision a world without nuclear weapons. Photo: David Stanley, Flickr CC BY 2.0

Hiroshima

  • Hiroshima Peace Memorial Park: A somber tribute to the victims of the atomic bombing.

  • Itsukushima Shrine: Famous for its floating torii gate on Miyajima Island.


Nara

  • Todai-ji Temple: Houses the Great Buddha, one of Japan's largest bronze statues.

  • Nara Park: Known for its freely roaming deer.


Hokkaido

  • Sapporo Snow Festival: Celebrated for stunning ice and snow sculptures.

  • Furano and Biei: Famous for colorful flower fields in summer.



Okinawa

  • Shurijo Castle: Reflects Okinawa's unique Ryukyu Kingdom heritage.

  • Ishigaki and Miyako Islands: Known for pristine beaches and coral reefs.


Hakone

  • Hot Springs (Onsen): Renowned for relaxing baths with scenic mountain views.

  • Hakone Open-Air Museum: Combines nature and art with outdoor sculptures.


Nikko

  • Toshogu Shrine: Lavishly decorated shrine dedicated to Tokugawa Ieyasu.

  • Kegon Falls: One of Japan's most beautiful waterfalls.


These destinations showcase Japan's mix of modernity, tradition, and natural beauty, making the country a diverse and unforgettable travel experience.


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