The recovery of domestic tourism among Japanese people is stalling as consumers are becoming more thrifty amid rising prices.
In 2025, the number of Japanese tourists at home increased 2.5% from the previous year to 553.6 million, decelerating significantly from the previous year’s growth of 8.5%, according to data released by the Japan Tourism Agency.
The annual tourist figure was around 600 million before the COVID-19 pandemic but tumbled below 300 million in 2020, when an emergency was declared over the pandemic.
As the pandemic subsided, the figure rebounded 55.8% in 2022. However, the pace of recovery has since been slowing.
The tourist figure is projected to decrease 2.2% in 2026, according to major travel agency JTB Corp.
In a survey by the company, 33.5% of respondents said that they would not travel domestically because they cannot afford to, making up the largest group, followed by 29.6% who said that travel costs are high.
Meanwhile, a survey by the tourism agency showed that spending by Japanese tourists at home increased 6.4% to reach a record high in 2025. Spending per domestic trip also hit a record high.
Shigeki Murata, head of the agency, said at a news conference that the survey results reflect widespread inflation.
While tourism demand from foreign visitors remains strong, the domestic industry faces the challenge of offering travel opportunities that meet the needs of Japanese tourists.
AloJapan.com