The depreciation of the Japanese yen against major currencies, particularly the U.S. dollar, has led to a significant increase in tourist arrivals to Japan. Last month, Japan experienced a record-breaking high of over 3 million visitors exploring the country, driven by the weak yen and the influx of travelers eager to see Japan’s famous cherry blossoms. This surge in arrivals marks the first time Japan has surpassed the 3 million-visitor mark in a single month, with an almost 70% increase compared to the same period last year.
The top source markets for Japan’s tourism include South Korea, Taiwan, and China, with South Korea contributing over 663,000 arrivals. Despite Chinese arrivals being 35% below 2019 levels, tourist numbers from other markets such as Europe, the U.S., Australia, Vietnam, and India reached an all-time high. For the first quarter of this year, Japan welcomed over 8.5 million tourists, who collectively spent a record JPY1.8 trillion ($12 billion), averaging approximately JPY210,000 ($1,358) per person per stay.
Japan is aiming to attract 60 million foreign visitors annually by 2030, surpassing its pre-pandemic high of 32 million arrivals by 2025. In 2023, Japan hosted around 25 million visitors who collectively spent JPY5.3 trillion ($34 billion), with an average tourist spending of approximately JPY210,000 ($1,360) per stay. To further boost tourism numbers, Japan has been focusing on increasing Chinese arrivals and has partnered with China’s biggest online travel company, Trip.com Group, to support the recovery and growth of Japan’s tourism industry.
Trip.com Group aims to attract affluent Chinese travelers aged 20-40 to showcase Japan’s natural beauty, rich culture, and diverse experiences. In 2023, the company noted encouraging signs of recovery, with passenger numbers reaching 58% of 2019 levels. Additionally, Japan introduced the digital nomad visa this month, tailored for remote workers with a minimum annual income of JPY 10 million ($68,300) to qualify. Citizens from 49 countries and territories with a tax treaty or reciprocal visa-exemption with Japan can apply, allowing holders to stay in Japan for up to six months while working remotely for overseas companies or freelancing for international clients.
Overall, the depreciation of the Japanese yen against major currencies, coupled with the influx of travelers eager to explore Japan’s attractions, has led to a surge in tourist arrivals. Japan is aiming to attract more tourists and increase spending in the coming years, with a target of welcoming 60 million foreign visitors annually by 2030. Collaborations with companies like Trip.com Group and the introduction of the digital nomad visa are steps taken to support the recovery and growth of Japan’s tourism industry and expand its appeal to travelers worldwide.
