Japan: The Rising Star in Global Tourism in 2026
Japan has firmly established itself as one of the world’s fastest-growing tourism hotspots. The latest World Tourism Barometer, published by UN Tourism in January 2026, reveals a remarkable 17% surge in international arrivals through November 2025 compared to the previous year.
The country’s tourism boom shows no signs of abating. In 2025, an estimated 1.52 billion international tourists were recorded globally. The growth of Japan’s tourism industry has been propelled by a confluence of factors. These include a weak yen making travel more affordable, increased accessibility, and the country’s unique fusion of ancient traditions and cutting-edge modernity.
The report underscores that travelers are increasingly venturing beyond the well-trodden paths of Tokyo, Kyoto, and Osaka. The Japan National Tourism Organization is actively promoting visits to lesser-known regions. Emerging destinations gaining popularity include:
- Ishikawa
- Mie
- Nagano
- Aichi prefectures
- Hokkaido region
- Shikoku region
Other destinations exhibiting robust growth include Brazil (up 37% for the full year) and Egypt (up 20%). Meanwhile, Europe retains its crown as the world’s most popular destination region with 793 million visitors. Despite inflation in tourism services and geopolitical challenges, travel demand remained resilient throughout 2025, according to UN Tourism’s analysis.
Source: Euronews