Japan's Tourism Rebounds to 78% of Pre-Pandemic Levels

Tokyo, August 18, 2023: Japan’s tourism sector is witnessing a remarkable resurgence as the nation continues its journey toward recovery from the pandemic-induced setbacks. For the second consecutive month in July, the number of foreign visitors to Japan exceeded 2 million, according to data released by Japan’s National Tourism Organization. The robust growth has propelled Japan’s tourism industry to an impressive 78% recovery of pre-pandemic levels.

Official figures reveal that in July 2023, Japan welcomed 2.3 million international tourists, marking a significant stride forward from the 2.99 million visitors in July 2019, before the pandemic gripped the world. Moreover, the outlays by these visitors during the same period exhibited resilience, rebounding to 95.1% of the corresponding period in 2019.

China’s recent decision to lift the ban on tour groups traveling to Japan has added a favorable wind to Japan’s tourism sails. The reinstatement of inbound spending is anticipated to provide continued support to the economy in the forthcoming months. Impressively, the number of visitors from the United States and Australia has already exceeded the levels seen in 2019. However, Chinese tourist numbers, while showing progress, remain down 70% compared to four years ago.

The Daiwa Institute of Research predicts that Chinese tour groups will contribute approximately 200 billion yen, boosting inbound spending to around 4.1 trillion yen ($28.2 billion) in 2023. Prime Minister Fumio Kishida has set an ambitious target for inbound spending, aiming to achieve an annual sum of 5 trillion yen in the near future.

Renowned for its natural beauty, picturesque villages, world-famous cuisine, and rich cultural heritage, Japan offers an array of attractions that captivate travelers. The country boasts a diverse range of experiences, from palaces and temples to mountains and beaches. One of its distinctive offerings, the Hoshitoge Rice Terraces in Tokamachi, has become a must-visit destination.

Notably, Japan’s introduction of “Capsule Hotels” for budget-friendly accommodations has left a lasting mark on the global hospitality industry. As a nation that prides itself on safety and hospitality, Japan stands out as one of the safest and most welcoming destinations in both Asia and the world. The warmth and politeness of the Japanese people, coupled with their efforts to make foreign tourists feel at home despite language barriers, contribute to the country’s enduring appeal.