Tourism Trends in Japan — What’s Hot in 2025

Japan is in the midst of a record-setting tourism boom. After a strong rebound in 2024 with 36.9 million international arrivals, 2025 is on pace to break even more records. Over 22 million foreign tourists visited Japan in the first half of the year, with 18.14 million arriving between January and May alone, according to the Japan National Tourism Organization (JNTO) and JTB総合研究所. May 2025 alone brought in 3.69 million visitors, a 21.5% increase year-over-year.

Crowded Tokyo streets, Hirajuku, Japan

Expo 2025 Osaka: A Global Magnet

Running from April 13 to October 13, 2025, Expo 2025 is expected to draw up to 28 million visitors to Yumeshima Island in Osaka. With the theme “Designing Future Society for Our Lives,” the event features more than 150 participating countries and international organisations. It’s a major tourism driver, especially for travelers from Asia and Europe, and is heavily promoted in government tourism campaigns.

Cruise Tourism Revival

The cruise industry in Japan is back in full swing. In 2025, international cruise arrivals are expected to exceed 2.5 million passengers with more than 2,000 ship calls. Operators like NYK Cruises and Mitsui Ocean Cruises are investing heavily in services aimed at international markets, particularly from North America, where demand for Japan as a cruise destination continues to surge.

Overtourism & Crowd Management

With this record-breaking influx, Japan faces growing pressure on its most popular destinations. Cities like Tokyo, Kyoto, and Osaka, as well as iconic sites like Mount Fuji, are battling overtourism. Measures being rolled out include:

• Daily visitor caps on Mount Fuji

• New entrance fees at select sites

• Consideration of a “two-tier” pricing system where foreign visitors may pay higher fees than locals

These efforts aim to protect cultural sites and improve the travel experience for both locals and tourists.

Rise of Rural & “Under-tourism” Destinations

To alleviate pressure on major cities, Japan is actively promoting travel to lesser-known regions. Prefectures like Aomori, Yamaguchi, Nagoya, Toyama, and Nagasaki are now positioned as key alternative destinations. Places like Niigata, Yamanaka Onsen, and southern Kyushu have seen a noticeable rise in interest thanks to local government marketing campaigns and slow-travel initiatives that promote longer stays and deeper cultural connections.

Sustainability & Luxury Travel on the Rise

Luxury tourism is flourishing in Japan. High-spending travelers are taking advantage of favorable exchange rates and the growing availability of premium experiences — from exclusive ryokan stays to private cultural tours. At the same time, sustainability is more important than ever. Visitors and operators are being encouraged to travel respectfully, learn about local customs, and participate in community-based experiences that give back to host regions.

2025 is a landmark year for Japan’s tourism industry. With Expo 2025 acting as a global beacon and over 40 million visitors expected by year-end, Japan is balancing rapid growth with new strategies to ensure long-term sustainability. From booming cruise arrivals to off-the-beaten-path escapes and a renewed focus on luxury and etiquette, the tourism trends in Japan this year show a country reimagining how it welcomes the world.