The structural shift is becoming visible in the data: China dependency is declining, and Japan's inbound visitor portfolio is diversifying across both markets and geographies.
- 3.46M visitors | +6.4% YoY
Jan–Feb cumulative: 7.06M visitors
Key market movements:
- South Korea +28% | Taiwan +37% — driving East Asia growth
- China −45% — continued deceleration
- North America +16% | Europe +15% — long-haul markets expanding steadily
One variable to watch for March: escalating Middle East tensions could affect European arrivals through multiple channels: airspace restrictions forcing longer routings, reduced flight options, and rising airfares, rather than just a shift in travel sentiment.
Given that Europe is currently one of the stronger-growing long-haul markets for Japan (+15%), any structural friction in air access will be worth monitoring closely.
Takao Nishina - Follow
Regional Manager North East Asia at GetYourGuide
