Japan is experiencing a record-breaking year for tourism in 2025, with projections indicating the country will surpass the 40 million international visitor mark. According to the Japan National Tourism Organization (JNTO), a record 21.5 million foreign visitors had arrived by the end of June 2025, marking the fastest time ever to reach that milestone. This figure represents a substantial 7.6% increase compared to the first half of 2024, when visitor numbers were 17.78 million. The strong momentum continues, with July 2025 tourist arrivals hitting a new all-time high for the month at 3.43 million, a 4.4% rise year-on-year. This surge is significantly outpacing previous years, as Japan welcomed a record 36.87 million visitors in all of 2024, which itself was a 47% increase from 2023’s total of 25.07 million.