Sunday, January 19, 2025 Japan set a new record in tourism with over 36.8 million international arrivals in 2024, surpassing its pre-pandemic high of 32 million in 2019, according to the Japan National Tourism Organization (JNTO). The growth is attributed to government initiatives promoting diverse attractions, from Mount Fuji to regional shrines, and the appeal of a weak yen making travel to Japan more affordable.
The Ministry of Land, Infrastructure, Transport and Tourism highlighted that Japan’s recognition as the “world’s most favorite travel destination” by Condé Nast Traveler in 2024 boosted its status as a “bucket list” destination. The government aims to double tourist numbers to 60 million annually by 2030 while addressing challenges like overcrowding in hotspots such as Kyoto. Kyoto, a city renowned for its geisha culture and historic temples, has faced issues with tourist behavior and infrastructure strain.
To support sustainable tourism, Kyoto’s local government announced an increase in lodging taxes to enhance citizen and visitor satisfaction. The Ministry also emphasized plans to distribute tourists more evenly across the country, mitigating congestion during peak cherry blossom and autumn foliage seasons. These measures align with Japan’s commitment to sustainable tourism while maintaining its global appeal.
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