A record number of tourists visited Japan last year, according to the latest data. Estimates from the Japan National Tourism Organization show that the country recorded more than 36.8 million tourist arrivals in 2024, surpassing the previous record of nearly 32 million set in 2019.
This surge in visits is attributed to the weakening yen, which has put Japan on the list of “must-visit” destinations, despite complaints about overcrowding at popular locations like Kyoto.
This marks a return to the boom that began more than a decade ago, only to be interrupted by the COVID-19 pandemic, with the number of tourists increasing more than fourfold compared to 2012.
Part of this can be credited to government policies promoting attractions, from the majestic slopes of Mount Fuji to temples and sushi bars in more remote parts of the archipelago.
Another factor is the cheap yen, which has weakened against other currencies over the past three years, making everything from food to handmade goods more affordable.
“Japan has long been a once-in-a-lifetime destination for many people. But now is the best time because Japan is currently like it’s on a 30 percent discount,” said Naomi Mano, president of the hospitality and events company Luxurique.
The government has set an ambitious goal to double the number of tourists to 60 million annually by 2030.
Authorities say they want to more evenly distribute tourists across the country and avoid crowds and large groups of visitors eager to capture images of cherry blossoms in spring or vibrant autumn colors.
