Japan Tourism Statistics - How Many Tourists Visit? (2023)

Page last updated: 20 January 2025

Japan is famous for its rich cultural heritage, stunning natural scenery, and lively cities. Visitors flock to the country every year to explore its historic landmarks, World Heritage Sites, and natural wonders.

Overview

How many tourists visit Japan each year?

Around 25 to 32 million visitors travel to Japan each year.

As of January 2025, JNTO estimated 36.8 million visitors to Japan in 2024. From January to October 2024, 30.19 million visited, achieving 82% of the estimate.

In 2023, over 25.07 million domestic and international tourists visited Japan, marking an increase from the previous year but remained below the peaks of 2018 and 2019.¹

From 2011 to 2019, a consistent and steady increase in international visitors to Japan was visible.
The onset of the COVID-19 pandemic led to an 87% drop in international visitors totalling 4.12 million in 2020, and in 2021 it declined further to 250,000, reflecting the global travel restrictions and safety concerns during the pandemic.

Japan welcomed 3.83 million international tourists in 2022, and tourism increased significantly to 25.07 million in 2023.

How many tourists visited Japan in 2024?

From January to October 2024, Japan welcomed a total of 30,193,983 international visitors.

The highest number of visitors was recorded in October (3,312,193), followed by July (3,292,500) and June (3,140,642).
The lowest number of visitors was recorded in January (2,688,478), highlighting the typical off-season period at the start of the year.

Note: This is just preliminary data from the Japan National Tourism Organisation and is subject to change for future updates.

2024 International Visitors of Japan
Month	Total Visits (m)
January	2,688,478
February	2,788,224
March	3,081,781
April	3,043,003
May	3,040,294
June	3,140,642
July	3,292,500
August	2,933,381
September	2,872,487
October	3,312,193

How many tourists visited Japan in 2023?

In 2023, over 25.07 million international tourists visited Japan. This represented a 554% increase from the previous year, having 3.83 million tourists.

How much do tourists spend in Japan each year?

In 2023, international tourists spend a total of $38.6 billion in Japan.

Inbound tourist expenditure in Japan generated $46.1 billion in 2019.
This number decreased to $10.7 billion in 2020 due to coronavirus travel restrictions and fewer international visitors. However, this further decreases by 54% in 2021 to $4.9 billion.

In 2023, International visitor spending increased to 38.6 billion, a recovery year for tourism in Japan.

How much does Japan make from tourism?

According to the WTTC, Japan’s total tourism revenue in 2019 was ¥40,327 billion. In 2022, Japan’s tourism revenue amounted to ¥33,852 billion, representing 6.2% of the total GDP.²

How much is the average spending per capita in Japan?

The average per capita spending of visitors coming to Japan amounted to ¥212,765 in 2023.

In 2019, the average spending per capita amounted to ¥158,531.

Which countries visit Japan the most?

Japan’s leading source of tourists is primarily neighbouring Asian countries, with South Korea (6.9 million), Taiwan (4.2 million), China (2.4 million), and Hong Kong (2.1 Million) making up the majority of visitors in 2023.

The United States, with 2 million tourists, is the sole non-Asian country in the top five.

A significant number of visitors come to Japan from Thailand, the Philippines, Australia, Singapore and Vietnam.

How long do visitors stay in Japan?

Inbound tourists spent 7.3 days exploring Japan’s popular cities and attractions in 2022.
In 2020 and 2019, the average stay was 7.6 and 5.5 days respectively.

When is the best time to visit Japan?

The best time to visit Japan is December due to winter holidays and festive celebrations, including Christmas and New Year’s Eve, December is a peak for tourism in Japan with 2.73 million visitors in 2023.

October (2.52 million visitors) and November (2.44 million visitors) also see a peak in tourism thanks to pleasant autumn weather and the vibrant autumn foliage, known as “koyo.”

July is also considered a peak for tourism in Japan, with 2.32 million visitors due to summer vacations in many countries and Japan’s summer festivals (matsuri).

April is also a popular month (1.95 million visitors) as the cherry blossoms (sakura) bloom across the country, drawing both locals and tourists to enjoy hanami (flower viewing) parties under the beautiful pink and white blossoms.

Japan Tourism Statistics – Economic Impact

The World Travel & Tourism Council’s (WTTC) 2023 Economic Impact Research (EIR) highlighted Japan’s travel and tourism sector rebound, growing by 17.4% to $257.3 billion, which represented 6.2% of the nation’s total economic output.

Despite the strong recovery, the sector’s economic contribution was still 16.1% below the levels seen in 2019.
The sector also boosted employment, with nearly 5.09 million jobs, reflecting a 21.7% year-on-year increase and matching the employment levels of 2019.

Overtourism in Japan

Japan has also faced overtourism in recent years, with popular destinations like Kyoto, Mount Fuji, and Tokyo being overwhelmed by large numbers of tourists. Million of tourists in Kyoto has led to congestion at temples and historical sites, while locals in popular areas have expressed concerns about overcrowding and the disruption of daily life.
Japan is addressing the issue of overtourism through a combination of new rules and future plans aimed at managing visitor numbers and promoting sustainable tourism practices.

Learn more about Global Overtourism and Japan’s effort to combat it.

Where do tourists in Japan spend their money?

In 2023, the biggest expense for travellers in Japan was room accommodation, with an average spend of ¥34,859 per person.

Food and drinks came next, with each person spending about ¥29,399.
Shopping was also a major cost at ¥26,630, showing that tourists really enjoyed buying local goods and souvenirs.
Transportation costs averaged ¥9,299 per visitor while spending on entertainment services was around ¥6,037.

Why do people visit Japan?

The majority of international visitors to Japan in 2023 were tourists, with 22.38 million visiting for leisure and sightseeing.

Business travel accounted for 1.07 million visitors. This reflected Japan’s importance as a global business hub, attracting professionals for meetings, conferences, and corporate engagements.

Other Visits made up 1.62 million visitors. Although smaller than the tourist segment, this group highlighted the diverse reasons people have for travelling to Japan beyond leisure and business.

Most visited cities in Japan

Tokyo is the most visited city in Japan with a visit rate of 53% due to its status as the capital city and a major cultural, economic, and political hub.

The second most visited city is Osaka with a 40% visit rate, known for its modern architecture, nightlife, and hearty street food.

Close to Tokyo, Chiba Prefecture has a visit rate of 38%, influenced by attractions like Tokyo Disneyland.

With a visit rate of 30%, Kyoto is well-known for its classical Buddhist temples, as well as gardens, imperial palaces, Shinto shrines, and traditional wooden houses.

Fukuoka Prefecture holds a 12% visit rate. Located on the northern shore of Japan’s Kyushu Island, it’s known for its ancient temples, beaches, and modern shopping malls.

Japan Travel Statistics

Asia Travel Statistics

References

Japan Tourism Statistics: Travel Inbound Statistics ↩︎
WTTC: Overall Tourism Revenue ↩︎