(Source: JNTO)
According to data released by the Japan National Tourism Organization (JNTO), the number of international visitors to Japan in October 2025 reached 3,896,300, marking a 17.6% increase compared to the same month of the previous year. This figure set a new record high for October, surpassing 3.8 million visitors for the first time. The total exceeded the 3,312,193 visitors in October 2024 by roughly 580,000, and also rose from 3,266,800 in September 2025.
The growth was driven by robust demand from East Asia, combined with a steady recovery in North America, Europe, Oceania, and the Middle East. The start of the autumn foliage season, expansion of international flight routes, and the continued depreciation of the yen further boosted arrivals. As a result, 20 markets recorded their highest-ever October figures.
(Compiled based on JNTO data)
By country, China saw a significant recovery, with 715,700 visitors, up 22.8% year on year, supported by increased flights from regional cities such as Shanghai and Fuzhou, along with the effects of the National Day and Mid-Autumn Festival holidays. South Korea recorded 867,200 visitors, a rise of 18.4%, aided by new routes such as Cheongju–Naha and additional flights on the Busan–New Chitose route. Taiwan reached 595,900 visitors, up 24.4%, setting a new record thanks to expanded regional routes and holiday travel demand. In contrast, Hong Kong saw a slight decline of 1.4% to 196,000 visitors, as this year’s calendar did not align with the Chung Yeung Festival holiday that boosted travel in 2024.
From the United States, visitor arrivals totaled 335,700, up 20.6% year on year, maintaining strong momentum. Supported by diversified autumn travel patterns and the weak yen, the market set another record following September. In Europe, arrivals grew significantly from Germany (56,000; +29.2%), Italy (29,400; +17.3%), and Spain (28,700; +22.7%). The Middle East also showed growth, with 27,900 visitors (+33.8%), reflecting a stable recovery trend across long-haul markets.
These results highlight the diversification of Japan’s inbound tourism markets. While East Asia remains a key source region, the contribution from long-haul markets such as North America, Europe, Oceania, and the Middle East is steadily rising. The expansion of direct flights and sustained recovery in travel demand, combined with the yen’s favorable exchange rate, have contributed to this trend. Meanwhile, temporary declines were seen in some regions, such as Hong Kong, due to seasonal factors.
Looking ahead, it will be essential to capture the continued strong demand from China and Taiwan, while also re-engaging with markets showing slower growth. Strengthening seasonal and regionally balanced promotional efforts targeting Europe, North America, Oceania, and the Middle East will be key to creating stable, year-round demand. Alongside visitor growth, Japan will need to advance regional dispersion and improvements in the quality of the travel experience, establishing a sustainable tourism growth model for the future.