The number of inbound visitors for the 2025 fiscal year reached a record high of 42.82 million. However, the chill in exchanges with China continues, and with increasing uncertainty in the Middle East situation, the future outlook remains difficult to predict.
The number of inbound visitors to Japan for the 2025 fiscal year has exceeded 40 million, setting a new record. Meanwhile, the impact of the cooling relations with China is becoming apparent, forcing companies targeting foreign tourists to adapt.
Joyful Tourism, which has operated tour buses for visitors from 67 countries, reports that its buses are operating at nearly 100% capacity every day. A company director stated, “We often don’t have enough buses and have to outsource vehicle dispatch to other companies.”
In recent years, a favorable exchange rate has boosted demand from visitors to Japan. Alongside visitors from Europe and America, there are also tourists from Africa and South America. To meet this demand, the company has purchased 10 new large buses and 6 medium-sized buses over the past year and is preparing to open a new office in Kyoto.
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However, Chinese tourists, who at their peak accounted for about half of the customers in some months, have virtually disappeared since the Chinese government advised against travel to Japan last November.
According to data, the number of Chinese visitors from December to March decreased by approximately 47.3% compared to the same period the previous year.
The Lunar New Year holiday, a major travel period for Chinese-speaking regions…
Japan
Japan is an island nation in East Asia with a rich cultural history spanning over a millennium, from its early imperial courts and samurai shogunates to its modern transformation after World War II. It is renowned for unique traditions like Shinto shrines, tea ceremonies, and classical arts, alongside globally influential pop culture and technological innovation.
China
China is one of the world’s oldest continuous civilizations, with a recorded history spanning over 4,000 years, marked by successive dynasties and profound cultural contributions like Confucianism, papermaking, and the Silk Road. Today, it is a vast modern nation-state officially known as the People’s Republic of China, blending ancient heritage—such as the Great Wall and the Forbidden City—with rapid economic and technological development. Its culture remains deeply influential, rooted in traditions of art, philosophy, and a rich diversity of ethnic groups and languages.
Middle East
The Middle East is a transcontinental region centered on Western Asia and Egypt, historically known as the “Cradle of Civilization” for the emergence of ancient societies like Mesopotamia and the birthplace of major world religions. Its rich history spans the rise and fall of vast empires, including the Persian, Ottoman, and Islamic Caliphates, and it remains a region of profound global cultural, economic, and geopolitical significance. Today, it comprises numerous countries with diverse cultures, languages, and traditions, united by shared historical and geographical ties.
Kyoto
Kyoto served as the imperial capital of Japan for over a thousand years, from 794 until 1868. It is renowned for its exceptionally well-preserved historical and cultural heritage, including over 1,600 Buddhist temples, 400 Shinto shrines, and iconic sites like Kinkaku-ji (the Golden Pavilion) and Fushimi Inari-taisha.
Japan
Japan is an island nation in East Asia with a rich cultural history dating back thousands of years, including ancient Shinto traditions and the classical imperial court era. Its modern identity is shaped by periods of isolation, rapid Western-inspired modernization from the late 19th century, and its unique synthesis of traditional arts with cutting-edge technology. Notable cultural sites range from historic temples in Kyoto to the iconic Mount Fuji, reflecting its deep historical layers and contemporary global influence.
China
China is one of the world’s oldest continuous civilizations, with a recorded history spanning over 4,000 years, marked by successive dynasties, profound philosophical traditions like Confucianism, and inventions such as paper and gunpowder. Today, it is a vast modern nation-state officially known as the People’s Republic of China, blending its immense historical heritage with rapid economic development and global influence. Key cultural sites, like the Great Wall and the Forbidden City, stand as enduring symbols of its imperial past and architectural achievement.
Middle East
The Middle East is a transcontinental region centered on Western Asia and parts of North Africa, historically known as the “Cradle of Civilization” for the emergence of ancient societies like Mesopotamia and Ancient Egypt. It is the birthplace of major world religions—Judaism, Christianity, and Islam—and has been a central crossroads of trade, empires, and cultural exchange for millennia. Its modern history has been profoundly shaped by the 20th-century discovery of vast oil reserves, colonial legacies, and ongoing geopolitical complexities.
Kyoto
Kyoto served as Japan’s imperial capital for over a thousand years, from 794 to 1868, making it the nation’s historical and cultural heart. It is renowned for its exceptionally well-preserved heritage, including over 1,600 Buddhist temples, 400 Shinto shrines, and iconic sites like the Golden Pavilion (Kinkaku-ji) and Fushimi Inari Shrine. This rich history and its status as a center for traditional arts, such as tea ceremony and geisha culture, led to its designation as a UNESCO World Heritage site.
