Tokyo – July 30, 2025 — Tourism has officially become Japan’s second-largest export sector, trailing only the country’s world-renowned automobile industry. The surge highlights the growing significance of international travel and cultural exchange in Japan’s economic strategy and global image.
According to recent data from the Japan Tourism Agency and Ministry of Finance, inbound tourism revenues now outpace those from traditional sectors such as electronics and machinery, contributing tens of billions of dollars annually to the national economy.
This rise is driven by a record influx of international visitors following the easing of pandemic-related travel restrictions. In 2024 alone, over 33 million tourists visited Japan — a number expected to grow in 2025. The country’s appeal spans ancient temples, high-tech cities, seasonal festivals, world-class cuisine, and rich cultural heritage.
“Tourism has become a key pillar of Japan’s soft power and economic revitalization,” said Keiko Tanaka, a senior analyst at the Japan Institute for Economic Policy. “It brings in foreign currency, supports rural communities, and enhances global cultural ties.”
Beyond economic value, tourism creates over 5 million jobs across transportation, hospitality, retail, and local services. It also supports infrastructure development in both urban hubs and rural prefectures seeking revitalization through sustainable travel.
Key source markets include China, South Korea, the United States, Taiwan, and Southeast Asia, with increasing interest from Europe and Oceania. Japan’s government has been actively promoting off-season travel, regional tourism, and eco-tourism to manage crowding and spread benefits more equitably.
As part of its long-term strategy, Japan aims to transform itself from a “once-in-a-lifetime” destination into a repeat-visit tourism powerhouse, blending tradition and innovation to stay globally competitive.
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