Foreign Visitors to Japan Hit Record 36 Million in 2024, Spending Surpasses ¥8 Trillion
Tokyo, Japan — Japan welcomed an unprecedented 36.87 million foreign visitors in 2024, setting a new all-time high fueled by a weak yen, resumed flight routes, and growing demand for travel following the COVID-19 pandemic. The total spending by these tourists reached ¥8.14 trillion ($50.8 billion), surpassing the previous record of ¥5.31 trillion set in 2023, according to government data released Wednesday.
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Foreign tourists spent heavily on accommodation, shopping, and dining, with accommodation alone accounting for 33.6% of total expenditures, followed by shopping (29.5%) and dining (21.5%). Visitors spent an average of ¥227,000 per person, with Britons leading the way at ¥383,000, closely followed by Australians at ¥382,000 and Spaniards at ¥370,000.
South Korea contributed the largest number of travelers in 2024, with 8.82 million visitors, followed by China (6.98 million) and Taiwan (6.04 million). Chinese tourists emerged as the highest spenders, contributing ¥1.73 trillion, or 21.3% of the total spending, while Taiwanese and South Koreans spent ¥1.09 trillion and ¥963.2 billion, respectively.
The tourism boom was further driven by peak travel seasons, such as cherry blossom viewing in spring and autumn foliage in fall, which saw record numbers from 20 different markets. December alone recorded 3.49 million arrivals, the highest-ever single-month figure, thanks to holiday demand during Christmas, New Year, and school vacations.
Tourism’s economic impact was second only to Japan’s automobile exports, which generated ¥17.2 trillion in 2023, and outpaced industries like semiconductors (¥5.4 trillion) and steel (¥4.5 trillion).
As Japan looks to the future, the government has set ambitious targets to attract 60 million annual visitors and generate ¥15 trillion in tourism spending by 2030. However, challenges remain, including managing overtourism and addressing labor shortages in the hospitality sector.
Efforts are underway to diversify the tourism landscape by targeting high-end travelers and promoting regional destinations through improved access to airports outside major cities. The record-breaking 2024 figures highlight Japan’s global appeal and its potential as a top-tier travel destination.
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