(Based on JNTO materials)
In September 2024, Japan welcomed 2,872,200 foreign visitors, marking a 31.5% increase compared to the same month last year and a 26.4% rise compared to September 2019. The number of visitors in September 2019 was 2,272,883, which means that the current figure has significantly surpassed pre-pandemic levels. This also marks the eighth consecutive month of record-breaking numbers. By the end of September, the total number of visitors for the year reached 26,880,200, exceeding the 25,066,350 total for all of 2023.
Compared to September 2023, the number of visitors in September 2024 increased by approximately 690,000, representing a 31.5% growth. However, in comparison to August 2024, the number of visitors decreased by around 60,000. Historically, there has been a decline in inbound visitors between August and September, but this year the drop was more pronounced. This could be attributed to the end of the summer holiday season and shifts in travel patterns. Moving forward, revising tourism policies and promotional efforts in line with seasonal fluctuations may be necessary to maintain a steady flow of inbound visitors.
(Based on JNTO materials)
Looking at outbound travel by Japanese nationals, the number of departures in September 2024 was 1,212,600, reflecting a 20.7% increase compared to the same month in 2023. However, the figure is still approximately 30% lower than the 1,751,477 recorded in September 2019. While outbound travel is gradually recovering, it is expected to take more time to return to pre-pandemic levels.
Among inbound visitors, South Korea topped the list in September 2024 with 656,700 visitors, showing a 15.1% increase from the previous year and a substantial 226% growth compared to September 2019. Unlike other Asian countries, South Korea also saw an upward trend compared to August 2024, with 612,100 visitors, indicating strong demand heading into the autumn season.
(Based on JNTO materials)
Following South Korea, the countries with the highest number of visitors were China, Taiwan, the United States, and Hong Kong. China ranked second with 652,300 visitors in September 2024, representing a 100% increase compared to the same month last year, though still 20.3% below the 2019 figure. Compared to August 2024, the number of visitors from China decreased by around 93,000, likely influenced by seasonal shifts and a redistribution of tourists to other destinations. Nevertheless, China remains a stable source of inbound tourism, and enhancing services catered to Chinese visitors will be essential moving forward.
Taiwan came in third with 470,600 visitors, recording a 22.2% increase compared to the previous year and a 25.1% rise from September 2019. However, the number of visitors in September was about 100,000 lower than in August, likely due to seasonal factors.
The United States ranked fourth with 191,900 visitors, a 22.5% increase year-on-year and a remarkable 50% increase compared to 2019. Unlike the trends seen in Asian countries, the number of visitors from the U.S. showed a slight increase from August, suggesting growing interest in travel to Japan heading into the autumn season.
Lastly, Hong Kong contributed 170,200 visitors, marking a 12.6% increase compared to last year and a 9.2% increase compared to 2019. However, like other Asian countries, Hong Kong saw a decrease in visitors from August, with a drop of about 80,000. This decline may have been influenced by weather or scheduling factors, similar to other regions.
While the number of foreign visitors in September 2024 significantly surpassed both 2023 and 2019 levels, seasonal fluctuations were observed across various countries. Going forward, flexible tourism promotions will be necessary to address these changes. In addition, strategies to disperse tourist traffic from urban areas to regional locations will be important to counter overtourism. Events and campaigns should also be leveraged to sustain demand during the off-season.