Japan Aug 2025: 6.87M International Visitors

• Japan received 6.87M international visitors in Aug 2025.
• Asia Total was the top source market at 2.83M visitors.
• China and Korea ranked 2nd and 3rd with 1.02M and 661K arrivals respectively.
• China (all markets combined) contributed 1.02M visitors (14.8% share).
• Revenue managers should anticipate demand peaks from key source markets and adjust pricing strategies and channel mix accordingly.

Japan welcomed 6.87M international visitors in Aug 2025, according to data from the Japan National Tourism Organization (JNTO). Asia Total led all source markets with 2.83M arrivals, followed by China at 1.02M and Korea at 661K.

Aug 2025 Source Market Breakdown

1. Asia Total: 2.83M visitors
2. China: 1.02M visitors
3. Korea: 661K visitors
4. Taiwan: 621K visitors
5. Europe Total: 266K visitors
6. North America Total: 262K visitors
7. Hong Kong: 226K visitors
8. U.S.A.: 195K visitors

Monthly Visitor Trend

Revenue Strategy Insights

• Demand forecasting: Asia Total and China visitors show distinct booking-window patterns — Korean and Taiwanese travellers book 2–4 weeks ahead, while Western long-haul guests book 8–12 weeks out
• Rate strategy by segment: Southeast Asian FIT travellers are highly price-sensitive during shoulder periods; Chinese group travellers respond to package deals; Western guests drive premium room-type upsell
• Channel mix: Korean, Taiwanese, and Chinese guests book heavily via regional OTAs (Klook, Trip.com, Ctrip) while Australian, American, and European guests prefer global GDS and direct channels

Data sourced from the Japan National Tourism Organization (JNTO).