Japan's foreign visitors reach 21.5 million in H1 of 2025??
Japan welcomed an estimated 3,377,800 foreign visitors in June 2025, the highest ever for the month, according to data released by the Japan National Tourism Organization (JNTO).
“This represents a 7.6 percent increase from the same month last year,” the JNTO said in a statement. The cumulative number of foreign visitors in the first half of 2025 reached 21,518,100, surpassing the 20 million mark at the fastest pace ever recorded. This figure is 3.7 million more than the same period in 2024.
Despite June being a relatively calm period before Japan’s peak summer travel season, the JNTO said, “In many markets, there was an increase in demand to travel to Japan in conjunction with the school holidays, which led to an increase in the number of foreign visitors.”
Key source markets: Growth in Asia, US, Europe, Australia
According to JNTO, a range of source markets contributed to the surge, including China, South Korea, Singapore, India, the United States, Germany, and Australia. “In addition to breaking the previous record for a single month in the United States, sales also reached all-time highs for the month of June in 15 markets, including South Korea, Taiwan, and Singapore,” the agency said.
Chinese tourist arrivals rose 53.5 percent, while those from South Korea increased 7.7 percent. Travel from Russia increased by more than 100 percent year-on-year, with a 103.7 percent rise. Visitors from the Middle East increased by 53.8 percent, and those from Spain rose by 49.1 percent.
Rumours impact visitors from Hong Kong
While most markets saw growth, Hong Kong was an exception. June visitor numbers from the city dropped 33.4 percent, and the first-half figure dipped 0.4 percent compared to 2024. The JNTO attributed this decline to “online rumours warning of a huge quake in Japan.”
Although Japanese authorities have repeatedly denied the claims, some Hong Kong residents have avoided travel due to concerns reportedly sparked by a manga comic predicting a disaster based on a dream. The confirmed, “The agency will continue to reflect on what it can do in the face of such a situation.”??
Tourism strategy anchored on regional promotion and sustainability
Japan’s tourism promotion efforts are being guided by the Fourth Tourism Nation Promotion Basic Plan, formulated in March 2023, which focuses on “sustainable tourism,” “increasing consumption,” and “promoting tourism to regional areas.”
“To achieve these targets, we will strategically promote travel to Japan while closely analysing market trends,” the JNTO said.
Meanwhile, according to an NHK report, the Japan Tourism Agency (JTA) stated that foreign visitors spent a record JPY 4.8 trillion ($32.27 billion) in the first half of 2025, representing a 22.9 percent year-over-year increase. JTA Commissioner Murata Shigeki said Japan remains a strong draw for Asian travellers, who make up about 80 percent of all foreign visitors. He added that air travel had recovered and pledged to “come up with new promotional strategies” to increase regional tourism.
Murata confirmed that authorities are still monitoring outbound travel sentiment in Hong Kong and noted, “Interest in tours to Japan is growing.”
Japan’s first IR begins construction
Adding to Japan’s long-term tourism momentum, construction has begun on the country’s first integrated resort with a 바카라 on Yumeshima Island in Osaka Bay.
A groundbreaking ceremony held in April 2025 was attended by representatives from MGM Resorts International, Orix Corporation, and local officials. The JPY1.27 trillion (7.8 billion) development, operated by Osaka IR, is scheduled to open in 2030.
The resort will feature 2,500 hotel rooms, a 3,500-seat theatre, extensive dining and entertainment options, as well as major convention and exhibition facilities. Despite the 바카라 floor occupying only 3 percent of the indoor space, analysts expect MGM Osaka to compete with gaming hubs like Macau and Singapore.
