Although the number of Chinese travelers to Japan is declining, the country’s inbound tourism market is undergoing a notable shift. In January, visitors from 17 countries reached record highs, with Southeast Asian nations accounting for the majority.
TOKYO, JAPAN (MERXWIRE) – Although the number of Chinese travelers to Japan is trending downward, the country’s inbound tourism landscape is quietly undergoing a transformation. Visitors from Southeast Asia and other regions continue to rise, injecting new momentum into Japan’s tourism industry.
While total arrivals in January were lower than the same month last year, travelers from 17 countries reached record highs, with Southeast Asian nations accounting for the majority. The figures point to a clear shift in Japan’s visitor composition and growing diversification of its tourism base.
Countries posting record numbers include Thailand, Singapore, Indonesia, the Philippines, Vietnam, and India, along with the United States, Canada, Mexico, the United Kingdom, France, Germany, Italy, Spain, and Russia, as well as several Nordic and Middle Eastern markets. Southeast Asia has emerged as a key driver of growth.
Repeat visitation is also on the rise. According to a “Japan Brand 2025” conducted by Dentsu across 20 countries and regions, Japan ranked first as the “country people most want to revisit,” earning 52.7% of the vote. The result placed Japan more than 30 percentage points ahead of second-ranked South Korea, drawing significant attention.
For second-time and repeat visitors, travel priorities are shifting beyond sightseeing landmarks to deeper lifestyle experiences. Sampling Japanese cuisine, appreciating the country’s four distinct seasons, engaging in traditional cultural activities, and even shopping at convenience stores have become popular highlights. The trend suggests growing interest not only in Japanese culture, but also in experiencing everyday life in Japan.
To help repeat visitors enjoy authentic experiences, the Consumer Aesthetics and Cultural Tourism Society recommends exploring local neighborhoods, trying seasonal ingredients, and participating in small-scale cultural activities for a deeper glimpse of daily life.By slowing down their pace and engaging with daily routines, travelers can gain a deeper understanding of Japan’s social values, hospitality culture, and refined attention to detail in everyday life.
Overall, Japan’s inbound tourism sector is shifting away from reliance on a single major source market toward a more diversified structure. As arrivals from Southeast Asia and other regions continue to grow, the country’s tourism landscape is being steadily reshaped.
Media Contacts:
Consumer Aesthetics and Cultural Tourism Society
PR Agency:
MERXWIRE INC.
Ada Huang
pr@merxwire.com
SOURCE: Consumer Aesthetics and Cultural Tourism Society
