(Source: JNTO)
The Japan National Tourism Organization (JNTO) announced that the number of international visitors to Japan in March 2025 was 3,497,600, marking a 13.5% increase compared to the same month of the previous year, which saw 3,081,781 visitors. This also represents a significant increase from the previous month, with approximately 240,000 more visitors. Compared to March 2019, before the COVID-19 pandemic, which recorded 2,760,136 visitors, the number increased by 26.7%, clearly indicating a continued recovery trend in the inbound tourism market.
(Based on data from JNTO)
By country, the highest number of visitors in March 2025 came from South Korea, totaling 691,700. Although this represents an 18.4% decrease from the previous month, it is considered to be a reactionary decline following the surge in travel demand during the Lunar New Year holiday in February. On the other hand, it shows a 4.3% increase compared to the same month of the previous year and an 18.1% increase compared to March 2019, both positive figures, indicating a stable recovery in demand from the South Korean market. With factors such as visa exemption and the resumption of flight routes in the background, continued strong demand is expected.
The number of visitors from China was 661,700, a decrease of 8.4% compared to the previous month, but a significant increase of 46.2% compared to the same month of the previous year. While this still represents a 4.3% decrease compared to March 2019 and has not yet reached full recovery, ongoing progress in the relaxation of visa issuance and group travel restrictions suggests further increases can be expected. The recovery of the Chinese market will be a crucial factor influencing overall trends in inbound tourism going forward.
Visitors from Taiwan numbered 522,900, showing a 3.1% increase from the previous month, a 7.9% increase year-on-year, and a 29.9% increase compared to March 2019, indicating a favorable trend. This is considered to be due to factors such as the recovery in travel demand, an increase in flights, and a rise in visits to regional cities. Visitors from the United States totaled 342,800, marking a significant 79.0% increase compared to the previous month, an 18.2% year-on-year increase, and a 94.2% increase compared to March 2019, showing outstanding growth among long-haul markets. The increase in demand for travel to Japan during the spring tourism season is believed to have driven this sharp rise. Visitors from Hong Kong totaled 208,400, up 6.6% from the previous month, but down 9.9% year-on-year. This may be influenced by external factors such as exchange rates and airline supply conditions.
By region, among major Asian markets, South Korea and Taiwan are steadily recovering, while China remains in a recovery phase, likely still influenced by policy factors. In long-haul markets such as the United States, the yen’s depreciation and growing interest in Japanese culture are supporting continued demand. Based on these trends, future inbound tourism strategies should aim to solidify the East Asian market in the short term, while focusing on tapping into Western markets and expanding regional tourism in the medium to long term.
The number of international visitors to Japan is steadily recovering after the COVID-19 pandemic, and strategic tourism policies tailored to the characteristics of each country and region are required. Sustainable destination management and responses to the diverse needs of travelers will be essential for the future development of Japan’s tourism industry. Continued stable market trends and the provision of high-quality travel experiences are expected to help establish Japan’s position as a preferred destination worldwide.