In 2024, the expenditure of visitors to Japan reached USD 52.29 billion, with the number of tourists hitting 36.86 million, both setting new records. When analyzed by country and region, tourists from mainland China emerged as the top spenders, with a total expenditure of USD 11.14 billion.
The total number of visitors to Japan increased by 47% compared to the previous year. By country and region, mainland China saw a 2.9-fold increase, while the United States grew by 33%.
The weakened yen played a significant role in supporting tourist spending, which has now reached levels comparable to the size of Japan's domestic apparel market.
In terms of estimated per capita spending, the overall figure for visitors to Japan in 2024 was USD 1,459. Among countries and regions, the United Kingdom ranked highest at USD 2,463, followed by Australia and Spain.
Chinese tourists spent an average of USD 1786 (approx. RMB 13,000), with notable spending on shopping, amounting to USD 765 (approx. RMB 5,600). Although Chinese tourists spent less on accommodation and entertainment services than their Western counterparts, their shopping expenditures stood out prominently.
The Japanese government aims to attract 60 million visitors by 2030, with a consumption goal of USD 96.36 billion. According to JTB estimates, the number of visitors to Japan will exceed 40 million for the first time in 2025.
