Regional Characteristics and Growth Trends

The East Asian market remains the largest source of visitors to Japan, recording approximately 27.84 million visitors annually. While South Korea (9.459 million, up 7.3%) and Taiwan (6.763 million, up 11.9%) showed steady growth, China recorded 9.096 million (down 30.3%), affected by government travel advisories. Hong Kong also decreased slightly to 2.517 million (down 6.2%).

The surge in Western markets is the biggest story of 2025. The United States increased significantly to 3.307 million (up 21.4%), and major European countries all recorded high growth of around 30%. In particular, Germany (up 31.8%), Italy (up 34.6%), Spain (up 34.7%), and others were boosted by Japan’s sustained popularity and school holidays.