By Shingo Sugime

8:00 JST, September 13, 2025

Japan’s inbound tourism sector has entered a new growth phase, having made a robust recovery from the effects of the pandemic. Inbound visitor numbers reached a record high of 36.87 million in 2024, surpassing the pre-pandemic level of 2019 by 15.6%. According to the U.N. World Tourism Organization, global international tourist arrivals reached 1.4 billion in 2024, recovering to pre-pandemic levels. While the Middle East and Europe achieved visitor numbers exceeding pre-pandemic levels, the Asia-Pacific region remained at 87% of its 2019 level. Japan’s recent growth stands out in terms of the global trend.

Notably, spending growth far exceeded visitor growth. Total spending reached ¥8.13 trillion in 2024, marking a 69.1% increase compared to 2019 and symbolizing a shift from “quantity” to “quality.” This change can be seen in the sharp rise in per capita travel spending. The estimated per capita figure for 2024 is ¥227,000, a 54% increase compared to 2019. Visitors from Europe, North America and Australia benefit from the historically weak yen, enjoying the perceived affordability and increasing their spending on high-end accommodations and experiences. Their average stay often exceeds 10 days, strengthening their presence as a high-value segment within Japan’s inbound sector. As a result, consumption trends have clearly shifted from the “material consumption” symbolized by the shopping sprees of the past to “experience consumption” focused on activities. Accommodation costs now represent the largest share of travel spending, followed by shopping and dining. Diverse experiential content is driving this trend. Beyond........

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