Japan welcomes 10.5 million visitors in Q1 2025, driven by cherry blossoms, Expo 2025, and favorable currency conditions.
Japan’s tourism sector has achieved a historic milestone, welcoming over 10.5 million international visitors in the first quarter of 2025. This marks the fastest pace ever recorded to reach this figure, surpassing the previous year’s benchmark achieved in April. The surge is attributed to a combination of factors, including a favorable exchange rate, the allure of cherry blossom season, and the commencement of Expo 2025 in Osaka.
According to the Japan National Tourism Organization (JNTO), March alone witnessed a record-breaking 3.5 million arrivals, with notable increases from the United States and Canada. The influx of tourists has significantly contributed to the economy, with foreign visitor spending reaching ¥2.27 trillion (approximately $16 billion) in Q1, positioning tourism as Japan’s second-largest export sector after automobiles.
The ongoing Expo 2025 in Osaka, themed “Designing Future Society for Our Lives,” is expected to further bolster tourism. The event, running from April 13 to October 13, anticipates approximately 28 million visitors, showcasing innovations from over 160 countries.
Projections indicate that Japan is on track to exceed its 2024 record of 36.87 million visitors, with estimates suggesting over 40 million international arrivals by the end of 2025. This growth underscores Japan’s position as a premier global destination and highlights the effectiveness of its tourism strategies.
However, the rapid increase in tourism has also brought challenges. Concerns over overtourism have led to measures such as capping daily climbers on Mount Fuji and implementing entrance fees to manage the influx. Authorities are also promoting lesser-known destinations to distribute tourist traffic more evenly across the country.
As Japan continues to experience unprecedented growth in its tourism sector, stakeholders are focusing on sustainable practices to ensure long-term success. The balance between economic benefits and preserving cultural and environmental integrity remains a central theme in Japan’s tourism discourse.
For travel and hospitality professionals, these developments present both opportunities and responsibilities. Engaging with Japan’s evolving tourism landscape requires a commitment to sustainable practices and a deep understanding of the cultural nuances that make Japan a unique destination.