Japan Sep 2025: 6.56M International Visitors, +13.9% YoY

• Japan received 6.56M international visitors in Sep 2025, +13.9% year-on-year.
• Asia Total was the top source market at 2.50M visitors (+10.2% YoY).
• China and Korea ranked 2nd and 3rd with 776K and 671K arrivals respectively.
• China (all markets combined) contributed 776K visitors (11.8% share).
• Revenue managers should anticipate demand peaks from key source markets and adjust pricing strategies and channel mix accordingly.

Japan welcomed 6.56M international visitors in Sep 2025, +13.9% year-on-year, according to data from the Japan National Tourism Organization (JNTO). Asia Total led all source markets with 2.50M arrivals, followed by China at 776K and Korea at 671K.

Sep 2025 Source Market Breakdown

1. Asia Total: 2.50M visitors (+10.2% YoY)
2. China: 776K visitors (+18.9% YoY)
3. Korea: 671K visitors (+2.1% YoY)
4. Taiwan: 527K visitors (+12.0% YoY)
5. Europe Total: 320K visitors (+42.4% YoY)
6. North America Total: 304K visitors (+17.4% YoY)
7. U.S.A.: 225K visitors (+17.1% YoY)
8. Hong Kong: 149K visitors (-12.2% YoY)

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).