Okinawa Tourism Statistics

Page last updated: 10 November 2025

Okinawa is renowned for its pristine beaches, coral reefs, and rich cultural heritage influenced by its unique Ryukyu Kingdom history.

How many people visit Okinawa each year?

Over 9 million tourists (both international and domestic) visit Okinawa each year, and in 2024, the number of visitors reached approximately 9.67 million.¹

• Before the pandemic, overall visitor numbers peaked at 10.16 million in 2019, while in 2023, the destination recorded 8.24 million total visitors (domestic and international combined), approximately 81% of pre-pandemic levels.

• Okinawa recorded approximately 9.67 million total visitors (domestic and international) in 2024, about 95% of the pre-pandemic peak.

How many people visited Okinawa in 2024?

• Over 9.67 million tourists visited Okinawa in 2024.Domestic tourists made up the majority of Okinawa visitors at 78% (7.54 million), while international visitors accounted for 22% (2.13 million) of total tourists in 2024.

How many people visited Okinawa in 2023?

• Over 8.24 million tourists visited Okinawa in 2023.Domestic tourists accounted for approximately 88% (7.22 million), while international visitors comprised 12% (1.02 million) of total arrivals in Okinawa in 2023.

How much do tourists spend in Okinawa every year?

Tourists spend over ¥850 billion in Okinawa each year.

• Tourist spending reached ¥797.0 billion before the pandemic in 2019, and ¥856.3 billion in total spending in 2023, 7% higher than 2019 levels.

• Tourist total spending is projected to reach ¥898.7 billion in 2024, 13% higher than pre-pandemic figures.

How much do tourists spend in Okinawa in 2024?

Tourists spend ¥898.7 billion in Okinawa in 2024.

• Domestic tourists contribute approximately 76% (¥683 billion), while international visitors account for 24% (¥216 billion) of total spending in 2024.

How much do tourists spend in Okinawa in 2023?

Tourists spent ¥856.3 billion (approximately $5.8 billion) in Okinawa in 2023.

• Domestic tourists contributed approximately 76% (¥651 billion), while international visitors accounted for 24% (¥205 billion) of total spending in 2023.

How much does it cost to visit Okinawa?

The average cost to visit Okinawa is approximately ¥100,362 ($680) per trip in 2024.

• Domestic visitors: Approximately ¥95,000 ($640) per trip (averaging ¥30,000 per day for 3.2 nights).

• International visitors: Approximately ¥101,400 ($690) per trip (averaging ¥21,575 per day for 4.7 nights).

Which countries visit Okinawa the most?

The leading sources of international visitors to Hokkaido in 2024 were Taiwan, South Korea, Hong Kong, the United States, and China.

• Taiwan topped the list with approximately 742,000 visitors, representing the largest share of overseas arrivals.

• South Korea followed with around 424,000 visitors, highlighting strong travel demand from East Asia.

• Hong Kong ranked third, contributing about 318,000 visitors, while the United States accounted for 170,000 travelers.

• China completed the top five with roughly 148,000 visitors.

• Other significant markets included Thailand (64,000 visitors), Singapore (42,000), the Philippines (32,000), Australia (25,000), and the United Kingdom (21,000).

How many days do tourists spend in Okinawa?

Visitors stay an average of approximately 3.8 nights in Okinawa in 2024.

• Domestic visitors: Stay approximately 3.5 nights on average, typically for long weekends and holidays.

• International visitors: Stay around 4.7 nights on average, with groups such as Taiwanese visitors being among the longest-staying tourists.²

Asia & Global Travel Resources

Why do people visit Okinawa?

Okinawa attracts visitors primarily for leisure travel (85%), with tourists enjoying its beaches, culture, and tropical atmosphere in 2024.

• Visiting friends and relatives accounts for 8% of visitors, making it the second-largest travel purpose.

• Business travelers represent 5% of visitors, attending conferences and professional meetings.

• Education-related travel and other purposes comprise the remaining 2% of visitors.

When is the best time to visit Okinawa?

The best time to visit Okinawa depends on weather preferences and crowd tolerance.

• December-February (Winter): Mild weather is popular with mainland Japanese visitors seeking warmth.

• March-May (Spring): Pleasant temperatures and beautiful weather before peak season.

• June-September (Summer): Peak season with optimal beach weather but highest crowds and typhoon risk.

• October-November (Fall): Ideal conditions with warm weather, fewer crowds, and tapering typhoon season.

What are the peak tourist months in Okinawa?

August and July are the peak tourist months in Okinawa tourism in 2024.

• August is the busiest month with approximately 1.004 million visitors, followed by July with 915,000 visitors.

• October attracts around 887,000 visitors, while March draws 845,000 visitors.

How popular is Okinawa as a tourist destination?

• Skyscanner, a leading UK travel website, ranked Okinawa 6th in the top seven holiday destinations. Okinawa, the only Asian destination on the list, was praised for its “most beautiful and mysterious beaches”. ³

• Okinawa also ranks 9th as the “Top Island Reader’s Choice award by Conde Nast Travelers”.⁴

Economic Impact – Okinawa Tourism Statistics 2024

• Tourism contributes 15-20% to Okinawa’s economy.

• The sector supports tens of thousands of jobs.

• Tourist spending of ¥898.7 billion generates ¥1.17 trillion in total economic output.

Which destination or attraction is a must-visit in Okinawa?

• Kokusai-Dori Street: A 1.6-kilometer lively street in Naha, filled with shops, restaurants, and entertainment.

• Aeon Mall Okinawa Rycom: A large shopping mall with 220 stores, including dining, fashion, and a movie theatre.

• Senagajima Umikaji Terrace: A seaside complex near Naha Airport offering Okinawan cuisine, crafts, activities, and weekly events.

• Okinawa World (Gyokusendo Cave): A theme park showcasing Okinawa’s culture, history, and nature.

• Kouri Island: A scenic island connected by Kouri Bridge, known for its untouched beauty and romantic atmosphere.

Japan Travel Statistics

• Japan Statistics
  • Hokkaido Statistics
  • Osaka Statistics
  • Tokyo Statistics
    

Asia Travel Statistics Resources

• China Statistics
• Dubai Statistics
• Hong Kong Statistics
• India Statistics
• Indonesia Statistics (incl. Bali)
• Israel Statistics
• Malaysia Statistics
• Saudi Arabia Statistics
• Singapore Statistics
• South Korea Statistics
• Sri Lanka Statistics
• Thailand Statistics (incl. Bangkok)
• Turkey Statistics

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References

1. JNTO: Tourism Figures in Okinawa ↩︎
2. VOJ: Minimum stay to explore Okinawa ↩︎
3. RS:: Ranking of Okinawa ↩︎
4. CNT: CondeNastTravel Ranking. ↩︎