Japan set a new tourism milestone in July 2025, welcoming 3,437,000 international visitors—a 4.4% increase from the same month last year, according to the Japan National Tourism Organization (JNTO). The total surpassed the previous July record of 3.29 million set in 2024, with strong demand from China, Taiwan, the United States, and France contributing to the surge during the summer holiday season.
Not all markets, however, moved in the same direction. Arrivals from South Korea dropped 10.4% to 678,600, while Hong Kong saw a steep 36.9% decline. Analysts linked these decreases to earthquake-related rumors that spread widely on social media, causing cancellations and postponed bookings. Nippon.com reported that nearly 4% of Hong Kong residents canceled their trips and 17% delayed travel.
Despite this, China led all inbound markets with 974,500 visitors—up 25.5% year-on-year—while Taiwan contributed 604,200 (+5.7%). The United States also posted healthy growth with 277,100 visitors (+10.3%), and France emerged as a notable European growth driver. Other markets, including Indonesia, India, and Germany, also posted gains, underscoring broad international interest.
The overall increase highlights Japan’s resilience, supported by the yen’s weakness, which has boosted spending power for overseas visitors. Industry forecasters now expect inbound arrivals to exceed 40 million by year’s end, with tourism expenditures projected to top ¥10 trillion (USD 69 billion)—both record-setting figures.
With July historically marking one of the busiest months for travel due to school breaks and cultural festivals, airports and destinations across Japan reported strong traffic and rising hospitality revenues. JNTO has announced plans to intensify its marketing in Europe, North America, and Southeast Asia to sustain momentum in the months ahead.
Japan on Track for 40 Million Visitors in 2025 After Record July Surge
