Skift Take
The tourism sun is shining bright over Japan as visitor numbers and revenues reach an all-time high in 2024. The challenge: sustaining the growth through 2025.
Foreign visitor spending in Japan in the first nine months of this year surpassed 2023’s full-year record of JPY 5.3 trillion ($35 billion).
International tourists spent JPY 5.8 trillion yen ($39 billion) between January and September 2024, according to data from the Japan Tourism Agency.
The number of foreign tourist arrivals fell just short of 27 million as of September 30, as per preliminary figures from Japan National Tourism Organization (JNTO). In September alone, the number of foreign tourists almost touched 3 million. The 3.29 million arrivals in July this year was an all-time high for any month.
The World Travel and Tourism Council (WTTC) had earlier forecast that international visitor spending is expected to set new records this year to reach JPY 6.3 trillion ($42 billion). By 2034, the sector is expected to contribute nearly JPY 48.64