Inbound
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Chinese tourists are once again turning their attention to Japan travel: The latest trends show increasing individualization and regional orientation
(Based on materials from Unbot Inc.) In recent years, Japan has been reappraised among Chinese tourists as a travel destination that is “close, safe, and rich in experiential value.” Especially between 2024 and 2025, there has been a marked increase in in-depth trips and visits to regional areas, centered on independent travel. Against this backdrop, Unbot Inc., a company specializing in digital marketing for the Chinese-speaking market, has analyzed changes in Chinese tourists’ travel styles and needs, clarifying the reasons behind Japan’s renewed appeal.
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JNTO Announcement: 3,693,300 Foreign Visitors to Japan in May 2025, Led by South Korean and Chinese Markets, Marking a 21.5% Increase Year-on-Year
(Based on materials from JNTO） 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.
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Seibu Prince Hotels Expands Multilingual Online Medical Service: “HOTEL de DOCTOR24” Now Available for Inbound Travelers at 54 Locations Nationwide
Seibu Prince Hotels Worldwide Inc. Expands Introduction of “HOTEL de DOCTOR24” Online Medical Service for Foreign Guests in Partnership with M3 Career Inc. Seibu Prince Hotels Worldwide Inc., in partnership with M3 Career, Inc., is advancing the implementation of the online medical consultation service “HOTEL de DOCTOR24” for foreign hotel guests. The service, which began in April 2025, will now be introduced at 10 additional properties, bringing the total number of facilities offering the service to 54 nationwide.
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Addressing Labor Shortages in the Tourism Industry: Growing Utilization of Foreign Working Holiday Workers
投稿 : 2025.06.02(Based on data from DIVE Inc.) DIVE Inc., a company specializing in staffing services for the tourism industry, has announced that the number of foreign workers employed at tourism facilities across Japan using working holiday visas has increased by 35% compared to the same month last year.
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A “Mental Barrier” to Inbound Tourism in Local Governments: MATCHA Survey Reveals On-the-Ground Realities
(Source: MATCHA Inc.) As inbound tourism to Japan shows signs of revitalization, MATCHA Inc. conducted a survey targeting local governments and tourism operators across the country to understand their perspectives on inbound tourism initiatives. The results revealed that 71.1% of those in charge of actual operations identified “gaining understanding of the importance of inbound strategies within their organization or community” as a key challenge. This highlights that emotional or attitudinal barriers, rather than physical resources, are hindering the advancement of such initiatives.
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The Growing Wave of ‘Tabi-Run’ in Japan : A New Travel Style Combining Tourism and Running
Skyscanner Japan Inc. conducted a survey to explore the trends of “tabi-run,” a form of travel that centers around running or marathon participation, which has been gaining attention in recent years. The impetus behind this survey includes the fact that 46% of the participants in the Tokyo Marathon held on March 2, 2025, were international runners. This wide international participation highlights a growing global trend of travel centered around sports.
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JNTO Announcement : 3,497,600 International Visitors to Japan in March 2025, Up 13.5% Year-on-Year
(Source: JNTO) The Japan National Tourism Organization (JNTO) announced that the number of international visitors to Japan in March 2025 was 3,497,600, marking a 13.5% increase compared to the same month of the previous year, which saw 3,081,781 visitors. This also represents a significant increase from the previous month, with approximately 240,000 more visitors. Compared to March 2019, before the COVID-19 pandemic, which recorded 2,760,136 visitors, the number increased by 26.7%, clearly indicating a continued recovery trend in the inbound tourism market. (Based on data from JNTO) By country, the highest number of visitors in March 2025 came from South Korea, totaling 691,700. Although this represents an 18.4% decrease from the previous month, it is considered to be a reactionary decline following the surge in travel demand during the Lunar New Year holiday in February. On the other hand, it shows a 4.3% increase compared to the same month of the previous year and an 18.1% increase compared to March 2019, both positive figures, indicating a stable recovery in demand from the South Korean market. With factors such as visa exemption and the resumption of flight routes in the background, continued strong demand is expected. The number of visitors from China...
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A Stunning View of Cherry Blossoms and Mt. Fuji Takes the Top Spot : Spring Scenery Rankings Japan Can Proudly Share with the World
On the travel information website "Jalan News" operated by Recruit Co., Ltd., a survey was conducted on "breathtaking spring scenery." The survey was themed around "spring sceneries Japan can proudly showcase to the world," and gathered iconic spring landscapes from all over the country. The results have now been announced.
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Booking.com: Inbound Travel Trends to Mie in Spring 2025
(Based on data from Booking.com) Booking.com has released the latest trends in inbound tourism to Mie Prefecture, where one of the world’s premier motorsport races is held. The analysis focused on check-in reservations between April 3 and April 7, 2025, which coincides with the event period. It revealed a notable increase in overseas travelers to Mie Prefecture, particularly from Western countries such as Australia, the United Kingdom, the United States, Germany, and the Netherlands. A significant surge in search volume was also observed in Switzerland and New Zealand.
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JNTO Announcement : Number of Foreign Visitors to Japan in February 2025 Up 16.9% Year-on-Year, but Showing a Decline from the Previous Month
(Source: JNTO) 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.