The number of visitors to Japan exceeded 30 million in the first nine months of 2025, the fastest pace ever. The tourism boom is boosting the economy but also raising concerns about over-concentration of tourism in local areas.
KYOTO, JAPAN (MERXWIRE) – The Japan National Tourism Organization recently announced that the number of foreign tourists visiting Japan reached 3.2668 million in September 2025, a 13.7% increase over the same period last year and a new record for September, surpassing 3 million for the first time. Furthermore, the cumulative number of visitors to Japan in the first nine months of 2025 reached 31.6505 million, surpassing 30 million at the fastest pace ever, demonstrating continued growth in tourism interest in Japan.
Although September is typically considered the off-season, typhoons have impacted flights to East Asia. Nevertheless, travel demand remains strong, with a particularly significant increase in visitors from mainland China, Taiwan, Indonesia, India, the United States, and Germany. The Tourism Bureau noted that September saw record monthly visitor numbers from 18 markets, including Taiwan, the United States, and Germany.
The influx of tourists not only boosts the tourism industry but also plays a key role in economic revitalization. According to preliminary estimates, foreign tourists’ spending in Japan from July to September 2025 reached 2.131 trillion yen, an 11.1% increase over the same period last year. The average expenditure per foreign tourist was approximately 219,000 yen, which, while flat compared to the same period the previous year, represents an increase of over 50,000 yen compared to the same period in 2019, before the pandemic. The government aims to increase total tourist spending to 15 trillion yen by 2030 and will continue to implement strategies to boost spending.
Regarding this tourism boom, an Osaka travel agent stated, “We’ve seen a noticeable increase in the number of tourists this year, particularly from Europe and the United States, and the average length of stay has also increased. We’re not just selling itineraries; we’re focusing on cultural experiences and in-depth tours to attract high-quality customers.”
However, the tourism boom has also caused concern for some residents. A resident living in central Kyoto said, “We welcome tourists, but people start dragging luggage through the alleys at 7 a.m., disturbing the children’s sleep. The nearest convenience store is almost always lined with tourists, which is really stressful.”
To address the overconcentration of tourism, the Japanese government is reviewing the “Tourism Nation Promotion Basic Plan,” hoping to mitigate the impact on residents’ lives by dispersing tourists and promoting regional tourism.
The basic plan, established by the government in March 2023, focuses on “sustainable tourism,” “expanding consumption,” and “revitalizing regional tourism.” It will be adjusted based on market trends and strengthened through increased publicity and investment in resources for remote areas.
