Japan’s Tourism Skyrockets: Aiming for 60 Million Visitors Annually by 2030
In the first half of 2025, Japan witnessed a significant surge in foreign arrivals, recording 21.5 million visitors. This marks a 21% increase compared to the same period in the previous year. Now, the country has set its sights on an ambitious target: to welcome 60 million international visitors each year by 2030. This goal represents a 50% leap from the current visitor numbers.
Recent data on tourist spending reveals that British visitors topped the list with the highest per capita spending of 444,000 yen (approximately $2,983). This figure is nearly double the overall average spend of 239,000 yen per person. Tourists from Italy and Germany were not far behind, underlining Europe’s crucial role in Japan’s tourism economy. Meanwhile, visitors from the United States and Australia demonstrated steady growth in total spending.
The current momentum is bolstered by the ongoing weakness of the yen, which makes Japan an especially enticing destination for overseas visitors. In 2024, Condé Nast Traveler readers voted Japan as the “world’s most favorite travel destination”. Now, authorities are forecasting that the total arrivals for the full year of 2025 could reach 40 million visitors, edging the nation closer to its long-term goal.
Source: Travel And Tour World