Patricia CaleonJapan‘s tourism industry is experiencing a remarkable resurgence, with visitor numbers and revenues reaching new heights. According to the Japan National Tourism Organization (JNTO), foreign tourist arrivals have surged to nearly 27 million in the first nine months of 2024, contributing significantly to the country’s economy.
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All-time high tourism number and spending
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The influx of tourists generates substantial revenue for Japan, with foreign visitors spending approximately JPY5.8 trillion from January to September 2024. September alone saw nearly 3 million tourist arrivals, setting a new monthly record. Japan expects this growth to continue, with projections indicating that foreign visitors will contribute JPY 48.64 trillion annually to Japan’s GDP by 2034.
China and South Korea leading the charge
China emerges as Japan’s second-largest source market, with over 5.2 million visitors in the first nine months of 2024. South Korea remains as the top source market, following by the United States, Taiwan, and Hong Kong. Best believe even smaller markets like Russia have seen significant growth in visitor numbers.
Increased spending and enhanced travel experiences
Foreign visitor spending on accommodation, shopping, and other travel-related expenses has also increased substantially. In the July to September quarter, spending reached JPY 1.9 trillion, surpassing pre-pandemic levels. Tourists from China led the others in spending, followed by tourists from Taiwan, South Korea, and the United States.
To keep up with the growing number of visitors, airlines have expanded their flight capacity and introduced new routes to Japan. This makes it easier and more affordable for travellers to visit the country. What’s more, Japan Airlines also introduced exclusive offers for international travellers, including complimentary domestic flights.
Also read: Japan Airlines Offers Complimentary Domestic Flights for Tourists
Tourism boom challenges and future plans
Kanagawa, Japan Old Town Street | Image credit: Sean Pavone via Canva Pro
While the sudden boom in tourism brings significant economic benefits, it has also created challenges. Crowded tourist destinations like Tokyo and Kyoto are facing controversies, and there are concerns about the impact of increased tourism on natural resources and local communities, resulting in less authentic experiences.
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To address these challenges, authorities are working to distribute tourist traffic more evenly across Japan. By promoting off-the-beaten-path destinations and encouraging tourists to explore a variety of regions, they aim to alleviate the pressure on popular tourist spots that sees more foot traffic, ensuring a more sustainable, enjoyable, and authentic experience for all.
