Statistics
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JNTO Announcement：The number of international visitors to Japan in September 2025 reached 3,266,800, marking a 13.7% year-on-year increase, and setting a new all-time high for September.
(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.
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Harmony of History and Autumn Colors: Top 10 “Retro Autumn Foliage Spots” Announced
(Source: Jalan News) Recruit Co., Ltd., which operates the travel information website “Jalan News,” conducted and released the results of a survey on “autumn foliage spots.” The ranking featured numerous locations across Japan where visitors can enjoy colorful autumn leaves in nostalgic settings such as hot spring towns, classical Western-style buildings, and wooden train stations. The survey was conducted by Intage from August 8 to 13, 2025, targeting 1,050 men and women in their 20s to 50s from all 47 prefectures. The full results are also published on the “Jalan News” website.
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JNTO Announcement: 3.428 Million International Visitors to Japan in August 2025, Driven by Chinese and Taiwanese Markets, Up 16.9% Year-on-Year
(Source: JNTO) The Japan National Tourism Organization (JNTO) announced that the number of international visitors to Japan in August 2025 reached 3,428,000, representing a 16.9% increase compared to the same month of the previous year. This figure marked the highest ever for August and the first time the number exceeded the 3 million threshold. It was more than 490,000 above the 2,933,381 visitors in August 2024, indicating growing inbound demand across a wide range of regions. In addition to East Asian markets, seasonal demand expanded in Europe, the United States, Australia, and the Middle East due to school holidays, with several markets hitting record highs that contributed to the overall growth.
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Hakuba Iwatake Mountain Resort Sets New Record for Obon Visitors with 133% Year-on-Year Increase
(Source: Iwatake Resort Co., Ltd.) Hakuba Iwatake Mountain Resort, operated by Iwatake Resort Co., Ltd., announced that the number of visitors during the Obon holiday period from August 13 to 16, 2025, reached approximately 17,800, marking a record high. This represented a 133% increase compared to the same period last year. On August 14 alone, 5,620 visitors were recorded, setting a new single-day attendance record for the green season (109% year-on-year).
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JNTO Announcement: Number of International Visitors to Japan in July 2025 Reaches 3.437 Million, Driven by the Chinese Market, Up 4.4% Year-on-Year
(Based on materials from JNTO) According to the Japan National Tourism Organization (JNTO), the number of international visitors to Japan in July 2025 reached 3.437 million, a 4.4% increase compared to the same month of the previous year (3,292,602) and a 1.8% increase from the previous month (3.378 million in June 2025). This indicates a continued recovery trend in inbound travel demand. While demand in some regions such as Southeast Asia tends to slow down during the summer, increased travel during long holiday periods is believed to have boosted overall numbers.
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Which island destinations are rapidly gaining popularity among Japanese travelers? Expedia announces 15 resort islands to watch.
Expedia has released a list of the “Top 15 Trending Islands” based on actual traveler data and insights. According to the announcement, global interest in “island travel” is rising, with searches increasing by an average of 30%. Among them, Koh Samui in Thailand has seen a 55% increase in searches, Sardinia in Italy 45%, Bali in Indonesia and the Maldives 15%, and Oahu in Hawaii 10%.
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Tokyo Ranks 3rd in the World! Booking.com Releases 2025 Summer Travel Destination Rankings
(Source: Booking.com Japan K.K) Booking.com has released its travel destination rankings for the 2025 summer season, based on accommodation search data from its website. The survey covered accommodations searched for check-in dates between June 1 and August 31, 2025, with the search period running from February 15 to April 15 of the same year. According to the results, Tokyo ranked third worldwide.
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Chinese tourists are once again turning their attention to Japan travel: The latest trends show increasing individualization and regional orientation
(Based on materials from Unbot Inc.) In recent years, Japan has been reappraised among Chinese tourists as a travel destination that is “close, safe, and rich in experiential value.” Especially between 2024 and 2025, there has been a marked increase in in-depth trips and visits to regional areas, centered on independent travel. Against this backdrop, Unbot Inc., a company specializing in digital marketing for the Chinese-speaking market, has analyzed changes in Chinese tourists’ travel styles and needs, clarifying the reasons behind Japan’s renewed appeal.
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Changing values of luxury travel among Asia-Pacific affluent travelers
(Source: Marriott International) Marriott International has released its latest report on luxury travel, titled “The Intentional Traveler Report”, aimed at understanding the evolving attitudes and preferences of affluent travelers in the Asia-Pacific region. This year’s survey expanded to include Thailand, in addition to previously targeted markets—Australia, Singapore, India, Indonesia, South Korea, and Japan—collecting responses from a total of 1,750 affluent travelers.
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Top 10 World Heritage Sites to Visit in Summer, According to Jalan News Survey
(Based on materials from Recruit Co., Ltd.) Jalan News, a travel information website operated by Recruit Co., Ltd., conducted a survey on the theme of "World Heritage Sites to Visit in Summer" and announced the "Jalan Summer World Heritage Ranking."