Overview

• JNTO reported 31,650,500 arrivals in January–September, up 17.7% year on year and the fastest pace on record to surpass 30 million.
• September brought 3,266,800 visitors, a 13.7% rise and the first time the month has exceeded 3 million.
• Cumulative visitor spending reached about ¥6.92 trillion through September, with July–September per-person outlays averaging ¥219,428.
• Accommodation spending per visitor rose 7.9% to ¥80,972 in the quarter, while shopping fell 11.4% to ¥54,631, according to preliminary data.
• China led source markets with roughly 7.49 million arrivals year to date, followed by South Korea (~6.79 million) and Taiwan (~5.04 million), as authorities roll out measures to ease overtourism and say the full-year total could exceed the 2024 record with 40 million viewed as possible.