Japan's tourism industry experienced an unprecedented surge in April, welcoming a record 3.91mn foreign visitors, marking a 28.5% increase compared to the same month last year, according to the Japan National Tourism Organization (JNTO).

This figure surpasses the previous monthly record of 3.78mn set in January 2025, highlighting the nation's growing appeal to international travelers. The JNTO attributes this surge to heightened travel demand during Japan's iconic cherry blossom season and the alignment with Easter holidays overseas.

Cumulatively, the first four months of 2025 have seen approximately 14.45mn foreign arrivals, a 24.5% rise from the corresponding period in 2024. This upward trajectory suggests that Japan is on track to exceed last year's total of 36mn foreign visitors.

Naoya Haraikawa, Commissioner of the Japan Tourism Agency, projected that the number of foreign visitors this year could reach between 45mn and 46mn. This optimistic outlook underscores the robust recovery and expansion of Japan's tourism sector.

However, the influx of tourists has presented challenges, particularly overcrowding in popular destinations. Japanese authorities are actively seeking strategies to mitigate congestion and promote travel to less-frequented regions, aiming to distribute the economic benefits of tourism more evenly across the country.

As Japan continues to attract a growing number of international visitors, balancing the economic advantages with sustainable tourism practices remains a focal point for policymakers and industry stakeholders.