Japan

Japan recorded ~35 million arrivals in 2025, driven by a weak yen that slashed travel costs by 30% compared to 2020 rates. This is 30% lighter than the runner-up Thailand's pricing advantage in specific beach resorts. Tokyo, Kyoto, Osaka, and Hokkaido's ski resorts anchor the appeal, with the government targeting 60 million visitors by 2030 — a 70% increase from current levels — even as Kyoto implements overtourism caps. Source: UNWTO.