(Source: JNTO)
The Japan National Tourism Organization (JNTO) announced that the number of foreign visitors to Japan in January 2025 reached 3,781,200, marking a significant increase of 40.6% from the previous month and 79.5% year-on-year. Compared to January 2019, the figure was up by 7.5%, exceeding pre-pandemic levels. The recovery of the Chinese market was particularly notable, while South Korea and Taiwan also showed stable growth.
(Based on data from JNTO)
Among foreign visitors by country, China had the highest number, with 980,300 visitors, representing a sharp increase of 62.2% from the previous month and 135.6% from the same month last year. Compared to January 2019, the number was up by 29.9%, indicating a full-scale recovery of the Chinese market. The resurgence of group tours and the easing of visa restrictions are considered key factors behind this surge. The increase in flight routes and demand from the Lunar New Year holiday also played a major role, and demand from China is expected to remain strong going forward.
South Korea recorded 967,100 visitors, an increase of 11.5% from the previous month and 12.8% year-on-year, with a 24.1% rise compared to January 2019. The growing popularity of travel to Japan and the expansion of low-cost carrier (LCC) routes are believed to have contributed to this steady growth. The South Korean market has been on a stable recovery path since 2023, indicating that tourism demand has almost fully recovered.
Taiwan saw 593,400 visitors, reflecting a 20.8% increase from the previous month, a 20.5% increase year-on-year, and a significant rise of 53.1% compared to January 2019. The expansion of LCC routes and an increase in repeat travelers are seen as contributing factors. Hong Kong recorded 243,700 visitors, a 14.7% decrease from the previous month, but a 30.8% increase from the same period last year, indicating steady growth. The United States saw 182,500 visitors, a 23.5% decline from the previous month, but a 38.4% increase year-on-year and a 76.9% rise compared to 2019, continuing its long-term upward trend.
Overall, the recovery of the East Asian market is driving the increase in foreign visitors to Japan. The resurgence of the Chinese market stands out, and continued growth is expected, supported by increased flight routes and the effects of a weaker yen. However, Hong Kong and the United States saw month-on-month declines, possibly influenced by seasonal factors and airline operation conditions.
Looking ahead, further growth in the Chinese market is anticipated, while trends in inbound demand from Southeast Asia and Western countries should also be closely monitored. Sustainable tourism policies and targeted promotional strategies tailored to each market will be essential.