JTB Predicts Record High Inbound Tourism; Rise in Domestic and International Travellers by 2025

JTB has announced its travel trend forecast for 2025.

The total number of Japanese travelers is expected to be 319.1 million (102.9% compared to the previous year), showing a continuing increase in both domestic and international travels, with the number of inbound tourists to Japan predicted to reach a record high of 40.2 million (108.9%).

Domestic travel is forecasted at 300.05 million (102.7%), and international travel at 14.1 million (108.5%). The cost per person is expected to be 47,800 yen (101.1%) for domestic travel and 334,100 yen (106.2%) for international travel.

Improvements in employment and salaries, along with a gradual improvement in living conditions, are expected to boost domestic travel. However, due to rising prices, the cost per traveler is expected to continue to climb. Popular destinations include natural attractions and tourist facilities, with high popularity in regions such as Chubu, Kyushu, and Kanto, particularly among young people and women.

International travel is expected to surge if currency exchange rates stabilize, with growth anticipated not just in short distance travels but also to long distance destinations like Europe and Oceania. Travel intent has significantly increased, especially among the younger generation, with South Korea, Taiwan, Hawaii, and Europe being popular destinations.

In terms of inbound tourism, an increase is expected, particularly from neighboring markets, with China having potential for recovery due to visa relaxation measures. While the increase in inbound tourists is welcomed for its potential to energize the entire Japanese economy, concerns include manners at tourist sites, damage to tourism resources, and impacts on the lives of residents.

There are nine extended weekends this year, two fewer than in 2024. Obon and the year-end/New Year holidays will have up to nine consecutive holidays. Events such as the Osaka-Kansai Expo and the Setouchi Triennale 2025 are also scheduled, and Okinawa will see the opening of the theme park “JUNGLIA”.

In 2024, the number of domestic travelers stagnated due to the end of tourism support measures and rising costs. The recovery in international travel has been delayed due to factors such as a weak yen and political instability. However, the number of foreign visitors to Japan has increased, with South Korea, China, and Taiwan being the top three sources of tourists until November. The number of Chinese tourists to Japan remains at 71.8% compared to the same period in 2019.

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