Japan breaks inbound tourism record again in 2025

Japan set multiple tourism records in 2025, according to newly released statistics cited by the Japan National Tourism Organization (JNTO).

The organization said Canadian arrivals topped 688,000 in 2025, up 18 per cent from 579,445 in 2024. 

Globally, Japan welcomed approximately 42.7 million inbound travellers, a 16 per cent increase year over year — the country’s second consecutive all-time high.

“We are deeply appreciative that so many travellers chose Japan last year,” said Yuka Suzuki, executive director of the JNTO Toronto office. 

“Canadian travellers have long connected with Japan’s rich cultural experiences and we were thrilled to see such strong enthusiasm from this market. We will continue to shine a spotlight on the country’s many rural treasures in the year to come.”

JNTO also said visitor spending hit a new benchmark, exceeding $84 billion CAD, positioning inbound tourism as Japan’s second-largest export industry, behind automobiles.

The organization linked the gains to Japan’s national tourism strategy introduced in March 2023, built around three pillars: sustainable tourism, enhanced accessibility, and greater regional dispersal. 

JNTO said it has worked with partner agencies to help surpass government targets for travel spending and overnight stays, and noted Japan’s longer-term goal of welcoming 60 million inbound visitors by 2030.

Alongside rising demand, JNTO pointed to expanding air links with Canada. 

In December 2026, Air Canada will launch its first-ever nonstop service to Sapporo, Hokkaido, offering direct access to winter sports and seasonal festivals, as well as local food and beer associated with the city. 

The thrice-weekly seasonal service will operate from Vancouver (YVR) through March 2027.

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