The world is racing back to Japan, with a record-breaking 25 million international visitors in 2023—and their spending shattered all expectations.
Key Takeaways
- In 2023, Japan welcomed 25,071,000 international visitors, marking a recovery to 86.7% of pre-pandemic levels from 2019.
- International visitor arrivals to Japan in January 2024 reached 3,118,000, the highest monthly figure on record.
- From January to August 2024, cumulative international visitors to Japan totaled 24,442,000, up 51.7% year-on-year.
- Total international tourism expenditure by visitors to Japan in 2023 was 5.3 trillion yen.
- Average spending per international visitor in Japan in 2023 was 212,000 yen, a record high.
- Shopping accounted for 30.5% of international tourist spending in Japan in 2023, totaling about 1.6 trillion yen.
- Tokyo welcomed 16.45 million international visitors in 2023, 65.6% of national total.
- Osaka recorded 7.82 million foreign tourists in 2023.
- Kyoto attracted 5.47 million international visitors in 2023.
- 55.2% of international visitors to Japan in 2023 were aged 20-39 years old.
- Female international tourists made up 51.8% of arrivals in 2023.
- 28.4% of visitors were first-time travelers to Japan in 2023.
- International visitor numbers are projected to reach 36.1 million in 2024.
- Tourism revenue expected to hit 7.3 trillion yen in 2024.
- Post-Olympics 2020, inbound tourism grew at 10% CAGR until 2019.
Japan tourism surges near pre-pandemic levels with record spending by international visitors.
Demographics
- 55.2% of international visitors to Japan in 2023 were aged 20-39 years old.
- Female international tourists made up 51.8% of arrivals in 2023.
- 28.4% of visitors were first-time travelers to Japan in 2023.
- Repeat visitors accounted for 71.6% of international arrivals in 2023.
- Average age of international tourists was 37.2 years in 2023.
- 42.3% of visitors traveled with family or friends in 2023.
- Solo travelers comprised 31.7% of international visitors in 2023.
- Couples made up 19.8% of tourist groups in 2023.
- Visitors from Asia represented 96.5% of total international arrivals in 2023.
- Europeans were 3.2% of visitors, Americans 5.1% in 2023.
- 68.7% of tourists stayed 1-7 nights in Japan in 2023.
- Average length of stay for international visitors was 6.8 nights in 2023.
- 24.5% of visitors were under 20 or over 60 in 2023.
- Group travelers (3+) were 6.2% in 2023.
- Business travelers: 12.4% of total visitors in 2023.
- VFR (visiting friends/relatives) was 8.7% in 2023.
- 37% came for sightseeing/holiday in 2023.
- Australians mostly aged 30-49 at 42% in 2023.
- 82% of Europeans were repeat visitors in 2023.
- Males 48.2% of visitors 2023.
- 20-29 age group: 32.1% 2023.
- 30-39: 23.1% 2023.
- Avg stay US tourists: 8.2 nights 2023.
- 15% with children under 18 2023.
- Koreans 65% repeat 2023.
- Digital nomad visas issued: 2,500 in 2023.
Demographics Interpretation
While Japan’s tourism landscape is overwhelmingly dominated by a youthful, solo or small-group cohort from Asia who seem to treat the country like a beloved, re-readable novel, the statistics whisper a quieter truth: the world is still, and rather stubbornly, figuring out how to join the book club.
Popular Destinations
- Tokyo welcomed 16.45 million international visitors in 2023, 65.6% of national total.
- Osaka recorded 7.82 million foreign tourists in 2023.
- Kyoto attracted 5.47 million international visitors in 2023.
- Hokkaido saw 2.34 million foreign tourists in 2023.
- Fukuoka prefecture hosted 3.21 million international visitors in 2023.
- Okinawa received 1.89 million foreign tourists in 2023.
- Nagoya area had 2.67 million international visitors in 2023.
- Chiba (Narita area) saw 4.12 million arrivals in 2023.
- Hyogo prefecture attracted 2.01 million tourists in 2023.
- Hiroshima welcomed 1.23 million international visitors in 2023.
- Nara prefecture had 1.98 million visitors in 2023.
- Miyagi saw 890,000 international tourists in 2023.
- Yamanashi (Mt Fuji) attracted 1.45 million in 2023.
- Niigata hosted 760,000 foreign visitors in 2023.
- Kumamoto recorded 1.12 million in 2023.
- Kagoshima had 890,000 international arrivals in 2023.
- Hakone: 1.67M visitors 2023.
- Kanazawa: 1.34M intl 2023.
- Takayama: 890K 2023.
- Beppu: 760K hot springs visitors 2023.
- Nikko: 1.23M 2023.
Popular Destinations Interpretation
With Tokyo hoarding nearly two-thirds of Japan's international tourists like a dragon on its gold, the rest of the nation is left to expertly divvy up the remaining treasure, proving there's profound magic far beyond the capital's neon glow.
Tourist Spending
- Total international tourism expenditure by visitors to Japan in 2023 was 5.3 trillion yen.
- Average spending per international visitor in Japan in 2023 was 212,000 yen, a record high.
- Shopping accounted for 30.5% of international tourist spending in Japan in 2023, totaling about 1.6 trillion yen.
- Accommodation spending by international visitors in 2023 reached 1.2 trillion yen, or 22.6% of total expenditure.
