Over 36.8 million foreign visitors came to Japan in 2024

The number of foreign visitors to Japan reached a record high last year, surpassing the previous annual peak set before the coronavirus pandemic. Traveler spending also hit an unprecedented level.

According to the Japan National Tourism Organization, over 36.8 million foreign visitors came to Japan in 2024. This marks a 15% increase compared to the 2019 record, achieved before the pandemic led to border closures.

Visitor numbers from the United States and South Korea surged by about 58% compared to 2019, while those from Taiwan rose by 23.6%. However, arrivals from China decreased by 27.2%.

Separate data revealed that international travelers spent more than 8 trillion yen (approximately 52 billion USD) during their visits.

Japan’s government has set ambitious goals for 2030 to attract 60 million foreign visitors and generate 95 billion USD in tourism revenue.

“The 60 million target is quite ambitious,” acknowledged Japan Tourism Agency Commissioner Haraikawa Naoya. “But with collaboration between the public and private sectors, I believe it is achievable.”

Officials also emphasize the importance of addressing over-tourism and promoting travel to areas outside Japan’s three largest metropolitan regions.