Japan experienced a historic surge in international tourism in 2024, as the country’s favorable exchange rate and cultural appeal drew unprecedented numbers of visitors. According to official estimates released by the Japan National Tourism Organization, more than 36.8 million people arrived in the country last year for both business and leisure, marking the highest number of tourist arrivals ever recorded. This figure not only eclipses the previous all-time high of nearly 32 million visitors in 2019 but also reflects a significant increase from the 25.07 million visitors who came in 2023.
A primary factor behind this boom has been the depreciation of the Japanese yen, which traded at one point in 2024 at a four-decade low against the US dollar. This currency trend made travel to Japan significantly more affordable for foreign tourists, who took advantage of the increased purchasing power to explore the country’s diverse attractions, from bustling urban centers like Tokyo and Osaka to historic sites such as Kyoto and Nara. As a result, spending by foreign tourists reached an impressive 8.14 trillion yen, equivalent to about $51.78 billion, representing a 53 percent jump compared to the previous year.
While the influx of tourists has provided a much-needed economic boost following years of sluggish growth and the impacts of the COVID-19 pandemic, it has also triggered concerns among Japanese residents and local governments about the strain on public infrastructure and the social impact of over-tourism. In Kyoto, a city renowned for its temples, shrines, and traditional culture, officials announced plans to increase the hotel lodging tax to as much as 10,000 yen per night, or about $63. Kyoto Mayor Koji Matsui stated that the additional revenue would be directed toward upgrading essential infrastructure, including roads and bridges, ensuring that residents experience tangible benefits from the tourism boom.
The pushback is not isolated to Kyoto. In 2023, the city took the step of banning tourists from certain alleyways in the Gion district, a historic area famous for geishas, due to reports of tourists harassing local performers and disrupting daily life. Other municipalities have also floated various measures to manage tourism’s impact. For instance, the mayor of Himeji, Hideyasu Kiyomoto, attracted attention when he suggested a potential policy of charging international visitors significantly more than locals to access Himeji Castle, a UNESCO World Heritage site.
Despite the current wave of visitors, Japan still lags behind European tourism giants such as France, Italy, and Spain in terms of tourists per capita. Nevertheless, Japanese authorities have ambitious plans to further expand the industry. Under a national tourism strategy, the government aims to attract 60 million international visitors annually by the year 2030. As Japan continues to balance economic gains with quality of life for its citizens, the challenge lies in sustaining this growth while ensuring that both visitors and locals can enjoy what the country has to offer.
