TEMPO.CO, Jakarta - Japan achieved remarkable success in its tourism sector throughout 2025, with the number of foreign tourists reaching 42.7 million and surpassing all previous records. This marks the first time Japan has exceeded 40 million foreign visitors in a single year, according to government data cited by Japan Today.
Japan's Transport Minister revealed that this surge occurred despite a sharp decline in the number of Chinese tourists in December 2025, which dropped by approximately 45 percent compared to the same period the previous year. The decrease was attributed to escalating diplomatic tensions between Beijing and Tokyo.
Official data indicates that in the final month of last year, the number of Chinese tourists reached only about 330,000 people. China had previously been the largest source of tourists to Japan, accounting for nearly 7.5 million visitors in the first nine months of 2025, representing a quarter of all foreign arrivals, according to official figures.
Japan's Prime Minister Sanae Takaichi recently stated that the country could consider a military response if China attacks Taiwan, a statement that triggered strong criticism from Beijing and warnings to its citizens to avoid visiting Japan. However, the number of visitors from other nations continues to rise, effectively compensating for the decline from China.
Promotion of Less Popular Destinations
The increase in foreign tourist arrivals is also influenced by the government's policy to promote less popular or off-the-beaten-path destinations, ranging from the panoramic views of Mount Fuji to temples and culinary hubs, such as sushi bars in areas previously less affected by tourist influxes.
The Japanese government has also set an ambitious target of 60 million tourists per year by 2030, as part of its efforts to strengthen its position as a premier global tourism destination.
However, Japan's largest travel agency, JTB, estimates that the total number of tourist visits this year will be slightly lower than in 2025, following weakening demand from the Chinese and Hong Kong markets. Nonetheless, tourism sector revenue is projected to continue increasing, driven by rising accommodation rates and high levels of tourist spending while in Japan.
The increase in repeat visitors is also shifting travel patterns, with tourist interest in Japan moving from major cities toward rural areas. Local authorities stated that they are working to distribute tourist flows more evenly across various regions, following increasing complaints of overcrowding in popular destinations such as Kyoto.
PUTRI AZ ZAHRA SUHERMAN
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