Akari Terada
Writer
Japan’s tourism industry is poised for unprecedented growth, with forecasts indicating that international visitors will surpass 40 million in 2025. This projection, shared by JTB and supported by Naoya Haraikawa, Commissioner of the Japan Tourism Agency (JTA), highlights a significant increase from the record-breaking 36.9 million visitors expected in 2024. The Japan National Tourism Organization (JNTO) is optimistic about this upward trend, emphasizing their commitment to active promotional efforts to sustain growth in the inbound travel market.
Focus on Regional Tourism in Japan:
A Boost for Local Economies
A key component of Japan’s tourism strategy is directing international visitors to regional areas. Despite a notable gap between the growth rates of urban and local accommodations—67.4% in major cities compared to 31.3% in regional areas since 2019—there is a clear recovery trend. Visitors from East Asia are returning to regional destinations, and there has been an increase in travelers from Europe, the U.S., Australia, India, and Singapore exploring Japan’s local regions.
A key component of Japan’s tourism strategy is directing international visitors to regional areas. Despite a notable gap between the growth rates of urban and local accommodations—67.4% in major cities compared to 31.3% in regional areas since 2019—there is a clear recovery trend. Visitors from East Asia are returning to regional destinations, and there has been an increase in travelers from Europe, the U.S., Australia, India, and Singapore exploring Japan’s local regions.
Innovative Campaigns and Strategic Partnerships
Driving Japan’s Tourism Growth
To further stimulate regional tourism in Japan, JNTO is launching large-scale promotional campaigns across Asia. Collaborations with global online travel agencies (OTAs) and Japanese low-cost carriers (LCCs) are central to these efforts, broadening the reach and appeal of Japan’s diverse travel offerings.
Adventure Tourism in Japan Takes Center Stage:
AdventureWeek 2025 in Tohoku
Adventure tourism is another growing segment in Japan’s travel industry. Following the success of ‘AdventureWeek 2024’ in Okinawa, which brought together international travel agents and local tour operators, JNTO is gearing up for ‘AdventureWeek 2025’ in Tohoku. Scheduled for September 2025, this event will host 12 international travel agents and three journalists, showcasing the region’s unique adventure travel opportunities.
Preparations are already underway, with operator training programs planned for March to enhance local guides’ expertise in adventure tourism. In May, the Adventure Travel Trade Association (ATTA) will review and refine familiarization (FAM) tour routes to ensure an exceptional experience for participants.
Begin your day with a traditional Japanese breakfast. After checking out of your Ryokan, your day is free to explore. In spring, admire cherry blossoms; in summer, engage in outdoor activities, and in winter, enjoy skiing or snowboarding.
Conclusion: A Bright Future for Japan’s Tourism Industry
With a strong focus on regional tourism and adventure travel, Japan is well-positioned to exceed 40 million international visitors in 2025. Strategic promotions, innovative travel routes, and partnerships with global travel organizations are key drivers of this growth, promising a vibrant future for Japan’s inbound tourism sector.
Stay updated with Honey J Tours for the latest news and travel opportunities in Japan!
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