According to the Japan National Tourism Organization (JNTO), the number of international visitors to Japan in May 2025 reached 3,693,300, marking a significant increase of 21.5% compared to the same month last year, and a remarkable 60.1% rise compared to May 2019. Although this represents a 5.5% decrease from the previous month (April 2025), this is considered a seasonal adjustment following the Golden Week holidays. Overall, the inbound tourism market is recovering at a pace far surpassing pre-COVID levels, indicating a full-scale resurgence in inbound travel to Japan.
By country, South Korea contributed the highest number of visitors, with 825,800 travelers to Japan in May 2025. This figure represents a 14.4% increase from the previous month, an 11.8% rise year-on-year, and a 36.9% increase compared to 2019. Travel demand from South Korea remains high, supported by ongoing visa exemption policies and a robust air travel network.
China ranked second with 789,900 visitors. Although this was a modest month-on-month increase of 3.2%, it marked a strong year-on-year rise of 44.8% and a 4.4% increase over 2019. The delayed post-COVID recovery of the Chinese market appears to be entering a full-fledged rebound phase, driven by factors such as the resumption of group tours and the restoration of flight routes.
Taiwan followed with 538,400 visitors, showing a slight increase of 0.1% from the previous month, a 15.5% increase year-on-year, and a solid 26.2% increase compared to 2019. From the United States, 311,900 travelers visited Japan, a 4.8% decline from the previous month, but still a 26.3% increase year-on-year and a striking 98.7% rise compared to 2019, indicating a strong long-term recovery trend. In contrast, visitors from Hong Kong totaled 193,100, representing a sharp 26.7% month-on-month decline and an 11.2% decrease year-on-year. However, this still reflects a 2.2% increase compared to 2019, suggesting overall stability despite short-term fluctuations.
These figures highlight the continued steady recovery of the East Asian market. South Korea and Taiwan, in particular, show consistent growth, while the Chinese market is now clearly gaining momentum. On the other hand, the Hong Kong market appears to be entering a short-term adjustment phase. Notably, the U.S. market is expanding at a pace approaching record levels, despite the geographical distance. This trend is likely supported by the diversity of Japan’s tourism offerings, favorable exchange rates due to the weaker yen, and the expansion of international flight routes.
Looking ahead, it will be crucial to develop promotional strategies tailored to the characteristics of each market. In particular, preparations to accommodate a full recovery in the Chinese market and enhanced support for long-stay visitors from Western countries and Oceania will be necessary. From the perspective of sustainable tourism, balancing the growth in visitor numbers with regional dispersion will become a key challenge.
Japan’s inbound tourism market has undoubtedly entered a recovery phase following the COVID-19 pandemic. Sustained growth will depend on strategic initiatives that preserve tourism resources while maintaining harmony with local economies. The entire tourism industry must work together to provide high-quality travel experiences, aiming to establish a more resilient and sustainable tourism-oriented nation.
