Japan’s tourism sector reached new highs in 2025. The country received a record number of international visitors, and growth from the Russian market was very strong. The Japan National Tourism Organization (JNTO) reported 42.68 million foreign tourists for the year. This is a 15.8% increase over 2024. The figure passed the 40 million mark for the first time and set an all-time high.
Asian Neighbors Remain the Top Source Markets:
South Korea led the ranking with about 9.6 million visitors. China followed with 9.1 million, Taiwan sent 6.7 million, Hong Kong added 2.5 million, and Thailand exceeded 1.2 million.
These figures show Japan’s broad appeal. Cultural attractions and seasonal events like cherry blossom viewing attract many people. Good economic conditions also help.
The increase in Russian tourists is a major change. Reports show Russian arrivals reached high levels in 2025. Estimates suggest 194,900 visitors for the full year. This is a 96.3% increase from the previous year. The number beats the pre-pandemic record of 120,000 Russians in 2019, which relied on direct air links. The new figure exceeds the old one by 62.5%. It sets a historical high even without direct flights.
Partial data showed strong results by late 2025. 159,300 Russian tourists visited Japan from January to October, which is more than double the same period in 2019. Some reports counted 186,700 visitors through November. The growth rate of 96.3% was 2.5 times higher than markets like Spain (34.7%) and Italy (34.6%). As such Russia entered Japan’s top 20 tourist source markets for the year.
Several factors caused this growth of Russian tourists despite geopolitical tensions and no direct flights:
New Transportation Routes: Direct flights stopped. Tour operators found reliable indirect routes through hubs in China, Istanbul, Dubai, and Doha. These options kept the access open. They increased departure choices from different regions, so travel became easier for people outside major cities.
Simple and Free Visa Process: Many European countries have strict policies. Japan’s visa rules for Russian tourists remain open. There are no consular fees, and officials process applications in 3-5 business days. This easy entry attracts many people, and tour operators see more approvals.
Good Currency Exchange: The Japanese yen is weak against the Russian ruble which makes travel cheaper. Costs for hotels, dining, shopping, and sites are lower than in 2019. Japan offers better value for Russian travelers on a budget.
The trend does not seem to slow down as the tour operators report high demand. Early bookings for the 2026 cherry blossom season are 30-35% higher than the previous year. Russia may continue to grow as a source of Japanese tourism in the near future.
Japan’s tourism success in 2025 shows the industry can adapt. It saw record numbers and growth from unexpected sources. The country moves toward its goal of 60 million annual visitors by 2030. The rapid rise of the Russian market helps this effort.
AloJapan.com