- Visitor arrivals reached a record 42.68 million in 2025 (JNTO)
- Visitors spent a record ¥9.45 trillion, up 16.4% on 2024
- Average spend per visitor was about ¥229,000; UK and German visitors spent around ¥390,000 each
- Accommodation is the biggest spending category, ahead of shopping and dining
The report at a glance
- Original title
- インバウンド消費動向調査 2025年
- Publisher
- Japan Tourism Agency (観光庁)
- Published
- Preliminary January 2026; final figures and annual report later in 2026
- Language
- Japanese (English visitor statistics from JNTO)
- Access
- Free, no registration
Key numbers and findings
Who spends most in total
China is the largest market by total spending, followed by Taiwan, the United States, South Korea and Hong Kong. East Asian markets together account for about half of all inbound spending.
Who spends most per person
European and Australian visitors spend the most per trip, largely because they stay longer: Germany (about ¥392,000), the UK (about ¥391,000) and Australia (about ¥387,000) top the per-person ranking in the final figures.
What they spend on
| Category | Approx. share of spending |
|---|---|
| Accommodation | ~37% |
| Shopping | ~27% |
| Food and drink | ~22% |
Spending from newer markets grew fastest, including Vietnam (+49.6%) and India (+39.8%).
What it means for companies entering Japan
Inbound tourism is now one of Japan's largest export industries, and it is a second route into the market for Western brands: you can reach international visitors in Japan — and Japanese hosts serving them — before building a full domestic operation.
British brands in particular benefit from the fact that UK visitors are among the highest spenders per head. Hotels, restaurants, experiences and retailers in Japan are actively looking for products, services and partners that appeal to that audience.
How to read the original
The Japan Tourism Agency page lists quarterly and annual results, including a detailed annual report (年次報告書) with breakdowns by nationality and spending category. For visitor numbers in English, use JNTO's statistics.
Open the survey page (Japanese) ↗
This is an independent summary by Japan Business Insider. Figures are taken from the original publication; the interpretation in “Our reading” is our own. Please check the original before quoting figures.