Japan remains a highly sought-after destination for foreign travelers in 2024, as indicated by the latest statistics from the Japanese National Tourism Agency.
| Crowds in Kyoto. |
According to online reports, Japan ranked as the 8th most popular destination for American tourists last year, with a notable increase in Gen Z travelers from China during the spring season. Prior to the pandemic, nearly 30% of visitors were from China; however, those numbers have not yet returned. Fortunately, the weaker yen has attracted tourists from other countries, helping to fill the gap.
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| Visitor statistics for Japan up to the end of June 2024. |
Data shows that Japan welcomed approximately 3 million inbound tourists a month from March to the end of June 2024. Reports for July indicate that this number increased to 3.29 million visitors! These visitor levels are expected to remain steady, and this year’s totals are likely to surpass last year’s figures with five months still to go.
The graph above illustrates that while Japan has yet to reach 30 million visitors—matching the pre-pandemic record—the numbers are indeed rising. The challenges of overtourism are becoming evident, particularly in popular areas, compounded by a current shortage of labor. It looks like Japan will continue to be a bustling destination for the foreseeable future.
