Japan’s Tourism Comeback: Almost 500,000 Visitors in October!
After a grueling two‑year pause, Japan finally opened its wide‑open doors to the world in October. The result? A massive surge in foreign tourists that blew September’s numbers out of the water.
Key Figures (in plain speak)
- October visitors: 498,600 (a 2,155% jump from last year)
- September visitors: 206,500 (just half of October)
- Year‑to‑date (2025): 1.52 million (still a long way from 2019’s 31.8 million)
- 2029 target set by the government: 40 million (linked to the canceled 2020 Olympics)
While the numbers are promising, the tourism industry is still grappling with a shock‑wave of consequences from the pandemic.
Why the Numbers Aren’t a Straight‑Line Success
- Hotel staff workforce plummeted by 22% from 2019 to 2021.
- Many service workers found gigs elsewhere and may be hard to lure back.
- Chinese visitors—the biggest chunk pre‑–COVID—haven’t returned yet.
Chinese travelers swelled to a record 9.5 million in 2019—nearly a third of all visitors. With cross‑border travel still halted in China, the tide is still waiting to roll back.
Silver Linings: The Yen and Online Bookings
The weak yen may actually help. Agoda’s Japan head, Hiroto Ooka, noted a 16‑fold spike in hotel search queries from South Korea, Taiwan, Hong Kong and Singapore between January and October.
“We’re seeing a bright side to the weak yen—more searches. It’s probably driving that surge,”
With the currency playing down, travelers are more willing to splurge on Japan’s iconic ryokans and sushi courses.
Cruising Ahead: Ports Re‑Open
Since March 2023, Japan greeted 166 cruise liners this year—a relief, given the country’s early 2020 lockdown after the Diamond Princess outbreak.
Japanese International Cruise Committee chief, Satoru Horikawa, promised every step to keep passengers safe. He said, “We’re ready to welcome guests both on board and in port.”
What the 5 Trillion‑Yen Goal Means
Prime Minister Fumio Kishida aims for inbound spending to hit 5 trillion yen (about $49 billion) annually. It’s a bold target, but the industry can’t ignore it—especially with the global travel cycle picking up and the yen low.
Bottom Line: It’s a 3‑Year Game of Catch‑Up
Japan’s tourism scene is on a rollercoaster—highs from a surge in visitors, but also lows from labor shortages and limited Chinese travel. The country’s future hinges on re‑booting the supply–demand engine: more skilled hotel staff, pro‑tourism marketing, and inventive itineraries that charm both budget travellers and the 5‑trillion‑yen dreamers.
