According to data released by the Japan National Tourism Organization (JNTO) on May 21, Japan welcomed a record-high 3,908,900 international visitors in April, marking the highest monthly total ever recorded. This represents a 28.5% increase from 3,043,003 in April 2023.
The surge was driven by a continued recovery in tourist arrivals from mainland China, as well as a large influx of travelers from Europe, the United States, and Australia during the Easter holidays.
Mainland China topped the list of source markets with 765,100 visitors, a 43.4% year-on-year increase, supported by expanded flight capacity. South Korea followed with 721,600 visitors, Taiwan with 537,600, and the United States with 327,500—up 43.1% from the previous year. The timing of Easter, which fell in mid-April this year versus late March in 2023, also contributed to the growth.
The year-on-year growth rate accelerated significantly compared to March’s 13.5%, further boosted by spring cherry blossom tourism.
However, potential risks remain. Global economic uncertainty—such as tariff measures from Trump administration—could affect cross-border travel. Japanese department stores have already noted a decline in high-end purchases by inbound tourists.
From January to April, Japan received 14.45 million visitors. If this momentum continues, the country is on track to exceed 40 million annual visitors for the first time. Yet challenges remain, including the over-concentration of tourists in cities like Kyoto. To meet its goal of 60 million visitors by 2030, Japan must implement effective measures to better distribute tourist flows.
