Japan Nov 2025: 7.06M International Visitors, +10.5% YoY

• Japan received 7.06M international visitors in Nov 2025, +10.5% year-on-year.
• Asia Total was the top source market at 2.72M visitors (+6.3% YoY).
• Korea and China ranked 2nd and 3rd with 825K and 563K arrivals respectively.
• China (all markets combined) contributed 563K visitors (8.0% share).
• Revenue managers should anticipate demand peaks from key source markets and adjust pricing strategies and channel mix accordingly.

Japan welcomed 7.06M international visitors in Nov 2025, +10.5% year-on-year, according to data from the Japan National Tourism Organization (JNTO). Asia Total led all source markets with 2.72M arrivals, followed by Korea at 825K and China at 563K.

Nov 2025 Source Market Breakdown

1. Asia Total: 2.72M visitors (+6.3% YoY)
2. Korea: 825K visitors (+10.0% YoY)
3. China: 563K visitors (+3.0% YoY)
4. Taiwan: 542K visitors (+11.1% YoY)
5. North America Total: 389K visitors (+25.4% YoY)
6. U.S.A.: 303K visitors (+22.3% YoY)
7. Europe Total: 286K visitors (+37.2% YoY)
8. Hong Kong: 208K visitors (-8.6% YoY)

Monthly Visitor Trend

Revenue Strategy Insights

• Demand forecasting: Asia Total and Korea 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).