in the know
J apan has never been more popular, with an all-time monthly high of 3.9 million foreign visitors arriving in April 2025, according to the Japan National Tourism Organization( JNTO). Tourist Japan, one of the country’ s top tour operators, estimates that some 40 million international visitors will enter the country by the end of 2025. According to Tourist Japan’ s analysis, Chinese travelers represent the largest market to date in 2025, followed by South Korea. Record-setting numbers of visitors also arrived from the U. S., Canada, Taiwan and Singapore. The number of Muslim travelers from Southeast Asia and the Middle East has also risen, increasing the demand for halal dining and other culturally inclusive services. According to the Japanese government, foreign visitors spent more than $ 32.2 billion in the first quarter of 2025, a 23 % increase compared to the same period in 2024.
Tourist Japan cites several factors accounting for the boom, including a
Shibuya Scramble Crossing by night,
Tokyo, Japan
JAPAN EMBRACES BOOMING TOURISM
The Land of the Rising Sun experiences record-high visitor numbers in 2025 and takes measures to ensure sustainability
consumer preference for more immersive, experiential travel such as temple stays, tea ceremonies and wellness retreats. EXPO 2025 in Osaka, which ran from April to October, brought in five million visitors, according to JNTO. The expo featured 158 country pavilions with culture and technology exhibits. The Setouchi Triennale, a 100-day contemporary art festival held every three years on the islands of the Seto Inland Sea, was also a big draw. The festival ran through November and attracted around one million visitors from Japan and abroad.
Japan has taken various steps to manage the increase in tourists. Authorities have implemented new regulations and increased fees to climb Mount Fuji to ensure travelers’ safety and protect the mountain’ s fragile ecosystem. JNTO is encouraging international visitors to explore lesserknown regions outside the country’ s major cities in order to support local businesses and preserve the country’ s cultural and natural attractions.
New sailings for Smithsonian Journeys & AmaWaterways Tour operator Smithsonian Journeys and river cruise line AmaWaterways will offer two new sailings in 2027. Grand Waterways of France, a 15- day voyage, highlights Normandy, Burgundy and Provence. The 16-day Along the Mekong itinerary features Vietnam and Cambodia, with visits to Ho Chi Minh City, Phnom Penh and Angkor Wat. Cruises include onboard lectures by Smithsonian Journeys experts.
NCL’ s new private island in the Caribbean Norwegian Cruise Lines will add a six-acre waterpark to its private island, Great Stirrup Cay, in summer 2026. Great Tides Waterpark will feature 19 waterslides, a 9,000-square-foot children’ s splash zone and cliffside jumps. Other enhancements include the Great Life Lagoon, a 1.4-acre pool area, and Horizon Park, which offers lawn games, mini-golf and pickleball.
Pole to pole for Seabourn Luxury cruise line Seabourn will debut an itinerary featuring both poles in 2027. The 94-day expedition will cover over 20,500 nautical miles and include visits to 14 countries and territories, with a three-day experience on Ellesmere Island in the Arctic archipelago and five days in Antarctica. Additional stops include Greenland, the Caribbean and Brazil, with 33 days at sea throughout the sailing. images: getty
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