South Korea, China, Taiwan, Hong Kong, and the U.S. Tourists Contribute to Massive Tourism Growth in Japan in 2025 as Visitor Numbers and Spending Reach All-Time Highs

Wednesday, July 16, 2025

The first half of 2025 has seen remarkable growth in global tourism, with Japan emerging as a leading destination. According to the Japan National Tourism Organization, Japan welcomed a record-breaking 21.51 million international visitors in the first six months of 2025, reflecting a substantial 21 percent year-on-year increase. This surge in tourism spending, which has hit an all-time high of 4.8 trillion yen ($32.23 billion), is indicative of a booming industry recovering from pandemic setbacks.

Notably, Japan is witnessing an influx of travelers from neighboring countries such as South Korea, China, and Taiwan, as well as from farther regions, including the United States. Despite some international challenges, such as misleading rumors about natural disasters, the tourism boom continues, underscoring Japan’s resilience as a prime travel hub.

This article explores the top trends in inbound tourism for 2025, with a particular focus on Japan’s tourism industry’s growth and its impacts on global travel patterns. For travelers seeking information about Japan’s appeal, along with an analysis of other leading destinations such as South Korea, China, Taiwan, and the U.S., this feature provides expert insights and tips on how to make the most of your next adventure.

Tourism Growth in Japan: Record Numbers and New Expectations

Japan’s tourism sector is seeing a rapid recovery, with an impressive 21.51 million visitors in the first half of 2025, setting a new high for the country. This marks a 21% increase from the previous year, reaffirming Japan’s place as one of the top travel destinations in Asia. The influx is driven by several factors, including the reopening of borders, the resumption of major cultural events, and Japan’s appeal to travelers seeking a blend of modernity and tradition.

Tokyo, Osaka, and Kyoto remain the central hubs for international tourists. However, regions outside these metropolitan areas are also becoming increasingly popular as travelers seek a more authentic and tranquil experience. The northern island of Hokkaido, the hot spring towns of Hakone, and the scenic beauty of Okinawa are seeing a surge in visitor numbers.

With such significant growth, Japan is positioning itself to meet an ambitious target of attracting 60 million visitors annually by 2030. The country aims to create a vibrant tourism ecosystem, investing in infrastructure and boosting the service industry, all while promoting sustainable travel. The government’s new role dedicated to tourism promotion, announced in July 2025, will focus on both international and domestic travel, strengthening human resources in the tourism sector and supporting its growing needs.

South Korea: Consistent Growth as Tourism Expands

South Korea remains a dominant source of tourism in Japan, contributing nearly 4.78 million visitors in the first half of 2025. This marks an increase of 7.7% compared to 2024, with South Korean travelers making up a significant portion of the international visitors flocking to Japan. Seoul’s proximity to major Japanese cities, as well as the shared cultural history and interests, make South Korea a key player in the ongoing tourism boom.

In addition to Japan, South Korea has its own thriving tourism industry. Popular destinations such as Seoul, Jeju Island, and Busan continue to attract millions of visitors each year, particularly from China, Japan, and the U.S. The tourism ministry in South Korea is focused on diversifying its visitor base, targeting new markets in Southeast Asia and Europe.

China: A Post-Pandemic Tourism Revival

China has also seen significant growth in its outbound tourism, with nearly 4.71 million visitors traveling to Japan in the first half of 2025—an impressive 53.5% increase from the previous year. As international travel resumes, Chinese tourists are returning in full force, eager to experience Japan’s rich culture, advanced technology, and unique cuisine. The rapid rise in Chinese tourism is not limited to Japan, as other destinations across Asia and Europe are also benefiting from this resurgence.

Japan has long been a favorite destination for Chinese travelers, who are drawn to the country’s proximity, cultural heritage, and shopping experiences. The burgeoning middle class in China, along with easier visa processes, has made Japan more accessible to a broader range of Chinese tourists, further enhancing the overall inbound tourism figures.

Taiwan: Steady Growth in Visitor Numbers

Taiwan remains an important source of tourists for Japan, contributing 3.28 million visitors in the first half of 2025. The 10.3% growth in Taiwanese tourism marks a steady increase, reflecting both cultural ties and geographical proximity. Taiwanese travelers are particularly fond of Japan’s seasonal festivals, food culture, and natural landscapes, making the country an appealing choice for short-haul vacations.

Japan’s close relationship with Taiwan and its ease of travel has made it a popular destination for Taiwanese tourists seeking diverse experiences, from the bright lights of Tokyo to the historic streets of Kyoto. As tourism trends continue to evolve, Japan will likely see even more Taiwanese travelers taking advantage of new flight routes and convenient travel options.

United States: Increased Visitor Numbers as Tourism Revitalizes

The United States remains a vital source of international tourists to Japan, with 1.7 million American visitors in the first half of 2025, a 26.7% increase from the previous year. American tourists are often drawn to Japan for its culture, nature, and advanced technology. Popular experiences such as visiting historic temples in Kyoto, exploring the neon-lit streets of Shibuya, and indulging in authentic sushi and ramen have made Japan a bucket-list destination for many U.S. travelers.

Additionally, Japan’s appeal as a safe, organized, and easily accessible destination makes it a top choice for Americans looking to explore Asia. Increased flight options and favorable exchange rates further contribute to the rising number of American visitors.

Hong Kong: A Slight Decline Amid Growing Regional Tourism

While most countries are experiencing a rise in visitors, Hong Kong has seen a slight dip in its outbound tourism numbers. With 1.27 million Hong Kong tourists visiting Japan in the first half of 2025, the number has decreased by 0.4% compared to the previous year. This decline is largely attributed to rumors circulating on social media about potential natural disasters in Japan, which were later debunked as false.

Despite this setback, Japan remains an attractive destination for travelers from Hong Kong, and experts predict that tourism will bounce back once the misconceptions are cleared.

Conclusion

The first half of 2025 has been an exciting year for global tourism, with countries like Japan, South Korea, China, Taiwan, and the United States leading the charge. As tourism spending reaches new heights and international arrivals continue to grow, Japan is poised to maintain its position as one of the world’s most visited destinations. With ongoing investments in infrastructure, sustainability, and tourism innovation, the future looks bright for travelers exploring Japan’s unique offerings in the years to come.

By embracing new trends, targeting emerging markets, and addressing visitor needs, Japan and its neighboring countries are set to provide enriching experiences for international travelers. As the industry continues to recover and thrive, these destinations remain top of mind for vacationers in 2025 and beyond.