Japan's tourism boom shows no signs of slowing as the weak yen makes the country increasingly affordable for international visitors. Airlines are adding routes to meet demand.
Japan welcomed a record-breaking 3.5 million international visitors in October 2025, marking the highest monthly total in the country's history. The surge comes as the Japanese yen continues to trade at historically low levels against major currencies, making the island nation an increasingly attractive destination for budget-conscious travelers.
The Yen Effect on Tourism
The Japanese yen has depreciated nearly 30% against the US dollar over the past two years, effectively giving international visitors a significant discount on everything from accommodation to dining. A meal that cost $50 equivalent in 2023 now costs closer to $35, making Japan's famously expensive cities like Tokyo and Kyoto suddenly accessible to a broader range of travelers.
Airlines Respond to Demand
Major airlines are scrambling to add capacity on routes to Japan. United Airlines announced three new daily flights from US hubs, while European carriers Lufthansa and British Airways have increased frequencies on their Tokyo routes. Low-cost carriers are also entering the market, with several budget airlines launching new services from Southeast Asian cities.
Popular Destinations Beyond Tokyo
While Tokyo remains the primary gateway, secondary cities are seeing explosive growth. Osaka recorded a 45% increase in international visitors, while Fukuoka and Sapporo have emerged as popular alternatives for travelers seeking to avoid crowds. The Japanese government's efforts to promote regional tourism through the 'Japan Beyond Tokyo' campaign appear to be paying dividends.
Infrastructure Challenges
The tourism boom has not been without challenges. Popular sites like Kyoto's Fushimi Inari Shrine and Tokyo's Shibuya Crossing have implemented crowd control measures. Some traditional ryokans and restaurants have begun limiting reservations from international visitors to preserve the experience for all guests.
Economic Impact
Tourism spending in Japan reached ¥5.3 trillion ($35 billion) in the first three quarters of 2025, already surpassing the full-year record set in 2024. The Japan Tourism Agency projects total spending could reach ¥7 trillion by year end, providing a significant boost to the Japanese economy amid ongoing domestic consumption challenges.
What This Means for Travelers
For those planning a Japan trip, experts recommend:
- Book early: Popular hotels and experiences are selling out months in advance
- Consider shoulder seasons: April (cherry blossom) and November (autumn colors) are peak periods
- Explore beyond major cities: Regional destinations offer authentic experiences with fewer crowds
- Learn basic Japanese: While tourism infrastructure has improved, knowing key phrases enhances the experience
- Carry cash: Despite modernization efforts, Japan remains largely a cash-based society
Looking Ahead
Analysts expect the tourism boom to continue through 2026, though the pace of growth may moderate as the yen stabilizes. The Japanese government has set an ambitious target of 60 million annual visitors by 2030, and current trends suggest this goal is within reach.
