Japan Sets Another Visitor Record as Its Tourism Surge Continues

Key Points

• Japan set a new visitor record with 21.5 million tourists in the first half of 2025, a 21% increase from last year.
• Tourist spending reached $32.2 billion, up 23% year-over-year, with South Korea, China, Taiwan, and the U.S. as top source markets.
• Japan is introducing new policies, including mandatory private health insurance for tourists, to address challenges posed by the tourism surge.

Summary

Japan's tourism industry continues to break records, with 21.5 million visitors in the first six months of 2025—a 21% rise from the previous year—and tourist spending climbing to $32.2 billion. The largest influxes came from South Korea and China, with significant increases from Taiwan and the U.S.; however, visitors from Hong Kong dropped due to earthquake rumors. As Japan aims for 60 million annual tourists by 2030, the government is responding to concerns about over-tourism by launching new administrative bodies and planning policy changes such as mandatory health insurance for all visitors.