Japan’s inbound tourism reached unprecedented levels in 2024, with both visitor numbers and spending hitting record highs, fueled by a weaker yen, according to data released on Wednesday. Spending by inbound visitors surged by 53.4% year-on-year to 8.14 trillion yen (approximately 51.8 billion US dollars), surpassing the previous record of 5.31 trillion yen set in 2023, as reported by the Japan Tourism Agency.
The record-breaking figures were driven by the weaker yen, a substantial increase in visitor arrivals, and rising accommodation costs. In 2024, the average spending per visitor in Japan increased by 6.8% year-on-year, reaching 227,242 yen. China led in spending, accounting for approximately 20% of the total.
According to data from the Japan National Tourism Organization, Japan welcomed around 36.87 million foreign visitors in 2024, marking a 47.1% increase from the previous year. December alone saw a record-breaking 3.49 million visitors, the highest monthly total ever reported, as per Xinhua news agency. The Japanese government has set ambitious targets, aiming for 60 million annual visitors and 15 trillion yen in spending by 2030. In September 2024, Japan recorded 2,872,200 foreign visitors, the highest-ever number for that month, thanks in large part to the weaker yen.
The surge in visitors was also fueled by more flights to Japan and increased outbound travel during public holidays in neighbouring countries like South Korea and China. Tourism remained robust throughout the year as Japan implemented various initiatives to attract international visitors and stimulate tourism across the country. Meanwhile, outbound travel from Japan also saw a rise, with the number of Japanese travellers increasing by 20.7% year-on-year to 1,212,600 in September 2024.
