The World Returns to Japan: 2025 Tourism Insights

From China to the U.S.—Why the World Is Choosing Japan

In 2025, a clear travel trend has emerged: Japan is becoming the most sought-after international destination. From neighbouring East Asian countries like China, South Korea, and Taiwan to long-haul markets like the U.S., Australia, and Southeast Asia, travellers are gravitating toward Japan’s perfect blend of tradition, innovation, and immersive experiences.

A New Era of Travel: Culture Over Consumerism

The return of Chinese tourists to Japan is not only significant in volume but also in intent. Gone are the days of rushed group tours and shopping marathons. Today’s Chinese travellers—especially those in their 30s and 40s—are coming with families and choosing experiences over retail. They're exploring onsen villages, participating in local festivals, and trekking through natural trails in the countryside.

Between January and April 2025 alone, over 3.13 million Chinese tourists visited Japan, surpassing even pre-pandemic levels. This reflects a seismic shift in tourism priorities, with quality experiences and deeper connections taking centre stage.

South Korea and Taiwan: Loyal Visitors Seeking Fresh Discoveries

South Korea remains Japan’s largest source of visitors, thanks to geographic proximity and cultural affinity. In March 2025, 847,000+ South Korean travellers arrived in Japan, drawn by food trails, seasonal events, and quick weekend escapes.

Taiwan continues its long-standing love affair with Japan, with consistent visitor numbers and year-round engagement. These travellers are key players in Japan’s cultural and hospitality sectors, offering stability and loyalty.

U.S. and Australia: Long-Haul Markets Fueling Tourism Growth

Surprisingly, long-haul travellers from the United States are rising fast—2.7 million Americans visited in 2024, up 33% year-over-year. Favourable currency exchange, direct flights, and a fascination with Japanese pop culture are fueling this surge.

Australia contributes over 920,000 travellers annually, with interest focused on winter sports, cherry blossom seasons, and culinary adventures.

Southeast Asia’s Rapid Rise

Countries like Thailand, Vietnam, Malaysia, and the Philippines are becoming powerful inbound markets. Young travellers influenced by anime, tech, and Japanese fashion are exploring beyond Tokyo and Osaka, opting for offbeat destinations and immersive local stays.

Visitor numbers:

• Thailand: 818,000+

• Vietnam: 691,000+

• Philippines: 621,000+

• Malaysia: 579,000+
  
  

Overcoming Setbacks: The Hong Kong Rebound

A social media scare caused a dip in visitors from Hong Kong in early 2025, but the rebound was swift. In April, arrivals surged 42.9%, showing how resilient Japan’s brand is among global travellers, even in a digital-first era.

Japan’s Response: Adapting to the Traveller of Tomorrow

The Japanese tourism industry is not standing still. Airlines are expanding regional routes. Hotels are enhancing family-friendly services. Local businesses are developing curated experiences and cultural immersion packages tailored to the evolving expectations of international tourists.

Key upgrades include:

• Localised content in Chinese and English

• Customised itineraries for family groups

• Nature and wellness retreats in rural Japan
  
  

Why This Matters for Travel Agents and Consolidators

For B2B travel professionals, this shift opens up lucrative opportunities:

• Sell curated experiences over basic packages

• Promote multi-generational travel for East Asian markets

• Bundle seasonal travel with cultural events and wellness escapes

• Explore partnerships with local Japanese DMCs for niche itineraries
  
  

Conclusion: Japan’s Tourism Revival Is Just Beginning

Japan isn’t just reclaiming its status as a top travel destination—it’s redefining what global tourism looks like in 2025. As travellers across Asia, America, and Oceania seek depth, diversity, and emotional connection, Japan is meeting that demand with authenticity and innovation.

For travel agents, consolidators, and corporate planners, the message is clear: Now is the time to double down on Japan.

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