Published on
September 13, 2025
In 2025, Japan, Morocco, South Korea, Malaysia, and Indonesia have set remarkable benchmarks for international tourism growth, each recording significant increases in foreign visitor numbers. These countries have strategically enhanced their tourism infrastructures, marketing initiatives, and cultural offerings, drawing more travelers than ever before. Japan’s innovative tourism campaigns, Morocco’s cultural renaissance, South Korea’s growing appeal as a tech and entertainment hub, Malaysia’s expanded connectivity, and Indonesia’s eco-tourism initiatives have all played crucial roles in attracting global visitors. The result is a resurgence of interest in these destinations, marking a transformative year for the global tourism landscape.
In the first half of 2025, Japan emerged as one of the top performers in international tourism, achieving the highest year-on-year growth rate in tourist arrivals. Alongside Vietnam, both countries reported a substantial 21% increase in foreign visitors compared to the previous year. This growth is part of a broader trend, with other countries also seeing significant upticks in their tourism sectors. Morocco saw a 19% rise, South Korea posted a 15% increase, and Malaysia and Indonesia each reported a 9% growth in foreign arrivals, as outlined in the latest World Tourism Barometer published by the United Nations World Tourism Organization (UNWTO).
Japan’s tourism surge in 2025 has been nothing short of extraordinary. In just the first six months of the year, the country welcomed a record-breaking 21.5 million international visitors. This figure represents a massive boost to Japan’s tourism industry, surpassing the previous records for the same period. The strong performance of Japan’s tourism sector can be attributed to several key factors that have created a perfect storm for foreign arrivals.
One of the primary drivers of this growth has been the weakening of the yen. The Japanese currency’s decline has made the country more affordable for foreign tourists, encouraging travelers to visit Japan for both leisure and business purposes. The drop in the yen’s value has meant that international visitors can stretch their budgets further while enjoying the rich cultural experiences and modern amenities Japan offers.
In addition to the favorable exchange rate, the Japanese government’s decision to relax travel restrictions has played a pivotal role in boosting inbound tourism. After several years of stringent entry requirements due to the global health crisis, Japan has gradually reopened its borders, allowing tourists from various countries to visit with fewer restrictions. This relaxation has made it easier for tourists to travel without the burden of complicated entry requirements, such as quarantine or stringent health documentation.
Moreover, Japan’s aggressive tourism campaigns have also contributed to the country’s rapid recovery in the tourism sector. The government, along with various tourism bodies, has implemented extensive marketing efforts to attract visitors from around the world. These campaigns have focused on highlighting Japan’s diverse offerings, from its rich cultural heritage, historical sites, and world-class cuisine to its modern cities and cutting-edge technology. The international appeal of Japan has been amplified through targeted advertisements, partnerships with global travel agencies, and a renewed emphasis on the country’s unique tourism experiences.
By July 2025, Japan’s total inbound visitors had already reached 24.9 million, marking an 18.4% increase from the same period in the previous year. This growth trajectory indicates that Japan’s tourism sector is on track to surpass its previous peak. If the current momentum continues, the country is poised to exceed 40 million inbound visitors by the end of 2025, marking a significant milestone in Japan’s tourism history.
In comparison, Japan’s performance in 2024 was already impressive, with the country hosting more than 36.8 million international visitors. However, with the new growth patterns observed in 2025, it is clear that the country is on track to not only recover from the pandemic’s impact but to significantly expand its tourism numbers. The forecasted numbers for 2025 reflect a remarkable recovery, considering the substantial setbacks the global tourism industry faced during the pandemic years.
The influx of tourists has brought tangible benefits to various sectors of the Japanese economy, particularly hospitality, retail, transportation, and tourism-related services. Hotels, restaurants, and tour operators have reported an uptick in business, with many establishments offering special promotions and packages to cater to the growing number of international visitors. Transportation companies, including airlines and rail networks, have expanded services to accommodate the increased demand, while tourist attractions and cultural sites are seeing higher attendance rates.
Japan’s tourism recovery also underscores the importance of sustainable growth. While the increase in foreign visitors is a welcome development, there are also calls for responsible tourism practices to ensure that the country’s natural and cultural heritage is preserved. Authorities have been working on strategies to manage the influx of tourists, ensuring that popular destinations are not overwhelmed while promoting lesser-known areas to distribute tourist traffic more evenly.
As Japan prepares to surpass its previous tourism records, the country is also looking to diversify its tourism offerings. Beyond the well-known tourist spots like Tokyo, Kyoto, and Osaka, Japan is encouraging travelers to explore rural areas, engage in local cultural activities, and experience Japan’s natural beauty. The government has been promoting regions such as Hokkaido for its winter sports, Okinawa for its tropical beaches, and the Japanese Alps for hiking and outdoor adventures. These efforts are designed to encourage longer stays and more diverse travel experiences, spreading the economic benefits of tourism across the country.
In addition to economic considerations, Japan’s tourism growth is expected to play a key role in strengthening diplomatic and cultural ties with other countries. As more international visitors flock to Japan, the country benefits from enhanced global recognition and greater international cooperation in various fields, such as business, education, and cultural exchange.
Looking ahead, Japan’s tourism industry faces the challenge of sustaining growth while maintaining the quality of its tourism experiences. Continued investments in infrastructure, cultural preservation, and sustainable practices will be crucial to ensure that Japan remains an attractive destination for years to come. However, with the momentum built in 2025 and the ongoing efforts by the Japanese government and tourism bodies, the future of Japan’s tourism sector looks bright, and the country is well on its way to becoming a global tourism powerhouse once again.
In 2025, Japan, Morocco, South Korea, Malaysia, and Indonesia have set new standards in international tourism, each achieving substantial growth in foreign visitor numbers due to enhanced marketing, infrastructure, and unique cultural offerings. These countries have successfully attracted global travelers through strategic initiatives and tourism innovations.
In conclusion, Japan’s tourism growth in 2025 is a testament to the country’s resilience and the effectiveness of its strategies in attracting foreign visitors. The combination of a favorable exchange rate, relaxed travel restrictions, and targeted marketing campaigns has paved the way for this remarkable surge in tourism. With continued growth, Japan is poised to surpass 40 million visitors by the end of 2025, setting a new benchmark for its tourism sector and further solidifying its place as a top global destination.
