According to the Japan National Tourism Organization (JNTO), the number of international visitors to Japan in July 2025 reached 3.437 million, a 4.4% increase compared to the same month of the previous year (3,292,602) and a 1.8% increase from the previous month (3.378 million in June 2025). This indicates a continued recovery trend in inbound travel demand. While demand in some regions such as Southeast Asia tends to slow down during the summer, increased travel during long holiday periods is believed to have boosted overall numbers.
By country, China ranked first with 974,500 visitors. This represents a 22.1% increase from the previous month (797,900) and a 25.5% increase compared to the same month last year (776,520). Factors contributing to this growth include the launch of new routes such as Shanghai–Kumamoto and Qingdao–Shizuoka, increased flights on regional routes like Shenyang–Kansai and Shanghai–Hiroshima, the arrival of cruise ships, and the impact of school holidays.
South Korea ranked second with 678,600 visitors. This marked a 7.0% decrease from the previous month (729,800) and a 10.4% decrease compared to the same month last year (757,679). While additional regional flights and holiday demand supported travel, outbound demand to Southeast Asia and China, along with the spread of earthquake-related information on social media, may have dampened demand for Japan.
Taiwan ranked third with 604,200 visitors, showing a 3.3% increase from the previous month and a 5.7% increase year-on-year, maintaining solid growth. The United States ranked fourth with 277,100 visitors. Although this was a 19.7% decrease from the previous month (345,100), it represented a 10.3% increase compared to the same month last year (251,218). Hong Kong ranked fifth with 176,000 visitors, up 5.5% from the previous month (166,800) but down 36.9% compared to the same month last year.
Overall, East Asian markets remain the core driver of inbound demand, with China’s recovery in particular pulling up the overall figures. Taiwan also reached a new monthly record, showing steady growth, while South Korea and Hong Kong trended downward, highlighting clear differences among markets.
Meanwhile, growth in medium- to long-haul markets, particularly the United States, was also notable, with July recording the highest-ever figure for that month, reflecting a global recovery in travel demand that is boosting Japan’s inbound market. Growth has also been observed in some European and Southeast Asian markets, pointing to increasing diversification of source markets.
Looking ahead, it will be essential to capture growth from China and Taiwan, while implementing measures to support the recovery of South Korea and Hong Kong. Strengthening promotions in medium- and long-haul markets, developing tourism resources that meet increasingly diverse travel purposes, and building a decentralized regional acceptance system are also critical. Promoting sustainable tourism will be key to further expanding Japan’s inbound market.
