According to JNTO, the number of foreign visitors to Japan in August 2024 reached 2,933,000, marking a 36% increase compared to the same month in the previous year and a 16.4% increase compared to August 2019. This result surpasses the pre-COVID-19 figure of 2,520,134 visitors in August 2019 by approximately 40,000 people, setting a record for the highest number of visitors for the same month for seven consecutive months.
(Created based on JNTO data)
The number of foreign visitors in August 2024 increased by about 780,000 compared to August 2023, recording a growth rate of 36%. It also showed a 16.4% increase compared to August 2019. However, when compared to July 2024, the number of visitors in August decreased by about 360,000. In previous years, a comparison of July and August data from 2023 and 2019 shows a trend where July tends to have more visitors, with a difference of approximately 170,000 and 40,000, respectively. In contrast, the difference of 360,000 in 2024 between July and August is notably large. Despite exceeding the numbers from previous years, the overall trend for 2024 shows a decline, indicating the need for continued adjustments in tourism policies and promotions to ensure stable visitor numbers.
(Created based on JNTO data)
Looking at the number of Japanese travelers going abroad, August 2024 recorded the highest number of outbound travelers from January to August. The number of Japanese people traveling abroad in August 2024 was 1,437,100, representing a 19.7% increase compared to 1,200,930 in August 2023. However, the 2019 figure was 2,109,568, showing a difference of approximately 32% compared to August 2024. Although the number of outbound travelers is steadily increasing, it has not yet returned to pre-pandemic levels. While further recovery is expected, it will take more time to reach the levels seen before the pandemic.
The largest number of foreign visitors to Japan in 2024 came from China, with 745,800 people visiting in August. This figure is approximately 105% higher than the 364,228 visitors in August 2023. However, compared to July 2024, the number is down by about 30,000, and compared to August 2019, it is about 250,000 fewer. Although the numbers have not yet reached the levels of 2019, there has been a significant increase compared to the previous year, and the number of Chinese tourists visiting Japan throughout 2024 remains stable. Therefore, services and support targeting Chinese tourists will continue to be important in the future.
(Created based on JNTO data)
China is not the only country with a high number of visitors to Japan. Following China, South Korea, Taiwan, Hong Kong, and the United States ranked in the top five. These countries also showed notable increases in visitor numbers when comparing August 2024 with August 2023, August 2019, and July 2024.
From South Korea, the second-largest source of visitors, 612,100 people came to Japan in August 2024. This represents a 7.6% increase compared to August 2023 and about a 98% increase compared to August 2019. However, compared to July 2024, the number of visitors decreased by about 150,000, marking the lowest number of visitors from South Korea from January to August 2024. The shorter summer vacation in South Korea may have led more people to choose domestic travel. Additionally, August is typhoon season, particularly in Asia, where unstable weather poses risks. Many may have opted for domestic trips to avoid delays or cancellations of flights due to weather conditions.
Taiwan ranked third, with 564,300 visitors to Japan in August 2024. This represents an increase of about 42% compared to 396,346 visitors in August 2023 and a 34.4% increase compared to August 2019. While the number of visitors decreased by about 7,000 compared to July 2024, visitor numbers have remained stable, and August saw the highest number ever recorded. This is attributed to the increased number of charter flights to various regions in Japan and additional flights on regional routes, as well as school holidays.
From Hong Kong, 246,600 people visited Japan in August 2024, an increase of about 20% compared to 206,267 visitors in August 2023. The number also increased by about 30% compared to August 2019, reflecting strong visitor numbers. While there was a decrease of about 30,000 visitors compared to July 2024, the number of visitors remained stable above 200,000, marking a record for the highest number in August, indicating that the decrease is not a major concern.
Finally, from the United States, 174,000 people visited Japan in August 2024. This represents an increase of about 26% compared to August 2023 and an increase of about 48% compared to August 2019. However, like other countries, the number of visitors decreased when compared to July 2024, with a decline of 77,200. The drop in visitor numbers compared to July can be attributed to the concentration of travelers in July and the fact that the new school year starts in late August.
While the number of foreign visitors to Japan in August 2024 showed significant growth compared to the previous year and 2019, particularly from China, South Korea, and Taiwan, there was a noticeable decline compared to July. This highlights the influence of seasonal factors and travel patterns for each country. Moving forward, the tourism industry will need to implement flexible promotional strategies that cater to the unique needs of each country to maintain steady visitor numbers. Additionally, as part of efforts to combat overtourism, it will be crucial to disperse the economic benefits of inbound tourism beyond urban centers to regional areas. Continuous measures, such as events and campaigns during periods of lower demand, will be necessary to ensure sustainable tourism in the future.