According to the latest data released by the Japan National Tourism Organization (JNTO), Japan welcomed a record 36.87 million overseas visitors in 2024, driven largely by the depreciation of the yen. This figure surpassed the previous high of 31.9 million in 2019, and represents a 47.1% increase over 2023, when Japan recorded approximately 25.06 million international arrivals.
JNTO noted that this historic performance was due to monthly visitor numbers hitting record highs across various markets, especially during traditional peak seasons such as cherry blossom season, autumn foliage season, and summer school holidays. In addition to strong numbers from East Asia, actual visitor numbers from Southeast Asia, Europe, the U.S., Australia, and the Middle East also increased significantly.
Top Source Markets in 2024:
South Korea: 8.817 million visitors (up 26.1% from 2023)
China: 6.981 million visitors (up 187.9% from 2023 – the highest growth among all countries)
Russia: 99,300 visitors (up 136.6%)
Visitor Volume Data (in millions):
2019: 31.9
2023: 25.06
2024: 36.87
Total Spending Exceeds ¥8 Trillion; Chinese Tourists Lead in Per Capita Shopping
In 2024, foreign tourists spent a total of ¥8.1 trillion (approx. RMB 375.1 billion) in Japan, up ¥2.8 trillion (approx. RMB 129.7 billion) from 2023’s ¥5.3 trillion (approx. RMB 245.4 billion), marking a new all-time high.
Among all international visitors, Chinese tourists topped the charts in per capita shopping expenditure, averaging ¥119,000 per person (approx. RMB 5,600). On average, each Chinese tourist spent around ¥277,000 (approx. RMB 13,000), with nearly half allocated to shopping.
With the exchange rate at the end of 2024 around 1 RMB = 21.44 JPY, Japanese products appeared significantly more affordable. Whether it’s cosmetics, home appliances, or luxury goods, prices were much lower than in China, turning Japan into a paradise for shoppers.
“LV stores in Japan are packed with Chinese tourists. Factoring in discounts, a ¥200,000 bag could be ¥30,000–¥40,000 cheaper—that’s about RMB 3,000–4,000,” shared Lily, who recently visited Kyoto. She observed that due to the yen’s depreciation, luxury goods in Japan were 10% to 50% cheaper than in China.
To better serve Chinese visitors, many stores now offer Chinese-language support. When it comes to payment, Chinese mobile payment systems are widely accepted—in airports, malls, near tourist attractions, vending machines, and convenience stores—often with clear signage for ease of use.
Japan’s Tourism Boom Expected to Continue in 2025
Japan’s tourism market is expected to continue growing in 2025, especially with an increase in Chinese tourists. Starting spring 2025, Japan will offer a 10-year multiple-entry visa for Chinese tourists for the first time and extend the maximum stay of group visas to 30 days. These relaxed visa policies are seen as efforts to stimulate economic recovery and deepen cultural and people-to-people exchanges between the two countries.
Data shows that flight bookings to Japan during the 2025 Spring Festival have increased 2.3 times year-over-year, with top destinations being Tokyo, Osaka, Sapporo, Nagoya, and Fukuoka. The top five departure cities from China are Shanghai, Beijing, Guangzhou, Chengdu, and Shenzhen.
Japan is poised to become the hottest outbound travel destination in early 2025. The upcoming Osaka-Kansai Expo 2025 is expected to attract 28.2 million visitors, including 3.5 million from overseas.
This boom presents great news for investors. As tourist numbers continue to rise, industries such as hospitality, food services, retail, and transportation are set to benefit from increased spending, driving business expansion and upgrades.
Real Estate Impacts:
A surge in tourist numbers will boost demand for accommodation and commercial real estate, particularly in major cities like Tokyo and Osaka. According to the Japan Real Estate Institute, the first half of 2024 saw Japan’s highest property transaction volume since 2001, reaching ¥3.75 trillion.
Government Target: 25% Increase in Per Capita Spending by 2025
Tourism has long been a cornerstone of Japan’s economy. In fact, Japan established a national strategy for tourism-led growth two decades ago. Post-COVID, the government successfully revitalized the sector through efficient pandemic control, diverse tourism offerings, and innovative marketing.
In 2023, Japan revised its Basic Plan for Promoting Tourism Nation, setting a goal to hit a new record in visitor numbers by 2025. However, the government emphasized not relying solely on volume, but also raising per capita spending—from ¥159,000 in 2019 (approx. RMB 8,230) to ¥200,000 by 2025.
China-Japan Exchange: Voices of Authority
Jan 15, 2024: Chinese Premier Li Qiang met with a Japanese ruling party delegation at the Great Hall of the People, stating that China-Japan relations are at a critical stage of improvement and development.
Dec 22, 2024: Japanese Prime Minister Shigeru Ishiba emphasized the importance of people-to-people exchanges as the foundation of China-Japan relations.
Dec 25, 2024: Premier Li Qiang met with visiting Japanese Foreign Minister Takeshi Iwaya in Beijing, affirming that China and Japan are inseparable neighbors.
Dec 25, 2024: Japanese Foreign Ministry spokesperson Toshihiro Kitamura revealed that the scheduled 2-hour foreign ministers’ meeting in Beijing extended to 3 hours, covering a wide range of topics with frank and in-depth dialogue on both opportunities and challenges.
July 23, 2024: Yang Wanming, President of the Chinese People’s Association for Friendship with Foreign Countries, emphasized the irreplaceable role of people-to-people diplomacy in China-Japan relations.
