Japan Oct 2025: 7.81M International Visitors, +17.7% YoY

• Japan received 7.81M international visitors in Oct 2025, +17.7% year-on-year.
• Asia Total was the top source market at 2.93M visitors (+16.4% YoY).
• Korea and China ranked 2nd and 3rd with 867K and 716K arrivals respectively.
• China (all markets combined) contributed 716K visitors (9.2% share).
• Revenue managers should anticipate demand peaks from key source markets and adjust pricing strategies and channel mix accordingly.

Japan welcomed 7.81M international visitors in Oct 2025, +17.7% year-on-year, according to data from the Japan National Tourism Organization (JNTO). Asia Total led all source markets with 2.93M arrivals, followed by Korea at 867K and China at 716K.

Oct 2025 Source Market Breakdown

1. Asia Total: 2.93M visitors (+16.4% YoY)
2. Korea: 867K visitors (+18.5% YoY)
3. China: 716K visitors (+22.8% YoY)
4. Taiwan: 596K visitors (+24.4% YoY)
5. North America Total: 438K visitors (+19.4% YoY)
6. Europe Total: 385K visitors (+28.6% YoY)
7. U.S.A.: 336K visitors (+20.6% YoY)
8. Hong Kong: 196K visitors (-1.4% 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).