Japan Sets July Tourism Record Amid Regional Declines and Disaster Rumors

Japan Breaks July Tourism Record Despite Regional Setbacks

Japan’s tourism industry reached a new milestone in July 2025, welcoming a record 3.43 million international visitors—the highest ever for that month. This achievement comes even as growth slowed to its weakest pace of the year and arrivals from key Asian markets declined sharply. The latest figures, released by the Japan National Tourism Organization (JNTO), highlight both the resilience and complexity of Japan’s tourism boom, shaped by global economic trends, regional disruptions, and even viral disaster rumors.

From January to July 2025, Japan attracted 24.9 million overseas visitors, marking an 18.4% increase over the same period in 2024. This surge follows a historic rebound in 2024, when Japan hosted 36.9 million international travelers, surpassing pre-pandemic records and cementing its status as one of the world’s top destinations.

What’s Driving Japan’s Tourism Boom?

Several factors have fueled Japan’s remarkable tourism growth in recent years. The most significant is the weak yen, which has made Japan’s world-renowned food, shopping, and cultural experiences more affordable for foreign visitors. In 2024, the yen traded between ¥140 and ¥160 to the US dollar, compared to around ¥110 in 2019, making Japan a relative bargain for many travelers. This currency advantage has been especially attractive to visitors from the United States, Europe, and parts of Asia.

Japan’s diverse attractions—ranging from the neon-lit streets of Tokyo and historic temples of Kyoto to the powdery slopes of Hokkaido and tranquil countryside of Kyushu—continue to draw tourists seeking both tradition and modernity. The country’s efficient transport network, renowned hospitality, and international marketing campaigns have further enhanced its global appeal.

According to the Mastercard Economics Institute’s 2025 travel trends report, Tokyo and Osaka ranked among the world’s top trending summer destinations, with travelers prioritizing dining, nature, and wellness experiences over traditional sightseeing. Major events, such as concerts and sports tournaments, have also boosted inbound tourism, while the rise of social media and pop culture phenomena (like anime and manga) continue to shape travel choices.

Regional Disruptions: Typhoons and Earthquake Rumors Hit Asian Markets

Despite the overall record, not all source markets contributed equally to Japan’s July success. Arrivals from South Korea and Hong Kong dropped sharply, with visitors from Hong Kong falling by 36.9% and those from South Korea by 10.4% compared to July 2024. These declines were attributed to a combination of typhoon-related flight disruptions and widespread rumors of an impending earthquake, which gained traction in parts of East Asia.

How a Manga Prophecy Sparked Travel Fears

The most unusual factor affecting tourism this summer was a viral prophecy from a Japanese manga (comic book) artist, Ryo Tatsuki. In her 1999 work “Watashi ga Mita Mirai” (The Future I Saw), Tatsuki described dreams that some readers later linked to real-life disasters, including the devastating 2011 Tohoku earthquake and tsunami. A 2021 reprint of the manga included a new prediction: a major disaster would strike Japan on July 5, 2025.

This prophecy, amplified by social media and YouTube influencers, went viral in Hong Kong, Taiwan, and South Korea. In Hong Kong, where the manga enjoys a cult following, the rumor was further fueled by a popular feng shui master who warned followers to avoid Japan during the summer. Airline bookings from Hong Kong to Japan plummeted, with some carriers reducing flights by up to 30% due to a collapse in demand. According to Bloomberg Intelligence, weekly arrival bookings from Hong Kong for late June to early July dropped by as much as 83% year-on-year.

Yoshihiro Murai, governor of Miyagi Prefecture, addressed the rumors publicly: “The rumors are starting to affect tourism. I ask people not to take the speculation seriously.”

Japan’s Meteorological Agency also issued statements reminding the public that earthquakes cannot be predicted with scientific accuracy, and that disaster preparedness should be based on facts, not fiction. Nonetheless, the cultural authority of manga and lingering memories of past disasters made the rumors particularly resonant in the region.

Typhoons Compound the Impact

In addition to the earthquake rumors, typhoon activity in East Asia disrupted flights and travel plans, especially for visitors from South Korea and Hong Kong. Airlines scaled back routes, and some travelers postponed or canceled trips due to safety concerns. The combination of natural disaster fears—both real and imagined—created a perfect storm for a temporary downturn in arrivals from these markets.

