Japan

Japan recorded ~35 million arrivals in 2025, driven in part by a weak yen that has made travel meaningfully cheaper than it was a few years ago. Tokyo, Kyoto, Osaka, and Hokkaido's ski resorts anchor the appeal, with the government targeting 60 million visitors by 2030 — a roughly 70% increase from current levels — even as Kyoto implements overtourism caps. Source: UNWTO.