Japan Dec 2025: 3.50M International Visitors, -49.9% YoY

• Japan received 3.50M international visitors in Dec 2025, -49.9% year-on-year.
• Korea was the top source market at 974K visitors (+12.3% YoY).
• Taiwan and China ranked 2nd and 3rd with 588K and 330K arrivals respectively.
• China (all markets combined) contributed 330K visitors (9.4% share).
• Revenue managers should anticipate demand peaks from key source markets and adjust pricing strategies and channel mix accordingly.

Japan welcomed 3.50M international visitors in Dec 2025, -49.9% year-on-year, according to data from the Japan National Tourism Organization (JNTO). Korea led all source markets with 974K arrivals, followed by Taiwan at 588K and China at 330K.

Dec 2025 Source Market Breakdown

1. Korea: 974K visitors (+12.3% YoY)
2. Taiwan: 588K visitors (+19.8% YoY)
3. China: 330K visitors (-45.3% YoY)
4. Hong Kong: 291K visitors (+1.9% YoY)
5. U.S.A.: 271K visitors (+13.5% YoY)
6. Thailand: 174K visitors (+18.6% YoY)
7. Singapore: 141K visitors (+3.2% YoY)
8. Australia: 121K visitors (+7.8% YoY)

Monthly Visitor Trend

Revenue Strategy Insights

• Demand forecasting: Korea and Taiwan 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).