India Emerges as a High-Value Market for Japan’s Inbound Tourism
India Falls in Love with Japan: Travel Soars, Spending Surges, and Cherry Blossoms Bloom
The Japan National Tourism Organization (JNTO) Delhi Office has unveiled compelling new insights into the rising influence of Indian travellers on Japan’s tourism landscape. According to recent figures released by the Japan Tourism Agency, Indian tourists in 2024 demonstrated not only a remarkable increase in visitation but also a significant surge in travel spending—firmly establishing India as a high-value market for Japanese inbound tourism.
Indian visitors spent an average of ¥241,590 per person (approximately INR 1.45 lakh), marking a substantial 53.6% increase compared to 2019. This figure encompasses both in-destination expenses and pre-arranged travel packages, underlining the growing sophistication and economic impact of Indian outbound travel.
Even more telling is the average duration of stay: a notable 16.3 nights. Indian travellers are showing a clear preference for deep cultural immersion, opting to explore Japan beyond the surface and indulge in its traditions, modernity, and landscapes at a leisurely pace.
In total, approximately 233,000 Indian tourists visited Japan between January and December 2024, contributing a record-breaking ¥56.1 billion (around INR 3,366 crore) to Japan’s economy.
The Evolving Indian Traveller: First-Timers, Repeat Visitors & Beyond the Golden Route
The data highlights a healthy blend of new and returning visitors. While 64.9% of Indian travellers were first-time visitors, 26.2% had previously visited Japan two to five times—indicating growing familiarity and satisfaction with the destination.
For many first-timers, the iconic Golden Route—featuring Tokyo, Kyoto, Osaka, and Hiroshima—continues to be the go-to itinerary. This route delivers a harmonious blend of Japan’s historical heritage, modern marvels, and scenic vistas.
However, the JNTO Delhi Office is actively championing travel beyond the Golden Route, inviting Indian tourists to uncover the regional richness of Japan. From the rural charm of Tohoku to the cultural treasures of Shikoku and the serene landscapes of Kyushu, these lesser-known destinations promise authentic experiences and a welcome escape from tourist crowds.
Purpose of Travel: Leisure Leads, But Business and MICE Are Rising
Leisure remains the dominant motive for Indian travellers, with 41.8% visiting Japan for holiday and recreation. Corporate and business travellers comprised 14.7%, while 8.4% came to visit friends and relatives (VFR). A growing trend is the emergence of MICE tourism—Meetings, Incentives, Conferences, and Exhibitions—especially to regional cities, reflecting Japan’s rising stature as a corporate travel hub.
Independent Yet Curated: Evolving Travel Preferences
Indian tourists are becoming increasingly confident and savvy in how they explore Japan. A robust 86.9% of leisure travellers prefer to plan their trips independently. However, many still opt for customized packages that combine structure with flexibility—covering essentials like flights, hotels, and sightseeing, while allowing room for personal exploration.
This trend speaks to the growing ease of travel in Japan, bolstered by a user-friendly transportation system, multilingual support, and seamless connectivity between major and regional destinations.
2025 Momentum: Record-Breaking Numbers in Q1 and Cherry Blossom Boom
The momentum has continued into 2025. In the first quarter (January–March), Japan welcomed 62,100 Indian visitors, a 24.8% increase from the same period in 2024. Even traditionally quiet travel months like February saw an impressive 29.0% year-on-year increase, fueled by Indian interest in winter experiences—especially in Hokkaido, renowned for its world-class “powder snow”.
April 2025 set a new benchmark with 37,300 Indian arrivals—not only the highest-ever for April but the highest monthly figure on record for Indian travel to Japan. Unsurprisingly, this surge coincided with Japan’s beloved cherry blossom season, a perennial draw for Indian travellers captivated by its ethereal beauty.
Spending Habits: Quality, Comfort, and Authentic Experiences
Indian tourists in Japan in 2024 demonstrated thoughtful spending patterns, prioritizing comfort, cultural immersion, and authentic experiences.
- Accommodation topped the list at 43.2% of total expenditure, indicating a preference for premium stays that enhance the overall travel journey.
- Shopping accounted for 19.5%, driven by the popularity of Japanese snacks, fashion, electronics, and cosmetics.
- Food and beverages followed closely at 19.4%, as more Indian travellers embraced Japanese culinary experiences—from Michelin-star sushi bars to quirky themed cafés.
- Transportation, at 14.3%, underscored the widespread use of Japan’s efficient rail system, including the famed Shinkansen bullet trains.
- Amusements and attractions, comprising 3.6%, reflected sustained interest in theme parks, live performances, and cultural showcases.
India Pavilion at Expo 2025, Osaka: A Cultural Showcase on the Global Stage
As Indian engagement with Japan intensifies, the India Pavilion—Bharat at Expo 2025 in Osaka offers a dazzling representation of India’s heritage and innovation. Visitors can stroll through the Lotus Courtyard, where spiritual icons like Padmapani and the Bodhi Tree evoke timeless wisdom and compassion.
The Oneness Lounge, inspired by a sacred mandapa, radiates India’s warmth and hospitality. Highlights include a scale model of Chandrayaan-3, celebrating India’s strides in space exploration, and a futuristic Geo-light Mesh Rooftop with over 72,000 LED lights, offering a glowing beacon of Indian creativity—visible across the Expo grounds.
Looking Ahead: A Golden Era of India–Japan Tourism
From record-breaking visitation and longer stays to deepening cultural ties and corporate engagement, 2024 and 2025 mark a golden era in India–Japan tourism relations. With continued efforts by JNTO and growing traveller interest in discovering new corners of Japan, the future promises a flourishing exchange of ideas, traditions, and unforgettable journeys.
Whether it’s the cherry blossoms in Kyoto, the snowy slopes of Hokkaido, or the serenity of a ryokan in the countryside, Japan is no longer just a bucket-list destination for Indian travellers—it’s becoming a beloved second home.
