According to the Japan National Tourism Organization (JNTO), the number of inbound visitors to Japan in July 2024 reached 3,292,500, marking a 41.9% increase compared to the same month last year and a 10.1% increase compared to July 2019. This result surpasses the 2,991,189 visitors recorded in July 2019, prior to the COVID-19 pandemic, by approximately 300,000, setting a new record for the second consecutive month. The cumulative number of inbound visitors to Japan up until July 2024 has reached 21,069,900, surpassing the 20 million mark at the fastest pace ever recorded.
The number of inbound visitors in July 2024 increased by 41.9% compared to July 2023 and by 10.1% compared to July 2019. Additionally, compared to the previous month, the number of inbound visitors in July 2024 increased by 150,000, from 3,135,600 in June 2024 to 3,292,500 in July. These figures indicate that the number of inbound visitors to Japan in July 2024 was very strong and continues to grow, which could be seen as a very positive indicator for the hospitality and tourism industry.
On the other hand, the number of Japanese outbound travelers has not yet returned to pre-pandemic levels. The number of Japanese outbound travelers in July 2024 was 1,048,800, which represents an increase of 118,572 compared to the previous month (June 2024) and an increase of 345,541 compared to July last year. This suggests that the number of outbound travelers is gradually recovering. However, compared to the 1,659,166 travelers in July 2019, the number of outbound travelers in July 2024 represents a 36.8% decrease. Furthermore, when comparing the number of outbound travelers from January to July 2024 to the same period in 2019, there were 4,354,698 fewer travelers, a decrease of 38.9%. This suggests that, despite signs of improvement, the number of Japanese outbound travelers is still facing economic and social challenges, and it may take more time to return to pre-pandemic levels.
The number of Chinese inbound visitors to Japan increased compared to July 2023 and June 2024. While 313,328 Chinese visitors arrived in July 2023, the number rose to 776,500 this July, representing a 147.8% increase. Compared to June 2024, the number of Chinese visitors also increased by approximately 17.5%, indicating a steady growth rate. However, compared to July 2019, when 1,050,420 Chinese visitors arrived, the growth rate is negative, showing a decrease of 26.1%. The stringent entry and exit controls and travel restrictions implemented by the Chinese government during the COVID-19 pandemic, as well as the limited number and frequency of flights, are likely factors preventing the number of Chinese visitors from returning to 2019 levels.
Looking at other countries, the top five countries in terms of inbound visitors to Japan were China, South Korea, Taiwan, Hong Kong, and the United States. Compared to the previous month’s survey, there were changes in the rankings between China and South Korea, as well as Hong Kong and the United States. For these countries as well, we will examine the trends compared to July 2023, July 2019, and June 2024.
The number of South Korean inbound visitors to Japan in July 2024, which ranked second, was 757,700. This represents a 20.9% increase compared to July 2023, a 34.9% increase compared to July 2019, and a 7.7% increase compared to June 2024. However, in July, the number of Chinese inbound visitors surpassed that of South Korea, placing South Korea in second place. Nonetheless, the number of South Korean visitors continues to increase, and the trend remains positive.
For Taiwan, which ranked third, the number of inbound visitors to Japan in July 2024 was 571,700, an increase of approximately 35% from 422,356 in July 2023. This also represents a 24.5% increase compared to July 2019. Additionally, although there was a slight decrease compared to 574,500 Taiwanese visitors in June 2024, overall, the trend remains strong. This result suggests that despite a slight decrease in the number of visitors this July due to the impact of a typhoon that landed in Taiwan in late July, the number of visitors from Taiwan is steadily increasing, and Taiwan is expected to remain an important source of tourists for Japan in the future.
Hong Kong, which ranked fourth, recorded 279,100 inbound visitors to Japan in July 2024. This represents a 29% increase compared to the same month last year when the number of visitors was 216,413. Moreover, there was a 28.7% increase compared to the same month in 2019, and the number of visitors also increased by 28,500 compared to June 2024. The number of visitors from Hong Kong is on an upward trend, and the stable increase in the number of visitors in July can be attributed to factors such as the school holidays and the increase in the number of direct flights to Japan compared to July last year.
The United States, which ranked fifth, saw a decrease of 45,200 visitors to Japan in July 2024 compared to June 2024. However, compared to July 2023, the number of visitors increased by 26.3%, and compared to July 2019, there was a significant increase of 60.1%. The United States tends to see a surge in domestic travel during the summer months, particularly around Independence Day on July 4th, which may have contributed to the decline in the number of visitors to Japan. However, the significant increase in the number of visitors compared to the previous year and 2019 suggests that Japan remains an attractive destination for American travelers.
The number of inbound visitors to Japan in July 2024 showed an upward trend compared to the previous year, indicating a significant recovery following the COVID-19 pandemic. The number of visitors from China increased significantly compared to the previous year, but has not yet reached 2019 levels due to factors such as travel restrictions and the decrease in flights. On the other hand, the number of visitors from South Korea, Taiwan, and Hong Kong has exceeded 2019 levels, with Taiwan in particular recording a 24.5% increase. The number of visitors from the United States also increased, although it decreased compared to the previous month due to domestic travel related to Independence Day. These results suggest that Japan’s tourism industry is supported by demand from diverse markets, and strategies tailored to the characteristics of each market will be crucial going forward.
