(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.
(Based on JNTO materials)
By country, China recorded 1,018,600 visitors, up 36.5% year-on-year, showing significant growth. This was the highest number ever for August and the largest among all markets. The increase was supported by newly launched routes, the resumption of regional flights such as Xi’an–Fukuoka, expansion of air services, cruise ship arrivals, and demand for long holidays during school breaks. South Korea recorded 660,900 visitors, an 8.0% increase year-on-year, showing steady performance though not reaching a record high. Charter operations such as Gimpo–Chubu and Cheongju–Kobe, along with increased frequencies on existing routes, are believed to have supported demand. Taiwan contributed 620,700 visitors, up 10.0% year-on-year, setting a new record high for a single month. Expanded routes such as Taichung–Naha and Taipei Taoyuan–Naha, as well as charter services, helped sustain this growth.
On the other hand, Hong Kong saw a decline to 226,100 visitors, down 8.3% year-on-year. The spread of earthquake-related news reports and disruption of flights due to typhoon approaches are considered contributing factors, suggesting the market may have entered a short-term adjustment phase. The U.S. market registered 194,500 visitors, an 11.7% increase year-on-year, continuing a stable upward trend as a medium- to long-haul market. European, Australian, and Middle Eastern markets also performed strongly, with a total of 18 markets including the United Kingdom, France, Germany, Australia, the Nordic region, and the Middle East recording their highest August numbers ever, reflecting further diversification of inbound demand.
A comparison with August 2021 highlights the extent of change. At that time, international arrivals numbered only 25,900, a staggering 99.0% decrease compared to the same month in 2019. Severe restrictions such as entry bans, quarantine requirements, and suspension of visa issuance during the COVID-19 pandemic essentially closed off the market. Four years later, in August 2025, arrivals surpassed 3.4 million, setting a new all-time high. This demonstrates a complete transition of inbound demand away from dependence on restrictions toward growth driven by supply expansion and seasonal factors.
This comparison underscores a major structural change in the market. While in 2021 the market had virtually lost its presence due to restrictions, by 2025 recovery was evident not only in Asia but also across Europe, the U.S., Australia, and the Middle East, showing progress in diversification. The acceleration of recovery in the Chinese market has been particularly striking, while Taiwan and South Korea have maintained stable demand. The U.S. and European markets, despite distance, are approaching record highs, supported by favorable exchange rates due to the weak yen and expansion of air routes. Meanwhile, the Hong Kong market has shown short-term deceleration, highlighting clearer differences among individual markets.
Looking ahead, strengthening the reception capacity to firmly capture growth from China and Taiwan, reassessing strategies to stimulate demand in the South Korean and Hong Kong markets, and intensifying promotion in medium- to long-haul markets will be essential. At the same time, easing congestion at popular tourist sites, promoting regional dispersion of visitors, and enhancing accommodation and transportation infrastructure will be crucial to provide high-quality tourism experiences while responding to the rapid increase in inbound arrivals.