Japan’s tourism industry is experiencing a remarkable resurgence as borders reopen.
This article explores the key trends and data shaping Japan’s 2024-25 tourism landscape, including:
- The swift recovery of visitor numbers
- The evolving demographics and preferences of travelers
- Emerging travel styles, from solo and family trips to luxury and budget options
- Visitor spending patterns and predictions for the remainder of the year
Discover how Japan’s tourism sector is adapting and thriving in this new era.According to the Japan National Tourism Organization (JNTO), the estimated number of international travelers to Japan in June 2024 was 3,135,600 (+51.2% year-on-year growth rate), exceeding 3 million for 4 months in a row.
Hidden Gems in Japan – a sneak peak at a few…
Oirase Gorge, Aomori
This picturesque gorge in the mountains of Aomori is one of Japan’s top autumn destinations. The 9km-long trail from Ishigeo to Nenokuchi at the mouth of Lake Towada is breathtaking – not that it’s a strenuous hike but because of the gorgeous scenery all along the way. The gushing Oirase Stream snakes through a blazing red and orange forest studded with moss-covered boulders, with multiple waterfalls feeding into the running water. It’s Japanese autumn at its best.
Set aside three hours for a one-way trek, and you can hop on a sightseeing ferry at the end of the trail at Nenokuchi for more autumn foliage along Lake Towada. Though you’d need some good stamina, don’t worry if you can’t do the entire nine kilometres. There are bus stops on the road running alongside the stream, where you can catch a ride to any point on the trail.
Narai, Nagano
Along the historic Nakasendo, the mountainous route which connected old Edo (present-day Tokyo) with Kyoto, is Narai, a post town in the picturesque Kiso Valley. This is one of the best places to catch a glimpse of Edo-period (1603-1868) life, as most of this then-prosperous town is so well-preserved that its wooden buildings stretch for a 1km block. Many of the heritage houses have been adapted into restaurants, minshuku (Japanese bed and breakfast) and stores while two former residences – Nakamura Residence and Kamidonya Shiryokan – are preserved as they were back in the day. Narai is incredibly photogenic in autumn, when bright foliage lights up the surrounding Kiso mountain range.