Agência of Turismo of
Chinese tourists maintained absolute leadership in spending, accounting for more than 2 trillion yen. Esse volume represented around 21% of the annual total even with a significant reduction in the last quarter.
The total number of foreign visitors reached 42.7 million, surpassing the previous record by more than 5.8 million people. Outros countries such as Coreia, Sul, Taiwan and Estados Unidos contributed to offsetting the Chinese retreat in the final months.
Overall Japanese tourism figures in 2025
The year 2025 consolidated Japão as one of the most sought after destinations in the world after the pandemic. The flow of visitors grew steadily over the months, driven by the devaluation of the yen and the resumption of international flights.
The average expenditure per person was around 234 thousand yen, a value higher than that recorded in previous years. Esse increase reflects greater stay and consumption in categories such as accommodation, food and shopping.
- Main expense categories:
- Purchases: 35% of the total;
- Accommodation: 30%;
- Food: 20%;
- Internal transport: 10%.
These percentages demonstrate a change in the tourist profile, which prioritizes complete experiences.
Chinese leadership in annual spending
Visitors to China accounted for 2.0026 trillion yen in consumption throughout 2025. Esse value placed the country at the top for the third consecutive year, even with restrictions in the final period.
The average individual spending of Chinese people exceeded the general average, reaching around 300 thousand yen per person in the first nine months. Regiões as well as Tóquio, Osaka and Quioto accounted for most of these expenses.
The preference for luxury and electronic products maintained the historical pattern of high consumption. Grandes retail chains recorded a significant increase in sales to this public until September.
Impact of diplomatic tensions in the fourth quarter
Relations between China and Japão faced tension from November 2025, directly affecting the tourist flow. The Chinese government issued a travel warning, which drastically reduced visits in the last quarter.
In December, the number of Chinese tourists fell by 45% compared to the same month in 2024, reaching around 330 thousand people. Outubro and November also showed an accumulated decline of more than 20% in relation to expectations.
This reduction occurred mainly in leisure travel and end-of-year shopping. Apesar In addition, the volume accumulated in previous months guaranteed annual leadership in spending.
Contribution of other markets to the record
Countries from Ásia-Pacific and América from Norte compensated for part of the Chinese absence at the end of the year. Coreia of Sul sent more than 8 million visitors, followed by Taiwan with about 5 million.
The Estados Unidos registered significant growth, exceeding 3 million arrivals. Turistas Europeans also increased, attracted by cultural events and ski resorts.
- Main origins besides China:
- Korea Sul: 25% increase in spending;
- Taiwan: focus on family tourism;
- States Unidos: longer stays.
This diversification helped maintain the pace of economic growth generated by the sector.
Perspectives for Japanese tourist consumption
The Japanese tourism sector closed 2025 with positive indicators in volume and revenue. Total spending exceeded initial projections despite geopolitical challenges in the last quarter.
Sector authorities highlight the importance of alternative markets to reduce dependence on a single source. Investimentos in digital promotion and infrastructure continue to expand in the coming years.
The devalued yen remains an attractive factor for international visitors. Less traditional Regiões, such as Hokkaido and Kyushu, gained participation in the tourist flow.
Regional concentration data
Tokyo received most of the spending, accounting for around 40% of the national total. Osaka and Quioto appeared next, benefiting from cultural and gastronomic attractions.
Rural areas recorded a 30% increase in consumption compared to 2024. Programas of sustainable tourism attracted visitors interested in local experiences.
This more balanced distribution contributes to economic development in several provinces. Prefeituras invest in transportation and accommodation to capture a greater share of the market.
