Japan welcomed a record number of visitors last year, fueled by post-pandemic travel and pop culture, and tour operators say interest in the country continues to be piping hot.
The country recorded 36.8 million tourists in 2024, beating out 2019’s record year, which brought 31.9 million visitors. Tour operators say Japan is in demand from their American clients who are attracted to the country for its rich culture, food scene and entertainment. A record 2.7 million Americans visited Japan, a 30% spike from 2023, a Japan National Tourism Organization spokesperson said.
Trafalgar said it has observed a 93% year-over-year increase in the company’s Classic Japan trip, an 11-day tour that takes travelers from Tokyo to Osaka. Meanwhile, EF World Journeys has seen a 33% jump in bookings to Japan across its brands. Last year marked the best for Japan travel for Alexander + Roberts, with 2025 expected to surpass the achievement.
“Japan is hands down our best-selling destination in Asia. And it doesn’t look to be slowing down,” said Melissa DaSilva, the interim CEO of TTC Tour Brands, adding that for many clients, it’s their first time visiting the country. “It is a really interesting destination in that it absolutely embraces a sort of cutting-edge technology, but it also really focuses on maintaining those time-honored traditions at the same time, which I think is a beautiful balance,” DaSilva said.
Tour operators have noticed a steady increase in Japan bookings in recent years, stoked by the country lifting pandemic restrictions in late 2022, more flights to the country and a strong U.S. dollar compared to the Japanese yen.
DaSilva also pointed to Japan’s prevalence in popular culture, including the rise of interest in anime and TV shows in the U.S. Influencers highlighting their trips to the country and Japanese fashion are also kicking interest into overdrive.
Heidi Durflinger, the CEO of EF World Journeys USA, pointed in particular to food, history and culture as well as the influence of shows like FX’s “Shogun.”
EF traveler demand in North America shifted away from Middle East trips in 2023 and 2024 and fueled interest in Asia, Durflinger said. The popularity led EF to develop three new tours in Asia last year, including two to Japan.
Scott Avera, president of Alexander + Roberts, said foodie culture has piqued many travelers’ curiosity about the country, which he said marks a shift from the company’s earlier clients. The luxury small-group tour operator began curating trips to Asia in the 1980s, and Avera said today’s clients are more interested in noshing on Japanese cuisine and soaking up experience-based travel.
Avoiding the tourist crowds
With this surge of travelers comes the specter of overtourism as locals and visitors compete to see main attractions, but the crowds are showing no sign of slowing down as Japan embarks on a goal of 60 million annual foreign visitors by 2030.
Tour operators are working to combat the crowds and give clients, and locals alike, more elbow room.
David Peat, the senior product executive for Japan for Audley Travel, which plans bespoke tours, said he aims to balance the desire for clients to observe popular locations by introducing them to lesser-known destinations.
“Of course, there’s certain places that people want to go and want to see, but even in those cities, like in Kyoto … there’s a few really famous points, very famous sightseeing spots, that get quite busy, but there’s so much more to Kyoto than that,” he said. “Even if you go a few streets away or a few blocks away from those key spots, it gets quite quiet again, and you can have that kind of authentic, relaxed experience.”
Durflinger said EF offers tours in the shoulder season and offseason to try to ease crowding, while DaSilva said Trafalgar schedules site visits during off-peak times or arranges after-hours visits.
Lael Kassis, vice president of market development for EF Go Ahead Tours, recommended travelers check out Kanazawa, often referred to as “little Kyoto,” or Yamanashi, which he said was an alternative to spa town Hakone.
Tour operators said they also highlight lesser-visited communities, such as Takayama or Koyasan. They said areas outside of major Japanese cities are often clients’ favorite parts of their trips, providing not only easier access to sites but more opportunities to connect with locals.