Tourists continue to flock to Japan

Japan’s tourism boom is showing no signs of slowing down.

The country notched up 21.5 million arrivals in the first half of 2025, a 21% jump from last year and a record high for the period, the Japan National Tourism Organization announced this week.

Tourist spending in the first six months of the year also reached new heights - 4.8 trillion yen, a roughly 23% year-over-year increase.

South Korea represented the largest source of visitors with 4.78 million travellers, a 7.7% increase from last year, China registered a major increase - a 53.5% jump to 4.71 million visitors.

In addition, Japan saw double-digit percentage increases in visitors from Taiwan and the US, although numbers from Hong Kong dipped.

Japan set a new record with 36.8 million visitors last year, and the country has set its sights on attracting 60 million tourists annually by 2030.

Japan’s top tourism source markets:
1) South Korea: 4.78 million visitors, +7.7%
2) China, 4.71 million visitors, +53.5%
3) Taiwan, 3.28 million visitors, +10.3%
4) United States, 1.7 million visitors, +26.7%
5) Hong Kong, 1.27 million visitors, -0.4%

Image; Meghan Page, Scop.io 

Forget Europe and Canada: Aussies love skiing in Japan

Australia’s love affair with holidaying in Japan’s Nagano has soared to new heights.

Figures released by the Japan Tourism Agency have Australia at number one markets among the long-haul visitors to the popular ski region also famous for its hot springs and snow monkeys.

Australia was ranked number two overall behind Japan neighbour Taiwan while nearby Hong Kong claimed third spot.

The figures were based on the number of days and nights travellers spent in Nagano.

In the first five months of 2024, this rise resulted in a staggering growth of more than 90% compared with the same period last year. 

“In all, Australians made up to 100,630 bed nights during that period,” said Helen Wong, Australian representative of the Nagano Tourism Organization.

“That’s quite an impressive jump from last year’s 52,700 and shows how treasured this region of Japan is to Australians seeking a northern winter break.”

Nagano, about 250km north-west of Tokyo, is home to some of Japan’s best ski resorts, offering a variety of experiences for all levels of skiers and snowboarders.

The best time for skiers and snowboarders to visit is typically from late December to early March with January and February the peak months for its deepest powdery snow.

Adding to Nagano’s winter appeal are several special events, including The Nozawa Onsen Fire Festival.

The Shiga Kogen ski resort hosts Snow Monkey Beer Live which combines the tasting of craft beer with live music.

In mid-February, the Iiyama City features snow sculptures along with fireworks and throughout the ski season, Hakuba Happo-One hosts several fireworks displays, lighting up the snowcapped mountains.

Beyond its ski resorts, Nagano offers a rich tapestry of cultural experiences.

It is renowned for its traditional hot springs. Other highlights include Zenko-ji Temple, Matsumoto Castle, Jigokudani Monkey Park, famous for its snow monkeys that bathe in the springs.

Details: Nagano Tourism Organization: Go Nagano (go-nagano.net)