The number of foreign visitors to Japan in February 2025, as announced by the Japan National Tourism Organization (JNTO), reached 3,258,100, marking a 16.9% increase compared to the same month of the previous year. However, this figure represents a slight decrease from January 2025, when the number stood at 3,781,200. Nevertheless, compared to February 2019, before the COVID-19 pandemic, when there were 2,604,322 visitors, the February 2025 figure shows a 25.1% increase, indicating a continued overall recovery trend. The steady recovery is particularly supported by the rebound of the Chinese market and the increase in visitors from the United States.
In February 2025, the country with the highest number of visitors to Japan was South Korea, with 847,300 people. This reflects a 3.5% increase from the same month of the previous year and an 18.4% increase compared to February 2019, demonstrating a solid recovery. However, this figure also marks a 12.4% decrease from January 2025, when 967,100 South Koreans visited Japan, possibly due to seasonal factors such as the Lunar New Year. South Korea remains Japan’s largest inbound market, indicating stable demand.
China ranked second, with 722,700 visitors. This represents a significant 57.3% increase from the same month of the previous year, making the post-COVID recovery more evident. However, the number also shows a sharp 26.3% decline from January’s 980,300 visitors, suggesting considerable monthly fluctuations. Compared to February 2019, the figure decreased by only 0.1%, indicating that the market has nearly returned to pre-pandemic levels. As the Chinese market continues to recover in earnest, attention will be focused on its future stability.
Taiwan ranked third, with 507,300 visitors. This represents a 1.0% increase compared to the same month of the previous year and a 26.9% increase compared to 2019, showing a steady rise. However, compared to January, the number fell by 14.5%. Hong Kong followed with 195,500 visitors, down 5.0% year-on-year and down 19.8% from the previous month, indicating a slight adjustment phase. Meanwhile, the number of visitors from the United States reached 191,500, a 28.8% increase from the previous year and a striking 106.6% increase compared to February 2019, highlighting strong growth in the North American market.
Based on these data, regional recovery trends show that the Asian market remains central to Japan’s inbound demand. However, a downward trend on a monthly basis has also been observed, which may be influenced by seasonal factors, flight availability, and local economic conditions. On the other hand, the North American market, including the United States, continues to show stable growth, enhancing the value of long-haul markets. The recovery of the Chinese market has significantly contributed to the overall rebound, and future policy developments and the easing of visa issuance will likely be key to further recovery.
Looking ahead, maintaining the recovery in demand from the Asian region while strengthening promotions targeting long-haul markets such as Europe, the United States, and Australia, along with efforts to attract visitors to regional areas, will be essential to building a sustainable tourism market. Promoting diversification and regional dispersion in inbound travel will be important in developing a resilient tourism foundation that is not susceptible to temporary fluctuations. Continued stable growth is anticipated through strategic responses tailored to the characteristics of each national market.
