(Source: JNTO)
According to data released by The Japan National Tourism Organization (JNTO), the number of international visitors to Japan in September 2025 reached 3,266,800, marking a 13.7% increase compared to the same month of the previous year. This figure represents the highest September on record, surpassing the 3-million mark for the first time. It exceeds the 2,872,487 visitors recorded in September 2024 by approximately 390,000, indicating that inbound demand is expanding across a wide range of regions. Although September is typically a quieter period following the summer school holidays, the continued depreciation of the yen and the expansion of air routes supported steady growth, particularly in East Asia. Eighteen markets, including Taiwan, the United States, and Germany, achieved record highs for the month of September, contributing to the overall increase.
(Compiled based on JNTO data)
By country, the number of visitors from China reached 775,500, a year-on-year increase of 18.9%, largely driven by increased regional flight frequencies and the resumption of cruise ship calls. South Korea recorded 670,500 visitors, up 2.1%, supported by new flight services between Cheongju and Kitakyushu and additional flights between Incheon and Narita. Taiwan saw 527,000 visitors, a 12.0% increase, despite some cancellations caused by typhoons. Expansion of regional routes and holiday demand contributed to a record high for September. In contrast, Hong Kong recorded 149,500 visitors, a 12.2% decrease, affected by typhoons and the timing of the Mid-Autumn Festival.
The U.S. market remained strong, with 224,700 visitors, a 17.1% increase year-on-year, also setting a record high for September. Demand was supported by travel patterns aimed at avoiding crowds during school holidays and the autumn foliage season. In Europe, France recorded 38,800 visitors (+26.2%), Germany 52,800 (+42.3%), and Italy 28,900 (+47.5%), all showing significant growth. The Middle East market also reached a record 29,700 visitors (+109.2%), reflecting steady recovery in long-haul segments.
A comparison with September 2021 clearly illustrates the rapid pace of recovery in Japan’s inbound market. At that time, the number of international visitors was only 17,700, representing a 99.2% decline compared with September 2019, as leisure travel to Japan was virtually suspended under COVID-19 border control measures. Four years later, in September 2025, the number rebounded to over 3.26 million, reaching an all-time high and symbolizing the full-scale revival of Japan’s inbound tourism market.
These results highlight the growing diversification of Japan’s inbound market. The structure, once heavily dependent on Asian markets, has shifted; by 2025, medium- and long-haul markets such as Europe, the U.S., Australia, and the Middle East are making a steadily larger contribution. In addition to the price competitiveness brought by the weak yen, the expansion of direct flights and the overall recovery in travel demand have bolstered growth. Alongside the three major markets—China, South Korea, and Taiwan—the U.S. and European markets have become key pillars supporting total inbound demand. Meanwhile, Hong Kong experienced a temporary decline due to typhoons and local media coverage, illustrating differences in recovery pace across regions.
Looking ahead, it will be essential to strengthen regional cooperation to capture the sustained growth in demand from China and Taiwan, while re-engaging with markets showing slower recovery. At the same time, Japan should expand promotional efforts targeting long-haul markets such as Europe, North America, Oceania, and the Middle East to create stable, year-round demand not limited by season or region. Along with the growing number of visitors, enhancing regional dispersion and improving the quality of tourism infrastructure will be key to establishing a sustainable model for future tourism growth.