Tourists to Japan hit record 36.8 million in 2024

Record numbers of tourists flocked to Japan in 2024, figures showed on Jan 15, as the weak yen bolstered the appeal of the "bucket list" destination despite overcrowding complaints in hotspots such as Kyoto.

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The country logged more than 36.8 million tourist arrivals in 2024, topping 2019's record of nearly 32 million, according to estimates from the Japan National Tourism Organisation.

It marks a return to a boom that began over a decade ago before being interrupted by the Covid-19 pandemic, with numbers up more than fourfold from 2012.

That is partly thanks to government policies to promote attractions from Mount Fuji's majestic slopes to shrines and sushi bars in more far-flung parts of the archipelago.

Another factor is the cheap yen, which has plunged against other currencies over the past three years, making everything from a bowl of ramen to a handmade Japanese kitchen knife more affordable.

Japan has long been a "bucket list" destination for many people, said Ms Naomi Mano, president of hospitality and events company Luxurique.

But it is "prime time because, at the moment, it's like Japan is on a 30 per cent off sale", she said.

The government has set an ambitious target of almost doubling tourist numbers to 60 million annually by 2030.