Tourism : Japan anticipates a record year

Japan welcomed over 2.69 million visitors in January 2024, heralding a record year for tourism.


Tourists are rushing back to the Land of the Rising Sun. During the first month of 2024, there were over 2.69 million visitors crossing the borders of Japan. These figures were reported by the Japan National Tourism Organization (JNTO), signaling an exceptional year for the country.


This renewed surge in traveler flows was already evident in 2023, with the number of foreign tourists reaching 2.73 million in December. This marked a record since the onset of the COVID-19 pandemic in 2019. At that time, the Chinese government had implemented an extremely strict control system, significantly reducing visitor entries for two years.


Starting from October 2022, tourist arrivals quickly rebounded when Japan once again allowed visa-free travel for 128 nationalities. Another contributing factor was the weakening yen, which made the country a more accessible destination. However, average spending per visitor is 34% higher than before the pandemic. In 2023, tourist spending even exceeded the Tokyo government’s target of 5 trillion yen (31.1 billion euros).


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The editorial team
Thanks to its extensive knowledge of these sectors, the Luxus + editorial team deciphers for its readers the main economic and technological stakes in fashion, watchmaking, jewelry, gastronomy, perfumes and cosmetics, hotels, and prestigious real estate.

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