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| Above, a view from the Tokyo Skytree. Photo by Armand Vaquer. |
Years ago, Japan was working to exceed 10 million tourist visitors a year. After awhile, they finally reached that goal and then exceeded it.
Then the pandemic hit in 2020 and Japan was slow to reopen to tourists. Since then, due to the exchange rate of the yen against other currencies, people started coming in droves, which led to the coining of the term, overtourism (especially in places like Kyoto).
Last year, Japan topped 40 million visitors in 2025, a new record.
According to The Japan Times:
Foreign visitors to Japan hit a record 42.7 million last year, topping the 40-million mark for the first time, tourism minister Yasushi Kaneko said Tuesday, steadily inching toward the government’s goal of 60 million by 2030.
The number of foreign visitors has been rising after Japan reopened the borders following COVID-19-era restrictions. The figure was a record-high for two years in a row, with 36.87 million foreign visitors coming to Japan in 2024. Foreign travelers have been a boon for the Japanese economy, spending a record ¥9.5 trillion in 2025, up from ¥8.1 trillion in the year before.
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