According to the Japan National Tourism Organisation (JNTO), foreign visitor arrivals increased by 10.4% in November compared to the same month the previous year. This showed the country's tourism industry's ongoing strong growth.
A total of 3.52 million international travellers visited Japan during the month, pushing the 2025 year-to-date total above 39 million visitors, already surpassing the previous annual record set in 2024.
The increase came even as China issued a travel warning urging its citizens not to visit Japan following diplomatic tensions over remarks by Japanese Prime Minister Sanae Takaichi on Taiwan. Despite the advisory, overall tourism numbers remained strong, reflecting diverse demand from many international markets.
Visitor numbers from mainland China grew by only about 3% in November, significantly slower than earlier in the year — far below the previously seen double-digit increases — reflecting the impact of the travel warning. However, Chinese visitors still accounted for a substantial part of inbound tourism in 2025.
Tourism officials said the growth shows that Japan remains a popular destination for both leisure and business travellers. They added that a weaker yen and strong global travel demand have helped support visitor numbers.
The country’s tourism industry has shown resilience despite geopolitical pressures, with total visitor figures for 2025 now on track to break previous annual records.
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