Japan’s tourism industry is set for continued growth in 2025, with a steady increase in domestic travel and a gradual recovery of outbound travel. While domestic tourism remains strong, Japanese travellers are slowly returning to international destinations, presenting opportunities for UK-based tourism businesses.
This article provides a detailed analysis of Japan’s travel trends, based on the latest projections from JTB, Japan’s leading tourism research institute.
Key figures 2025 for Japanese tourism
Total number of trips (domestic + international): 319.1 million (+2.9% vs 2024)
Domestic trips: 305 million (+2.7% vs 2024)
International trips: 14.1 million (+8.5% vs 2024)
Total Japanese travel expenditure: ¥19.3 trillion (+6.4% vs 2024)
Inbound tourists to Japan: 40.2 million (+8.9% vs 2024)
Despite economic challenges, these figures highlight a resilient domestic market and an improving outlook for international travel.
Domestic travel: A core market for Japan
Japanese domestic travel remains a major driver of tourism activity, with 305 million trips expected in 2025.
Average domestic travel spend per person: ¥47,800 (approx. £250) (+1.1% vs 2024)
Total domestic travel expenditure: ¥14.59 trillion (+3.8% vs 2024)
Key factors driving domestic travel
Rising wages and job stability boosting consumer confidence
High travel costs and inflation encouraging local travel over international trips
Growing demand for immersive travel, including longer rural stays and nature-based experiences
Strategic public holidays, with multiple 3- and 4-day holiday periods in 2025
Top domestic travel destinations in Japan in 2025
Hokkaido – Nature, winter sports, and seasonal festivals
Kyushu – Hot springs, regional cuisine, and historical sites
Chugoku & Shikoku – Off-the-beaten-path cultural experiences
Okinawa Islands – Beach holidays and diving resorts
Kansai (Kyoto, Osaka, Nara) – Culinary and cultural tourism
Wellness retreats, slow travel, and experiential tourism are growing trends in Japan, with many travellers opting for ryokan stays with onsen experiences.
International travel: A slow but steady comeback
After years of decline due to COVID-19 and economic instability, Japanese outbound travel is gradually recovering, with 14.1 million planned international trips in 2025 (+8.5% vs 2024) :
Average spend per outbound traveller: ¥334,100 (approx. £1,750) (+6.2% vs 2024)
Total international travel expenditure: ¥4.71 trillion (+15.2% vs 2024)
Top international destinations for Japanese travellers in 2025
South Korea (30.4%) – Close proximity and strong cultural appeal
Taiwan (26.4%) – A favourite for food tourism
Hawaii (24.2%) – A traditional destination for Japanese tourists
Europe (18.4%) – High-end travel and cultural exploration
Southeast Asia (Thailand, Vietnam, Indonesia) – Affordable holidays and beach resorts
Challenges limiting outbound travel
High international travel costs – 33.6% of Japanese cite expensive flights and hotels as a barrier
Weak yen exchange rate – Travel to long-haul destinations remains costly
Stronger preference for domestic travel – 26.4% of Japanese travellers prioritise exploring Japan over going abroad
Positive signs for UK tourism
21.1% of Japanese travellers plan an international trip in 2025, compared to just 8.7% in 2024
Growing interest in longer stays in Europe, particularly in France and the UK
Key travel trends for Japanese travellers in 2025
Active and experiential travel: Japanese tourists are seeking more interactive experiences, such as cycling, hiking, and wellness retreats.
Wellness and slow travel: There is a rising interest in onsen (hot springs), nature retreats, and holistic wellness experiences, reflecting a broader global wellness tourism trend.
Multi-generational travel: More Japanese families are travelling together, opting for extended cultural experiences and premium stays.
Night tourism: Japanese travellers increasingly prefer after-dark cultural experiences, including night markets, illuminated landmarks, and exclusive evening tours.
Luxury cruises and scenic train travel: Cruises and high-end train journeys are gaining popularity, appealing to travellers seeking comfort and exclusive experiences.
Opportunities for UK tourism businesses
The UK has a strong appeal for Japanese travellers, particularly those seeking high-end experiences and extended cultural trips.
How UK tourism businesses can attract Japanese visitors
Offer immersive experiences – Promote cooking classes, wine tastings, and artisan workshops
Adapt to long-stay travellers – Provide extended stay packages and cultural immersion programs
Promote wellness tourism – Highlight spa resorts, countryside retreats, and heritage hotels
Develop night-time attractions – Organise exclusive evening tours, museum nights, and seasonal light displays
GO TO JAPAN supports travel businesses in understanding and catering to the evolving Japanese market.
Want to learn more about the Japanese travel market? Get in touch!
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