Japan has reported a record surge in tourism numbers in 2025, surpassing pre-pandemic levels for the first time. According to the Japan National Tourism Organisation, more than 3.5 million visitors entered the country in July alone, making it the busiest summer season on record.
The rise is largely attributed to weaker currency rates, which have made Japan more affordable for international travellers, particularly from Europe and North America. Key destinations such as Tokyo, Kyoto, and Osaka are reporting hotel occupancy rates above 90%.
Local businesses are enjoying the benefits, though there are also concerns about “over-tourism” in traditional districts, where infrastructure is struggling to keep up. Authorities are now exploring ways to spread visitors more evenly across the country, encouraging trips to rural areas like Hokkaido and Shikoku.
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