Okinawa Tourism Statistics

Page last updated: 22 August 2024

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

Overview

How many people visit Okinawa each year?

Around 6 to 8 million visitors travel to Hokkaido each year. From January to October 2024, 7.62 million people visited Okinawa, according to CEIC Data.

Over 2.5 million international tourists visited Okinawa in 2023.¹

In 2019, Okinawa welcomed 5.4 million international visitors, marking the highest number of recorded visitors in history.

When the pandemic began in 2020, this number dropped by 84% to 861,960 visits.

By 2021, Okinawa experienced a further decrease of 79% in international tourists with 174,530 visitors.

Inbound tourism began to rise with 429,760 visitors in 2022 and continued to recover in 2023 with 2.5 million visitors. However, this was still 52% less than the pre-pandemic year of 2019.

How many people visited Hokkaido in 2024?

Hokkaido welcomed 7,622,400 foreign visitors from January to October 2024, with the highest numbers in February (1,124,410) and January (1,108,620).

Visitor numbers peaked in the winter months, and declined in spring, with April recording the lowest at 452,980 tourists.

Number of Foreign Guests in Hokkaido 2024
Month	Total Visitors
Jan	1,108,620
Feb	1,124,410
Mar	636,540
Apr	452,980
May	518,090
Jun	655,450
Jul	938,490
Aug	848,400
Sep	627,200
Oct	712,220

How many people visited Okinawa in 2023?

In 2023, Okinawa welcomed a total of 2.5 million international visitors. This was 54% less than 2019.

How much do tourists spend in Okinawa every year?

Tourism expenditure was estimated to be over $3.67 billion during trips to Okinawa in 2023. (Due to the lack of Okinawa-specific revenue, data are estimated by multiplying Japan’s per capita spending by visitor numbers.)

Inbound tourist expenditure in Okinawa was estimated at $5.85 billion in 2019.

Information covering the pandemic period is unavailable.

In 2023, Okinawa’s international tourism revenue was estimated at $3.67 billion, 37% less than in 2019 (pre-pandemic).

How much do tourists spend in Okinawa?

Okinawa’s total tourism expenditure in 2019 was estimated at around JPY 859 billion or $5.85 billion. By 2023, international tourists spent approximately JPY 539 billion or about $3.67 billion.

How much is the average spending per capita in Okinawa?

The average visitor spending per capita was JPY 158,531 in 2023.

In 2019, the average visitor spending per capita amounted to JPY 212,764.

Which countries visit Okinawa the most?

The leading sources of foreign tourists to Okinawa are Taiwan, followed by the United States, South Korea, Hong Kong, and China.

In 2023, Taiwan was the top source of international visitors, accounting for 725,780 visits with 29% of market share.

The United States contributed approximately 20%, with 515,670 tourists.

South Korea accounted for 500,970 international visits with a market share of 19%.

How many days do tourists spend in Okinawa?

Generally, tourists spend a minimum of 3 days exploring Okinawa’s popular cities and attractions.²

Japan Travel Resources

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

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.