Record 42.68 Million International Visitors in 2025 as Japan Targets New Travellers Across Key Global Markets, Including India
The Japan National Tourism Organization (JNTO) has launched an ambitious new global tourism campaign, “Japan. Unforgettable,” designed to position Japan as a destination that can be experienced and enjoyed throughout the year while encouraging a broader and more diversified mix of international visitors.
The campaign, officially launched on April 28, 2026, represents a significant milestone in Japan’s tourism promotion strategy and aligns with the country’s Fifth Tourism Nation Promotion Basic Plan. By showcasing the country’s rich cultural heritage, breathtaking natural landscapes, regional gastronomy and authentic local experiences across all four seasons, JNTO aims to inspire a new generation of global travellers to discover the many dimensions of Japan.
India has emerged as one of the campaign’s key focus markets, reflecting the rapid growth of outbound travel from the country and the increasing popularity of Japan among Indian leisure, family and experiential travellers.
Japan Records Historic Tourism Growth
The launch comes on the back of another record-breaking year for Japan’s tourism industry. According to JNTO, the country welcomed 42.68 million international visitors in 2025, surpassing the previous record of 36.87 million arrivals achieved in 2024.
Inbound tourism spending also reached unprecedented levels, with foreign visitor expenditure climbing to ¥9.5 trillion in 2025, generating an estimated economic ripple effect of approximately ¥19 trillion across the Japanese economy.
The remarkable growth underscores Japan’s strengthening position as one of the world’s most desirable travel destinations and highlights the success of ongoing efforts to expand tourism beyond traditional source markets.
India Emerges as a High-Growth Tourism Market
Among the standout source markets, India recorded its strongest performance ever.
Between January and December 2025, 315,100 Indian travellers visited Japan, marking the first time arrivals from India crossed the 300,000-visitor milestone. The figure represented a substantial 35.2 per cent year-on-year increase, underlining the growing appeal of Japan among Indian tourists seeking cultural immersion, scenic beauty, culinary experiences and family-friendly travel.
JNTO noted that Indian travellers often travel in family groups or with friends, making them an important audience segment for the new campaign, which highlights a variety of travel styles and experiences tailored to diverse traveller preferences.
Showcasing the Many Layers of Japan
At the heart of the campaign is the concept of revealing the many facets of Japan that extend far beyond its globally recognised landmarks.
Under the theme “Showcasing the Many Layers of Japan — Exceptional Discoveries, All Year Round,” the campaign presents Japan as a destination where every season offers unique opportunities for exploration and memorable experiences.
From vibrant spring cherry blossoms and colourful autumn foliage to snow-covered winter landscapes and lively summer festivals, the initiative emphasises that Japan can be enjoyed at any time of the year.
The campaign seeks to encourage visitors to venture beyond major gateway cities and discover regional destinations that offer distinctive cultural traditions, local cuisines, outdoor adventures and authentic community experiences.
A Strategic Shift Towards New International Audiences
JNTO’s latest campaign reflects changing global travel patterns and evolving visitor demographics.
Before the COVID-19 pandemic, travellers from Asia accounted for approximately 83 per cent of all inbound visitors to Japan. By 2025, that share had fallen to 77 per cent, while arrivals from Europe, the Americas and Oceania continued to increase steadily.
Recognising this shift, JNTO has strategically focused the new campaign on travellers who have never visited Japan but already consider it a potential future destination. These audiences, particularly in Europe, North America, Oceania and the Middle East, are characterised by higher travel spending and a strong interest in long-haul experiential travel.
Unlike previous campaigns that aimed to build basic awareness of Japan as a tourism destination, “Japan. Unforgettable” is designed to provide prospective travellers with the final inspiration needed to choose Japan for their next international journey.
Seasonal Storytelling Takes Centre Stage
A key feature of the campaign is a series of cinematic seasonal videos that bring Japan’s diverse experiences to life.
JNTO has already released the autumn and winter editions, while spring and summer versions are scheduled for release later this year.
The videos feature families, couples, groups of friends and solo travellers experiencing Japan’s natural scenery, outdoor adventures, cultural attractions and regional food culture across different parts of the country.
To ensure authenticity and global appeal, JNTO adopted the philosophy of presenting “Japan as overseas visitors want to experience it” rather than solely from a domestic perspective. An international director led the production process, while JNTO Special Advisor David Atkinson provided strategic guidance.
The promotional films will be distributed through an extensive international marketing campaign across digital channels, including YouTube, Facebook, Instagram and digital out-of-home advertising platforms.
Research-Driven Global Marketing Strategy
The campaign was developed following extensive consumer research conducted across ten strategic markets, including the United Kingdom, Germany, France, the Nordic countries, the United States, Australia, India, the Middle East, Thailand and South Korea.
Insights gathered from the research helped shape the campaign’s creative direction, messaging and content strategy to better align with the interests and travel aspirations of prospective visitors.
The central campaign message, “Japan. Unforgettable,” was chosen to capture the emotional impact of the country’s landscapes, traditions, hospitality and culinary diversity. JNTO believes the slogan effectively conveys the memorable experiences travellers take home long after their journey ends.
Digital Platform Inspires Travel Planning
Supporting the campaign is a dedicated multilingual website designed to provide inspiration and practical travel information for prospective visitors.
Available in six languages—English, French, German, Spanish, Italian and Arabic—the platform features destination guides, regional travel suggestions, seasonal highlights, sample itineraries and planning resources.
The website will continue to evolve throughout the year, with additional content and seasonal videos being added as new campaign phases are launched.
Supporting Sustainable Tourism Development
Beyond increasing visitor numbers, the initiative also supports Japan’s long-term tourism sustainability goals.
By promoting year-round travel and encouraging exploration of regional destinations, JNTO aims to distribute tourism benefits more evenly across the country, reduce pressure on heavily visited locations and generate greater economic opportunities for local communities.
The campaign also seeks to increase visitor spending, diversify source markets and strengthen tourism’s contribution to regional development while preserving the cultural and environmental assets that make Japan unique.
As international travel demand continues to grow, the launch of “Japan. Unforgettable” marks a significant step in Japan’s efforts to attract a broader global audience and reinforce its reputation as a destination offering extraordinary experiences in every season.
