TOKYO: Japan recorded a new high in tourist arrivals in 2025 despite a sharp decline in visitors from China following diplomatic tensions between Beijing and Tokyo, officials said.
According to the transport ministry, Japan welcomed 42.7 million tourists last year, surpassing the previous record of nearly 37 million in 2024, as the weak yen continued to make the country an attractive destination for overseas travellers.
However, arrivals from China declined in December, dropping approximately 45% year-over-year to around 330,000 visitors. The drop followed a diplomatic backlash after Prime Minister Sanae Takaichi suggested in November that Japan could intervene militarily in the event of an attack on Taiwan, prompting China to urge its citizens to avoid travelling to Japan.
The impact of the warning was evident in the latest tourism figures. China had been Japan’s largest source market, accounting for nearly 7.5 million visitors in the first nine months of 2025, or about a quarter of all foreign arrivals, official data showed. Attracted by the weak yen, Chinese tourists spent the equivalent of US$3.7 billion (RM14.9 billion) in the third quarter alone.
Li Benjing, who works at a small Tokyo-based travel agency catering to Chinese tourists, said the fallout had been severe. “Our sales have dropped by 90%. The impact on our business is huge,” she said.
Despite the decline, Transport Minister Yasushi Kaneko described the overall performance as a “significant achievement”, noting that Japan had exceeded 40 million visitors for the first time.
“Although the number of Chinese tourists fell in December, we managed to attract sufficient visitors from other countries and regions to offset the decrease,” he said, adding that arrivals from Europe, the United States and Australia had risen sharply.
Kaneko also expressed hope that Chinese tourists would return once tensions ease.
The surge in overall arrivals has been supported by government initiatives promoting attractions beyond major cities, from Mount Fuji’s scenic slopes to shrines, temples and local food spots in less-visited regions.
Japan has set a target of attracting 60 million tourists annually by 2030. However, the country’s largest travel agency, JTB, forecast that visitor numbers this year could be slightly lower than in 2025 due to weaker demand from China and Hong Kong.
Nevertheless, tourism revenue is expected to increase, driven by higher accommodation prices and robust spending by foreign visitors. JTB noted that as repeat visits increase, tourists are increasingly seeking destinations outside major urban centres, shifting interest towards rural areas.
Authorities have been working to disperse tourist traffic more evenly amid growing concerns over overcrowding in popular destinations such as Kyoto. Similar to pushback seen in other global hotspots like Venice, residents in the historic city have voiced frustrations over congestion and tourist behaviour.
Kyoto, famed for its geisha culture and Buddhist temples, has seen complaints over visitors harassing geisha for photographs, along with traffic disruption and littering.
Elsewhere, measures have been introduced to manage visitor numbers, including an entry fee and a daily cap for climbers on Mount Fuji. In 2024, a temporary barrier was also installed outside a convenience store to prevent tourists from standing on the road to photograph a viral view of the iconic volcano – AFT
