Japan breaks tourism record in 2024 with 36.8 million visitors
Japan welcomed a record 36.8 million visitors in 2024, surpassing the previous high of 32 million in 2019, according to data from the . The figure significantly surpasses the previous record of nearly 32 million in 2019 and marks a sharp rise from 25.07 million visitors in 2023. A weaker yen, trading at a 40-year low against the US dollar, played a key role in driving the influx of international travellers.
Tourism spending surges to $51.78 billion
The surge in visitor numbers translated into substantial economic gains, with foreign tourist spending reaching 8.14 trillion yen ($51.78 billion). This represents a 53 percent increase compared to 2023. Japan’s tourism sector has become a crucial driver of economic recovery after years of stagnation.
Kyoto, one of Japan’s most iconic cities, has announced a significant increase in hotel lodging taxes, with rates reaching up to 10,000 yen ($63) per night. Kyoto Mayor Koji Matsui stated that the additional revenue will be invested in improving infrastructure, including roads and bridges, to benefit residents.
In recent years, Kyoto has taken measures to address the impact of mass tourism. In 2023, the city banned tourists from entering alleyways in the traditional Gion district after reports of visitors harassing geishas. The new lodging tax is part of broader efforts to ensure tourism benefits local communities.
Other municipalities are also addressing the challenges posed by increased tourism. In Himeji, Mayor Hideyasu Kiyomoto proposed charging foreign visitors six times more than locals to enter Himeji Castle, a UNESCO World Heritage Site. This proposal sparked debate but highlights growing concerns about balancing tourist demand with preserving cultural and historical sites.
Japan’s tourism ambitions for 2030
Despite the record-breaking numbers, Japan’s per capita tourist arrivals remain lower than those of European destinations such as France, Italy, and Spain. The Japanese government has set an ambitious target to attract 60 million visitors annually by 2030 as part of its tourism blueprint.
With its rich cultural heritage, world-class cuisine, and unique experiences, Japan continues to position itself as a leading global destination. However, balancing the economic benefits of tourism with the well-being of local communities will remain a priority for policymakers in the years ahead.
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