TOKYO – Japan witnessed a record-breaking influx of tourists in 2024, with over 36.8 million arrivals, surpassing the previous peak of nearly 32 million in 2019, according to the Japan National Tourism Organization.
The growth marks a resurgence of a tourism boom that started over a decade ago but was disrupted by the COVID-19 pandemic. Visitor numbers have risen more than fourfold since 2012, bolstered by policies promoting attractions across the country and a significantly weakened yen, which made travel and shopping in Japan more affordable for foreign visitors.
Tourists were drawn to iconic destinations such as Mount Fuji, Kyoto’s historic temples, and Tokyo’s vibrant neighborhoods, making Japan a top “bucket list” destination. Naomi Mano, president of hospitality company Luxurique, noted that the cheap yen made Japan feel like it was “on a 30 percent off sale,” further enhancing its appeal.
However, the surge in tourism has raised concerns about overcrowding in popular hotspots. Kyoto, renowned for its cultural heritage, has seen increasing complaints from residents about traffic, littering, and disrespectful behavior towards geisha performers. In response, the city plans to increase lodging taxes to promote “sustainable tourism” and improve the experience for both citizens and visitors.
Efforts to manage the influx have extended to natural landmarks like Mount Fuji, where authorities introduced entry fees and daily caps on the number of hikers. In Tokyo, rising hotel prices driven by high demand have pushed some companies to explore alternative accommodations, such as capsule hotels and short-term rentals.
Despite these challenges, the economic benefits of tourism are undeniable. Experts highlight that tourism is now Japan’s second-largest revenue source after vehicle exports. With a goal of attracting 60 million tourists annually by 2030, the government aims to distribute visitor traffic more evenly by promoting lesser-known destinations and improving accessibility to rural areas.
While Japan still lags behind top global destinations like France, which hosted 100 million tourists in 2023, the country’s focus on balancing growth with sustainability offers a blueprint for managing tourism in the future.