As inbound tourism continues to recover, Japan’s tourism consumption has reached a new record high, with both shopping and experience-based spending increasing. The shift indicates that visitor spending patterns are gradually moving away from goods-oriented consumption toward cultural and immersive travel experiences.
TOKYO, JAPAN (MERXWIRE) – According to the Japan Tourism Agency’s “2025 Survey on Inbound Tourism Consumption Trends,” total spending by international visitors in Japan exceeded 9 trillion yen, marking a 16.4% increase from the previous year and setting a new historical record. Alongside traditional shopping demand, spending on dining, accommodation, and experiential activities continues to rise, reflecting a structural shift toward experience- and culture-driven tourism consumption.
The agency reported that total inbound tourism spending reached 9.4559 trillion yen in 2025, extending a record-breaking trend. Mainland China remained the largest source market, followed by Taiwan, the United States, South Korea, and Hong Kong, highlighting Asia’s continued dominance in Japan’s inbound tourism sector.
On a per-capita basis, international visitors spent an average of 229,000 yen in 2025, up 0.9% year-on-year. Accommodation accounted for the largest share at 36.6%, followed by shopping at 27.0% and dining at 21.9%. While shopping remains a key expenditure category, spending on accommodation, food, and travel experiences continues to grow in importance.
In recent years, more inbound travelers have allocated their budgets to cultural experiences and local activities. In addition to popular offerings such as tea ceremony experiences and kimono rentals, regional destinations have developed more specialized programs that reflect local culture and craftsmanship. These include decorative Kyoto folding fan painting workshops in Kyoto and handmade udon noodle-making experiences in Kagawa Prefecture. Such activities allow visitors to gain deeper insights into Japan’s regional history, cultural heritage, and artisan traditions. Compared with the earlier “explosive shopping” trend focused on electronics, cosmetics, and luxury goods, today’s travelers increasingly prioritize memorable, experience-based consumption, contributing to the development of local tourism resources and service industries.
The Consumer Aesthetics and Cultural Tourism Society Japan recommends that local tourism authorities strengthen the narrative and participatory design of experiential tourism. The organization emphasizes that allowing visitors not only to observe but also to actively engage in local lifestyles and craftsmanship can significantly enhance travel satisfaction. It also notes that integrated experiences combining food, crafts, and historical context can extend visitor stays and increase spending depth, thereby supporting long-term regional economic development.
A visitor from mainland China, Ms. Wang, said she came to Japan primarily for cosmetics shopping and food experiences. “Many people online recommend Japanese cosmetics. There is a wide variety, and the prices are relatively affordable, so I wanted to try them myself,” she said.
She added that beyond shopping, she also enjoys exploring Japanese cuisine. “There are so many delicious foods in Japan. Every time I visit, I want to try something different, such as ramen, sushi, and desserts,” she said, noting that convenience and food variety are key reasons she enjoys traveling to Japan.
Mr. Chen from Taiwan said he visits Japan three to four times a year and is already a frequent traveler. He noted that while shopping used to be his main focus, he now prefers deeper cultural experiences.
“I used to spend a lot of time in drugstores and shopping areas, but now I prefer to visit different cities and experience local life,” he said. “Museums, regional attractions, and hot spring stays have become more important parts of my trips, giving each visit a different experience.”
In addition, a weaker yen and the continued recovery of international flights have further supported inbound tourism. Japan welcomed more than 42 million international visitors in 2025, a record high that boosted the accommodation, food service, and retail sectors.
As both visitor numbers and spending continue to grow, Japan’s tourism industry is gradually shifting from a product-purchasing model toward a new tourism paradigm centered on culture, experience, and regional identity, creating new opportunities for local economies across the country.
Media Contacts:
Consumer Aesthetics and Cultural Tourism Society Japan
PR Agency:
MERXWIRE INC.
Ada Huang
pr@merxwire.com
SOURCE: Consumer Aesthetics and Cultural Tourism Society Japan
