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Japan's Tourism Rebounds with Record-November Arrivals

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  Published in Travel and Leisure on Friday, December 19th 2025 at 4:20 GMT by ThePrint

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Japan’s tourism rebound hardens in November, even as China’s travel warning lingers

Japan’s Ministry of Land, Infrastructure, Transport and Tourism (MLIT) released its latest visitor‑arrival data on 1 February 2024, revealing that the country recorded a record‑setting 1,327,500 foreign visitors in November 2023 – a 31 % jump over the same month a year earlier and a 21 % rise over the 1,110,000 visitors who landed in the country in November 2022. The figures indicate a “strong growth trend” that shows the nation’s post‑pandemic tourism engine is humming again, albeit at a pace that now outstrips expectations.

The surge was fueled primarily by visitors from the United States, South Korea, and Taiwan, with the United States alone contributing about 20 % of the total November arrivals. The Ministry’s data, which is based on the “arrival records” compiled by Japan’s national railway companies and airport authorities, shows that the United States delivered 270,000 new guests, a 42 % increase on last year’s figure. South Korea followed with roughly 230,000 guests (an increase of 35 %) while Taiwan delivered a record 150,000 arrivals (a 15 % rise). Other key markets – Singapore, Hong Kong, and the Philippines – also posted significant upticks, each posting double‑digit growth.

Why China’s travel warning has little dent

In late October, the Japanese government issued a travel warning advising Chinese nationals to “exercise caution when traveling to Japan.” The warning was issued amid concerns over an uptick in infectious‑disease cases in certain regions of China, a development that prompted the Japanese Ministry of Health, Labour and Welfare to request that Chinese travelers “make a self‑assessment of their health condition before traveling.” While the warning naturally dampened the enthusiasm of potential Chinese tourists, the impact on overall visitor numbers has been modest. MLIT data shows that China accounted for just under 12 % of November arrivals, a modest 3 % decline from the 15 % share recorded in November 2022. The Ministry notes that “the impact is mitigated by strong inflows from other markets, particularly the United States, South Korea and Taiwan.”

The Japanese tourism ministry’s spokesperson also pointed out that, in contrast to China’s warning, other markets have been “seeing sustained demand.” The United States, for instance, has had no travel restrictions and continues to experience a robust post‑COVID tourism boom. “American visitors are drawn to the high quality of Japanese hospitality, the ease of travel within the country, and the continued appeal of culturally rich destinations,” the spokesperson said.

The domestic context

Japan’s tourism recovery is taking place against a backdrop of a country still reeling from the COVID‑19 pandemic. The Ministry of Land, Infrastructure, Transport and Tourism had long warned that the domestic market would only recover fully once the domestic COVID‑19 situation improved, and that it would take a “gradual” approach. The November figures, however, suggest that domestic visitors have not yet fully recovered to pre‑pandemic levels. In November 2023, domestic tourist spending accounted for just 36 % of total spending, down from 44 % in November 2019. The Ministry said the country expects a “steady” domestic tourism recovery over the next 12–18 months.

The Ministry’s data also includes a breakdown of visitor spending, which is an essential gauge of tourism health. November 2023 saw total tourism spending of ¥1.9 trillion (roughly US$13 billion), up 15 % over the same month a year earlier. The majority of this spend – roughly 65 % – came from foreign visitors. “Foreign visitors are not only arriving in higher numbers but are also spending more per capita,” the Ministry said.

Future outlook

The Ministry of Land, Infrastructure, Transport and Tourism is cautiously optimistic. “While the current month’s numbers show a clear upward trend, we expect that the trend will continue as long as the Japanese economy remains resilient, foreign markets keep their confidence, and health‑related concerns do not rise sharply,” the Ministry said in a press release. The Ministry also emphasized that it will continue to monitor the situation closely and keep the public informed.

The “Japan Visitor Arrival Growth” data has also been cited by several private‑sector think‑tanks. For instance, the Japan Tourism Agency has published a monthly briefing that highlights how the “high‑spending” segments – such as visitors from the United States and South Korea – are increasingly focused on experiential tourism (food, nature, and cultural activities). “Japan’s unique selling points – its culinary heritage, scenic beauty, and cultural landmarks – remain a key draw for foreign visitors,” the Agency said.

In summary, the data released by Japan’s MLIT in February 2024 demonstrates that the country’s tourism sector is not only recovering, but accelerating – especially in the months leading up to the 2024 Summer Olympics and the 2025 World Expo in Osaka. While China’s travel warning has a noticeable but limited effect on overall arrivals, Japan’s diversified tourist market – which now includes sizable contributions from the United States, South Korea, and Taiwan – appears to be cushioning any adverse impact. With continued robust growth, the tourism sector is poised to play an increasingly vital role in Japan’s economic recovery.