Around twenty countries across the globe currently account for more than three-quarters of all international tourist arrivals. Each has its own unique appeal, its specific target audience, and varying levels of success over the last few years—though most share ambitious goals for the rest of the decade. So, how did these “flagship destinations” fare last year, and what does the future hold?
Today, we look at a country that was far from a mainstream choice for a long time, but is now attracting record-breaking crowds. Welcome (with a few caveats…) to Japan!
A record-breaking year
“Historic record” is perhaps the only way to describe Japan’s tourism performance over the past twelve months. With an official 42.7 million international visitors in 2025—a 25% increase on its best pre-pandemic figures—the country is now on the verge of breaking into the global Top 10 (currently sitting in 11th place). It’s quite the achievement.
As for why everyone is suddenly heading there, the reasons go beyond Japan’s perennial cultural and aesthetic appeal. The recent surge is largely driven by the weak Yen. The currency has hit unprecedented lows against the Pound, Euro, and Dollar, which, combined with moderate domestic inflation, has made Japan surprisingly affordable for Western travellers. However, this silver lining comes with its share of clouds.
A growing sense of unease
Massive tourist influxes inevitably lead to overcrowding at popular sites. It is no secret that hotspots like Tokyo, Mount Fuji, and the historic city of Kyoto have already been forced to introduce measures to manage visitor numbers. This has sparked broader concerns among national authorities who, unlike those in other booming destinations, aren’t necessarily looking to keep increasing visitor numbers in the coming years.
Consequently, travellers shouldn’t expect a wave of grand new projects or events. Instead, the focus has shifted toward encouraging people to get off the beaten track. On the other hand, the government is introducing more restrictive measures: stricter visa formalities, higher departure taxes, and the implementation of “two-tier pricing”—where foreigners pay more than locals—at many attractions. These moves are clearly designed to cool the enthusiasm slightly and regulate numbers by increasing the overall cost of a trip.
It is also important to remember that tourism isn’t always viewed through a positive lens by the Japanese public. There is a palpable sense of unease regarding the sudden crowds and a growing fear that the country’s unique culture and traditions are being “sold off” or diluted for purely commercial ends.
The bottom line? While Japan has become an incredibly attractive and affordable destination recently, it may not stay that way for long. When asking the question, “Is Japan becoming more wary of foreign tourists?”, the answer, unfortunately, seems to be a resounding yes.
More info : www.japan.travel
Hello! I’m Ben Fischer, a travel enthusiast who has journeyed far and wide to bring you unique and inspiring stories. Each destination is a new adventure for me, a chance to explore diverse cultures and share unforgettable experiences.
In my articles, I take you beyond mere descriptions of places. I share the encounters, special moments, and anecdotes that make each trip unique. My writing is an invitation to see the world through my eyes, blending practical tips with personal insights.
As a lifelong traveler, I approach each journey with respect and curiosity, eager to uncover the stories hidden in every corner of the globe.
