Japan has seen a record surge in tourist arrivals, with over 36.8 million visitors in 2024, according to data from the Japan National Tourism Organization. This figure surpassed the previous record of nearly 32 million set in 2019. The increase in tourism marks a return to the growth trend seen before the Covid-19 pandemic, with numbers now more than four times higher than in 2012.
Japan was recently named the world’s most favorite travel destination in the 2024 Condé Nast Traveler Readers’ Choice Awards. The rise in visitors is attributed to various factors, including government efforts to promote attractions beyond the well-known sights. These include Mount Fuji, historic shrines, and local sushi bars in less-visited areas of the country.
The weaker yen has also played a significant role. Over the past three years, the currency has dropped in value, making travel to Japan more affordable. From budget-friendly ramen to premium Japanese kitchen knives, the lower yen has made many products and experiences more accessible for foreign tourists.
Japan has long been considered a “bucket list” destination, according to Naomi Mano, president of Luxurique, a hospitality and events company. This, coupled with the favorable exchange rate, has driven many international travelers to visit the country.
