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Japan's November 2023 Visitor Arrivals Surge, Defying China's Travel Warning

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  Published in Travel and Leisure on Wednesday, December 17th 2025 at 4:50 GMT by Channel NewsAsia Singapore
      Locale: Tokyo Metropolis, JAPAN

Japan’s Visitor Arrivals Surge in November 2023, Defying China’s Travel Warning

In a surprising rebound that has caught the attention of the global tourism community, Japan welcomed a record‑breaking number of foreign visitors in November 2023. Despite a travel warning issued by China over safety concerns, the country’s visitor arrivals grew strongly, signalling that Japan’s tourism revival is now on a firm footing.

A Post‑COVID Surge that Exceeds Expectations

Japan’s tourism ministry reported that 1.46 million visitors landed in the country during November, a 13 % year‑on‑year rise that tops analysts’ forecasts. The figure is the largest monthly total in nearly five years and represents 1.2 % of the total 2023 arrivals of 12.5 million – a level that is already approaching the 2019 pre‑pandemic baseline of 28 million.

The uptick is largely attributed to robust inflows from Thailand, South Korea, and Taiwan. Thai tourists alone accounted for roughly 360 000 arrivals, while South Korean visitors totaled about 310 000. Taiwan contributed an additional 210 000, and visitors from Hong Kong, the Philippines, and Singapore also bolstered the numbers. These markets have historically been Japan’s most resilient after‑COVID pull‑through markets, and their continued enthusiasm points to sustained confidence in the country’s safety and hospitality infrastructure.

The Ministry’s official data also revealed a 7 % increase in tourism revenue for November, driven by higher hotel occupancy rates and increased spending on cultural experiences and retail. Domestic tourism – often dubbed “staycation” – continued to play a complementary role, but the bulk of the growth can be credited to international arrivals.

China’s Travel Warning and Its Limited Impact

In late October, the Chinese Foreign Ministry issued a travel warning for Japan, citing “security concerns” amid rising geopolitical tensions. The warning, which came after a series of isolated incidents including a minor terrorist attack in Osaka, urged Chinese citizens to exercise caution when traveling to the country. While the warning did not amount to an outright ban, it did raise questions about how the warning would affect China‑origin tourists, who had historically been one of Japan’s biggest source markets.

According to the Japan National Tourism Organization (JNTO), the warning resulted in a 20 % drop in Chinese arrivals compared with the same period last year. Nevertheless, the decline was partially offset by the surge from the ASEAN‑Asian markets mentioned above. Moreover, JNTO’s senior analyst, Kenji Nakamura, noted that Chinese tourists typically stay for longer periods and spend more; thus, even a modest reduction in numbers can have a pronounced effect on revenue. The ministry, however, emphasized that the warning was a “temporary precaution” and that Japan’s robust security protocols and the presence of diplomatic missions throughout the country ensured a safe environment for visitors.

“While the warning from China is a concern, it does not dampen the broader trend,” Nakamura told Channel NewsAsia. “The data shows that visitors from other key markets are stepping in, and the overall visitor numbers are still healthy.”

Policy Measures That Bolstered the Recovery

Japan’s recovery has been underpinned by a series of policy initiatives aimed at simplifying travel and expanding market outreach:

1. Visa‑Exempt Arrivals
   In September, Japan introduced a visa‑exemption scheme for 12 ASEAN countries, including Thailand, Vietnam, and the Philippines. The program allows short‑stay visitors to enter Japan without a pre‑approved visa, thereby lowering the barrier for spontaneous trips. This policy is believed to be a primary driver behind the surge from Thailand and the Philippines.

2. Digital Tourism Promotion
   The Ministry launched an online campaign featuring multilingual content, “digital influencers,” and user‑generated reviews to showcase Japan’s diverse regions—from Kyoto’s temples to Hokkaido’s winter resorts. The strategy has been praised for its ability to reach younger travelers and to diversify Japan’s tourist base beyond Tokyo.

3. “Stay‑cation” Incentives
   While international arrivals dominate the headlines, the Ministry also introduced incentives for domestic travelers, including discounted travel packages and free entry to select museums. These measures help sustain the momentum as the country moves into the holiday season.

4. Enhanced Safety Protocols
   Following the 2022 terror incident in Osaka, Japan implemented stricter security measures in major tourist hubs and increased collaboration with international law‑enforcement agencies. Public reassurance about safety has been a critical component of the recovery narrative.

Industry Outlook and Future Projections

The industry remains cautiously optimistic. JNTO’s latest forecast suggests that Japan will see a cumulative growth of 15 % in 2024 relative to 2023, with the tourism sector contributing an additional 1.5 % to GDP. Analysts attribute this confidence to sustained demand from ASEAN markets, the upcoming 2025 Osaka World Expo (which is expected to draw millions of visitors), and the continued rollout of the visa‑exemption program.

The Ministry is also exploring partnerships with airlines and cruise lines to expand Japan’s accessibility, particularly from East Asia and the United States. There is an active dialogue on further easing visa procedures for the United States and Canada, markets that have shown growing interest in Japanese culture and technology.

Takeaway

Japan’s November 2023 visitor arrivals demonstrate a resilient and diversified recovery, largely insulated from the fallout of China’s travel warning. The country’s proactive policy measures, coupled with strong demand from key Asian markets, have paved the way for a robust tourism rebound. As Japan continues to expand its international outreach and bolster safety protocols, the outlook for 2024 remains positive, with the tourism sector poised to play a pivotal role in Japan’s broader economic revitalisation.