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Political Pulse

Inbound Tourism to Japan Is Shifting from Consumption to Experiences, but Further Evolution May Be Ahead

Political Pulse(Osaka Sugime)

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By Shingo Sugime

19:00 JST, September 12, 2025

Japan’s inbound tourism sector has entered a new growth phase, having made a robust recovery from the effects of the pandemic. Inbound visitor numbers reached a record high of 36.87 million in 2024, surpassing the pre-pandemic level of 2019 by 15.6%. According to the U.N. World Tourism Organization,...

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