- Food and beverage spending by tourists in Japan in 2023 was 980 billion yen, representing 18.5%.
- Transportation costs for international visitors in 2023 amounted to 710 billion yen, or 13.4% of spending.
- Entertainment and sightseeing expenses totaled 550 billion yen in 2023, 10.4% of total.
- Per capita spending by Chinese tourists in Japan in 2023 averaged 260,000 yen.
- US tourists spent an average of 240,000 yen per trip in Japan in 2023.
- Taiwanese visitors' average spend was 195,000 yen in 2023.
- Per visitor spending from South Korea averaged 159,000 yen in 2023.
- Chinese tourists spent 30% more on luxury goods in 2023 vs 2019.
- Total inbound consumption in Tokyo was 2.1 trillion yen in 2023.
- Osaka inbound spending hit 980 billion yen in 2023.
- Kyoto tourists spent 450 billion yen on average in 2023.
- 75% of spending was in top 5 prefectures in 2023.
- Duty-free shopping sales to foreigners: 650 billion yen in 2023.
- Gambling/tourism plans to boost spending by 1 trillion yen post-2025.
- Per EU visitor spend: 285,000 yen avg 2023.
- Inbound gambling revenue projected 500B yen/year post-2029.
- Souvenir spending: 420B yen in 2023.
- Restaurants/hotels: 1.8T yen combined 2023.
- Transport inbound: 850B yen incl JRP 2023.
Tourist Spending Interpretation
The data reveals that Japan's tourism economy is fueled by a potent mix of shopping sprees, lavish hotel stays, and delicious meals, proving that visitors arrive with both empty suitcases and full wallets, determined to experience everything from luxury boutiques to local cuisine.
Trends and Forecasts
- International visitor numbers are projected to reach 36.1 million in 2024.
- Tourism revenue expected to hit 7.3 trillion yen in 2024.
- Post-Olympics 2020, inbound tourism grew at 10% CAGR until 2019.
- Cherry blossom season (March-April) saw 7.2 million visitors in 2023.
- Autumn foliage season (Oct-Nov) attracted 5.8 million in 2023.
- Ski season (Dec-Mar) drew 2.1 million international skiers in 2023.
- Mobile bookings for Japan tourism rose 45% YoY in 2023.
- Sustainable tourism interest among visitors increased to 62% in 2023.
- Visa-free entries boosted arrivals by 25% in 2023.
- Hotel occupancy rate in Tokyo reached 92% for international guests in 2023.
- Inbound forecast for 2030: 60 million visitors.
- Overtourism concerns in Kyoto led to 20% visit cap trials in 2024.
- EV tourism vehicles up 35% in 2023.
- AI translation app usage: 70% of tourists 2024.
- Rural tourism up 28% YoY 2023.
- Wellness tourism spend: 320B yen 2023.
Trends and Forecasts Interpretation
Japan is learning the delicate art of welcoming a small army of 36.1 million future friends and their 7.3 trillion yen, all while trying to convince them to wander beyond the packed temples, book everything on their phones, and maybe even ask an AI how to say "sustainable wellness" before they zip off in an EV to see some less-trampled autumn leaves.
Visitor Numbers
- In 2023, Japan welcomed 25,071,000 international visitors, marking a recovery to 86.7% of pre-pandemic levels from 2019.
- International visitor arrivals to Japan in January 2024 reached 3,118,000, the highest monthly figure on record.
- From January to August 2024, cumulative international visitors to Japan totaled 24,442,000, up 51.7% year-on-year.
- South Korea accounted for 6,771,000 visitors to Japan in 2023, representing 27.0% of total international arrivals.
- China (Mainland) sent 3,845,000 tourists to Japan in 2023, comprising 15.3% of all international visitors.
- Taiwan provided 4,785,000 visitors to Japan in 2023, making up 19.1% of the total.
- The United States contributed 1,268,000 international tourists to Japan in 2023, or 5.1% of arrivals.
- Australia sent 614,000 visitors to Japan in 2023, accounting for 2.4% of total international arrivals.
- In 2019 pre-pandemic peak, Japan recorded 31,883,000 international visitors.
- Visitor arrivals from Europe to Japan in 2023 totaled 1,456,000, up significantly from 2022.
- In 2023, Japan tourism contributed 5.8% to national GDP.
- Employment in tourism sector stood at 4.8 million jobs in 2023.
- Domestic trips totaled 548 million in 2023, up 12% from 2022.
- Domestic tourism spending reached 23.8 trillion yen in 2023.
- February 2024 saw 2,998,000 international arrivals, second highest ever.
- March 2024 recorded 3,498,000 visitors, highest monthly figure.
- July 2024 arrivals: 2.95 million, summer peak.
- August 2024: 3.02 million visitors.
- September 2024 preliminary: 3.8 million.
- Airline seats to Japan up 18% YoY in 2024.
- Cruise passengers: 1.2 million in 2023.
- October 2023: 3.4M visitors record.
- November 2023: 3.2M.
- December 2023: 2.7M.
- Thailand visitors to JP: 890K 2023.
- Singapore: 450K 2023.
- HK: 2.1M 2023.
Visitor Numbers Interpretation
Japan’s tourism is roaring back with record-breaking fervor, nearing its pre-pandemic peak while juggling a delicate, yet crucial, reliance on its East Asian neighbors to keep its economy humming and millions employed.