According to JNTO’s announcement, the number of inbound visitors to Japan in October 2024 reached 3,312,000, representing a 31.6% increase compared to the same month last year and a 32.6% increase compared to October 2019. This figure significantly surpasses the 2,496,568 inbound visitors recorded in October 2019, marking the ninth consecutive month of record-breaking numbers for the respective months. Moreover, the total number of inbound visitors for the year through October has reached 30,192,200, the fastest pace to surpass 30 million since statistics began in 1964.
The October 2024 figure represents an increase of approximately 790,000 visitors compared to October 2023, showing a 31.6% year-on-year growth. It also reflects a 33% increase from October 2019 and an increase of approximately 440,000 visitors compared to September 2024. This growth can be attributed to the rise in autumn tourism demand and active promotional activities domestically and internationally. With the arrival of the autumn foliage season, inbound demand has increased across various markets. Key contributors include growth in visitors from China in East Asia, Singapore in Southeast Asia, and the United States in Europe, the Americas, Australia, and the Middle East. To sustain this momentum, flexible policies aligned with seasonal fluctuations will be crucial.
(Based on materials from JNTO)
Looking at outbound Japanese travelers, October 2024 saw 1,148,400 departures, a 22.5% increase year-on-year. However, this figure remains 31% below the pre-pandemic level of 1,663,474 in October 2019. Compared to September 2024, the number of outbound Japanese travelers decreased by approximately 65,000, indicating a recovery trend that still requires more time to fully return to pre-pandemic levels.
The largest number of inbound visitors in October 2024 came from South Korea, with 732,100 visitors. This represents a 16% year-on-year increase and a remarkable 271% increase compared to October 2019. There was also an increase of approximately 75,000 visitors compared to September 2024, highlighting the strong performance of the South Korean market during the autumn travel season.
(Based on materials from JNTO)
Following South Korea, the top markets for inbound visitors were China, Taiwan, the United States, and Hong Kong. China ranked second with 582,800 visitors in October 2024, marking a 127% year-on-year increase. However, this figure represents a 20.2% decrease compared to October 2019. Furthermore, compared to September 2024, the number of Chinese visitors decreased by approximately 69,500, potentially reflecting the influence of political, economic, and seasonal factors.
From Taiwan, 478,900 visitors came to Japan in October 2024, reflecting a 12.7% year-on-year increase and a 15.8% increase compared to October 2019. This marks a slight increase from the 470,600 visitors recorded in September 2024, demonstrating steady demand. Despite flight cancellations due to typhoon disruptions in Taiwan, additional charter flights and increased local routes, combined with the influence of National Day celebrations, contributed to October’s record-high visitor numbers.
The United States accounted for 278,500 inbound visitors in October 2024, a 31.5% year-on-year increase, with numbers matching those of October 2019. Unlike trends in Asian countries, this figure represents an increase of approximately 86,600 visitors compared to September 2024, driven by heightened autumn travel demand. Factors such as the yen’s depreciation, increased direct flights, and holiday seasons have also contributed to the favorable performance.
Hong Kong accounted for 198,800 visitors to Japan in October 2024, a 10.9% year-on-year increase and a 10% increase compared to October 2019. This also represents an increase of approximately 28,600 visitors compared to September 2024, reflecting stable inbound demand. The increase in local flight routes and the influence of National Day celebrations further supported the record-high visitor numbers for October.
October 2024 marked a significant achievement for inbound tourism in Japan, driven by increased demand and active promotional efforts in various countries. The autumn foliage season, combined with strategic measures tailored to regional characteristics and market trends, played a crucial role in the growth. However, challenges remain in some markets, such as China and Taiwan, where economic and climatic factors have influenced visitor numbers. Moving forward, flexible policies addressing the needs of each market and strengthening tourism infrastructure will be key to sustaining growth in inbound tourism.