Japan’s government wants to welcome 60 million tourists a year to the country by 2030. If it keeps growing at this rate, it might just do it. New numbers from the Japan National Travel Organization (JNTO) shows the country setting yet another record this month.
According to JNTO, the country welcomed 3,187,000 tourists in November 2024. That’s up 30.6% from the previous year, the first full month that Japan had reopened to visa-free tourism following the public health crisis. But it’s also up 30.5% from the same month in 2019, months before Japan shut its doors.
The new numbers make for a total of 33,379,000 tourists this year. It puts Japan on track to finish out the year at close to 37 million tourists. That’s only about 23 million shy of the government’s goal of 60 million by 2030.
In terms of who’s coming, the numbers by origin country remain about the same. The majority of travelers are from South Korea (749,500), China (546,300), Taiwan (488,400), the US (247,500), and Hong Kong (227,000).
Overtourism concerns remain
Despite lingering tension between the two countries, China saw the most growth, seeing a 111.5% increase in visitors relative to last year. Growth from the West also accelerated, though, with 34% more visitors from the US and 34.8% more from Australia. Visitors from South Korea, Hong Kong, Indonesia, Vietnam, and France set all-time records.
JNTO attributes the record number to spikes in visitors from the countries, combined with a desire to see Japan’s spectacular fall foilage.
The numbers are good news for businesses that rely on tourists. (Which, full disclosure, includes Unseen Japan’s tours service.) However, overtourism continues to be a hot topic on social media, as Japanese residents complain about the impact that tourism is having on their lives – from crowded buses to trespassers to people standing in streets.
A new report from ANN News a few days ago focused on the impact that tourism is having on residents who live around Mt. Fuji. People in Fujiyoshida, particularly those near famous spots like the famous pagoda at Arakurayama Sengen Park, say that overcrowding, traffic accidents, and trespassing are becoming commonplace.
As Japan prepares to welcome 60 million visitors, the central and local governments are also stepping up plans to address overtourism issues. Some solutions include improvements to Japan’s public transit systems, dedicated transit for tourists, and more options in areas like baggage handling services. Other areas, like Kyoto, are focusing on strategies such as enticing tourists to less-crowded areas and away from the typical hotspots.
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