Japan saw a resurgence in tourism last year, with 25.06 million visitors, reaching 79% of the pre-pandemic level in 2019. This uptick was attributed to eased border restrictions and the weakened yen, as per official estimates released Wednesday by the Japan National Tourism Organization. In comparison, the figure for 2023 contrasts sharply with the mere 3.83 million visitors in 2022, when Japan’s borders were predominantly closed to general tourists.
Notably, Japan’s neighboring countries played a significant role in driving this inbound tourism surge. South Korea, especially, sent 6.95 million visitors, marking a 25% increase from 2019 and constituting 28% of total arrivals, owing partly to improved political relations between the two countries under the leadership of President Yoon Suk Yeol and Prime Minister Fumio Kishida.
Singaporeans also contributed substantially, with a 20% increase to 591,300 visitors, capitalizing on their strong currency against the yen.
Meanwhile, visitors from Indonesia, Vietnam, and the Philippines showed notable increases from four years ago, reflecting growing affluence and a burgeoning interest in international travel among their populations.
Conversely, China, once a major source of inbound tourism for Japan, experienced a decline in momentum, with only 2.42 million arrivals, amounting to 25% of the 2019 level. This downturn can be attributed partly to China’s economic slowdown and strained relations with Japan over various issues, including the handling of treated wastewater from the Fukushima Daiichi nuclear power plant.
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Although the annual total fell short of the 2019 benchmark, monthly arrivals surpassed 2019 levels for the first time in October. December alone witnessed 2.73 million tourists, an 8% increase from four years ago.
This robust recovery in foreign visitor arrivals has buoyed Japan’s tourism industry, with the Japan Tourism Agency reporting that foreign tourists spent a total of 5.29 trillion yen ($35.7 billion) in 2023, a 10% increase from four years prior and a record high. Per capita spending surged by 34%.
Looking ahead, Yayoi Sakanaka, a senior research officer at Mizuho Research & Technologies, anticipates a temporary slowdown in visitor numbers from countries other than China in the first half of this year as pent-up demand wanes. However, a gradual upward trend is expected thereafter, aligning with the government’s goal of surpassing the 2019 figure of 31.88 million visitors by 2025.
Despite the positive outlook, concerns linger regarding labor shortages and overtourism, exacerbated by the recent earthquake in the Noto region. To address safety concerns, the Japan Tourism Agency is promoting the use of the smartphone app Safety Tips, which provides real-time disaster information in multiple languages. However, with only 400,000 downloads so far, including foreigners residing in Japan, there remains room for improvement in ensuring the safety and well-being of tourists, particularly in disaster-prone areas.