In 2025, Japan’s rapid tourism recovery has become a global focal point. According to data from the Japan Tourism Agency, the country welcomed 36.87 million international visitors throughout 2024. This growth was primarily driven by adjustments in duty-free shopping policies and a strong rebound in travel demand.
To attract more international tourists, the Japanese government optimized its duty-free shopping policy, expanding the range of eligible products from traditional electronics and cosmetics to local specialties, food products, and handicrafts. This policy adjustment greatly enhanced the shopping experience for visitors, particularly those from China, South Korea, and Southeast Asia. Statistics show that in 2024, the average spending per international tourist increased by 20% year-over-year, with shopping expenses accounting for 45% of total spending.
Additionally, various regions in Japan have been actively promoting cultural and culinary tourism. For instance, traditional kimono experiences in Kyoto and Michelin-starred food tours in Tokyo have been widely praised. Meanwhile, regional destinations such as Hokkaido and Okinawa have attracted tourists through specialized tourism programs, helping to alleviate over-reliance on metropolitan areas.
Various Regions in Japan Actively Promote Cultural and Culinary Tourism Events. (Image / Screenshot from Pexels)
Beyond tourism, Japan's booming travel industry has also stimulated growth in related sectors. The hotel, transportation, and retail industries have all benefited significantly from the surge in visitors. Analysts suggest that Japan’s economic growth will become more stable as the tourism industry recovers, contributing to more balanced regional economic development.
