Japan’s tourism sector is showing a strong post-pandemic recovery, both in terms of inbound and outbound tourism.
According to data available from the country’s National Tourism Organization, inbound tourism — always supported by the yen’s decline in recent years — rose to 36.87 million visitors in 2024, recording an increase of 47.1% compared to 2023 (from 25.01 million), far exceeding the corresponding pre-pandemic performance (31.9 million in 2019).
The recovery continues this year as the first half of 2025 saw a 21% increase in international arrivals, reaching 21.5 million. The number of foreign visitors to Japan in June reached 3.38 million, up 7.6% year-on-year and the highest number ever recorded for the month of June.
This significant influx of visitors has particularly strengthened the Japanese economy, in 2024 as tourism revenues amounted to approximately $51.5 billion, recording an increase of 53% compared to 2023. As, in terms of exports of products and services, tourism ranks second, after the automotive industry, the Japanese government has set a goal of attracting 60 million visitors, on an annual basis, by 2030.
However, there are important issues of sustainable tourism development that need to be addressed, such as, primarily, overtourism in certain areas (which has partly resulted in “two-tiered pricing”, i.e. different charges for domestic and foreign tourists, due to higher costs of increased service requirements), but also the shortage of workers (which makes it difficult to meet the increased demand, while it has led to an increase in the recruitment of foreign workers). These challenges have reinforced the general discussion about the need to improve Japan’s tourism infrastructure.
Moreover, the depreciation of the yen and the related ongoing cost of living crisis in the country (due to high inflation) have contributed to the slow recovery of outbound tourism, which remains at lower levels to all destinations (including Europe) — while, at the same time, domestic tourism has strengthened, resulting in an increase in prices in the most touristic areas of the country.
According to available data, in 2024 Japanese visitors to foreign destinations will amount to 14.5 million, corresponding to a significant increase of 152.6% compared to 2023, although still 72.2% of the 2019 performance.
According to available data, in 2024 air arrivals from Japan at Athens International Airport “El. Venizelos” amounted to 40,500, up from 40,400 in 2023 and 25,600 in 2019. The weak flow of Japanese visitors to our country in recent years is due, in addition to the pandemic, to the difficult economic situation in Japan (cost of living, disposable income, and yen depreciation), while, of course, the lack of direct air connections between the two countries does not make things any easier.
Also, the non-reopening of a Foreign Office in Japan makes it difficult to promote our country as a tourist destination. Given that the interest of the Japanese in our country has been particularly great over time, tourism professionals in Japan are seeking cooperation with a local GNTO Office, the reopening of which should be reconsidered, as Japanese bodies such as JTA, JNTO, JATA have repeatedly suggested.
It should be noted that the population of Japan is 123.8 million according to the 2016 Census and is the 11th most populous country in the world.
(*) The information comes from the Office of Economic and Commercial Affairs in Tokyo.
AloJapan.com