China and the US: Engines of Growth

While some Asian markets faltered, others surged. Arrivals from mainland China jumped by 25.5% in July, reflecting both pent-up demand and improved flight connectivity. Chinese tourism to Japan had lagged in 2023 and early 2024 due to pandemic restrictions and economic challenges, but the recovery has been robust in 2025. In June alone, China sent nearly 800,000 visitors to Japan, the highest of any country that month.

Meanwhile, the United States saw a 10.3% increase in arrivals, with airlines reporting expanded capacity and Tokyo ranking as a top global destination for American travelers. The weak yen, combined with Japan’s reputation for safety, cleanliness, and unique experiences, has made it especially attractive to US tourists. Other markets showing strong growth include Taiwan, Singapore, and Australia.

Tourism’s Economic Impact and Overtourism Concerns

The economic benefits of Japan’s tourism boom are substantial. In 2024, international tourists spent $53.3 billion in Japan, a 38% increase from 2023 and 16% above 2019 levels. The average spend per visitor reached ¥226,851, and the sector contributed $257.3 billion to the national economy, supporting over 5 million jobs.

However, the surge in visitors has also raised concerns about overtourism, particularly in popular destinations like Kyoto, Mount Fuji, and Tokyo. Local governments have introduced new rules and sustainable tourism initiatives to manage crowds, protect cultural sites, and ensure a positive experience for both residents and visitors. Measures include limiting access to certain attractions, promoting lesser-known destinations, and encouraging responsible travel behavior.

Policy Responses: New Rules for a New Era

As Japan targets 60 million international visitors and ¥15 trillion in annual tourism spending by 2030, authorities are implementing new policies to address the challenges of mass tourism. One major change on the horizon is a requirement for all incoming tourists to have private health insurance. This move aims to prevent unpaid medical bills left by foreign visitors and ensure that travelers can cover unexpected expenses, similar to rules in the European Schengen area and other destinations.

Additional measures include revising the tax-free shopping program, introducing an electronic travel authorization system for travelers from visa-exempt countries, and tightening entry requirements for those with outstanding debts or unpaid taxes. These steps are designed to balance the benefits of tourism with the need to protect Japan’s healthcare, administrative, and social systems.

Japan’s Place in the Asia-Pacific Tourism Landscape

Japan’s tourism success is part of a broader regional trend. According to Mastercard’s 2025 report, Asia-Pacific is home to eight of the world’s top 15 trending summer travel destinations. Outbound travel from countries like Singapore, China, and India is booming, with Japan consistently ranking as a preferred destination due to its value, safety, and cultural appeal.

Travelers from the region are increasingly motivated by experiences—such as wellness, dining, and nature—rather than traditional sightseeing. Major events, pop culture, and favorable exchange rates all play a role in shaping travel decisions. Japan’s ability to adapt to these trends, while managing the pressures of overtourism and external shocks, will be key to sustaining its growth in the years ahead.

Looking Forward: Opportunities and Challenges

Industry forecasts remain optimistic for the rest of 2025 and beyond. JTB, a leading Japanese travel agency, estimates that inbound travelers could reach 40.2 million for the full year, surpassing the 2024 record. Major events, such as Expo 2025 in Osaka and the opening of new attractions like the JUNGLIA theme park in Okinawa, are expected to draw even more visitors.

However, the experience of July 2025 underscores the importance of resilience and adaptability. The impact of disaster rumors—however unfounded—demonstrates how quickly sentiment can shift in the age of social media. Natural events, currency fluctuations, and global economic trends will continue to shape the industry’s trajectory.

For travelers, Japan remains a destination of unparalleled variety and value. For policymakers and industry leaders, the challenge is to harness the benefits of tourism while safeguarding the country’s cultural heritage, environment, and social fabric.

In Summary

• Japan set a new July tourism record in 2025, with 3.43 million international visitors despite regional declines.
• Arrivals from Hong Kong and South Korea dropped sharply due to typhoon disruptions and viral earthquake rumors linked to a manga prophecy.
• China and the United States saw strong growth, offsetting declines in neighboring Asian markets.
• The weak yen, diverse attractions, and effective marketing have made Japan a top global destination.
• Tourism’s economic impact is significant, but overtourism and system strain have prompted new policy measures, including mandatory health insurance for visitors.
• Japan’s tourism outlook remains positive, with major events and new attractions expected to drive further growth.
• The July experience highlights the need for resilience in the face of rumors, natural events, and shifting global trends.