International tourist arrivals to Japan rose 4.4% year-on-year in July 2025, reaching 3,437,000 visitors, according to the Japan National Tourism Organization (JNTO). The figure surpasses the country’s previous July record of 3,292,602 set in 2024, driven by increased inbound travel from mainland China, Taiwan, the United States and France during school holidays.
The growth comes despite a noticeable decline in travelers from Hong Kong and South Korea, which fell by more than 10%. Industry analysts attribute the drop to the spread of earthquake-related rumors on social media that prompted booking cancellations and travel delays in those markets.
China and U.S. Lead Growth Amid Mixed Regional Trends
China led all source markets with 974,500 visitors in July, marking a 25.5% year-on-year increase. Taiwan followed with 604,200 visitors (+5.7%), and the United States recorded 277,100 arrivals (+10.3%). South Korea remained Japan’s second-largest source market by volume at 678,600 visitors, though arrivals declined by 10.4% compared to July 2024.
Visitor numbers from Hong Kong declined 36.9%, while other Southeast Asian markets such as Thailand, Singapore and Malaysia also saw moderate decreases. In contrast, arrivals increased from Indonesia, India, Germany, and France, with the latter contributing to a growing European travel segment during Japan’s summer season.
Quake Rumors Prompt Travel Hesitation in Key Markets
The decline in Hong Kong and South Korean arrivals was partially linked to online rumors predicting a major earthquake in Japan in July. The speculation, which gained traction on social media platforms and local media, led to measurable behavioral shifts. According to reports cited by Nippon.com, 3.9% of Hong Kong travelers canceled trips, while 16.8% postponed travel plans.
Despite the regional impact, Japan’s overall tourism resilience remains strong, supported by a favorable exchange rate and sustained demand from long-haul markets. The yen’s continued weakness has made Japan an attractive destination for inbound tourists, particularly from the U.S. and Europe.
Full-Year Forecast Projects Record-Breaking Totals
Japan is on track to surpass 40 million international visitors by the end of 2025, with inbound tourism spending projected to exceed ¥10 trillion (approximately USD 69 billion). These figures would represent all-time annual records in both arrivals and economic contribution.
The ECDC’s monthly trend reports also note that July typically represents a high point in Japan’s tourist season due to school breaks, cultural events and favorable travel conditions. Airports and tourist destinations across Japan have reported increased traffic, with several cities experiencing year-on-year double-digit growth in hospitality sector revenues.
The Japan National Tourism Organization continues to monitor developments in regional source markets while expanding promotional campaigns in Europe, North America and Southeast Asia. Full data and detailed breakdowns of arrivals by country are available in the JNTO’s official July report.
AloJapan.com