Japan: A melting pot of culture, culinary delights, and exceptional value

A record-breaking 36.8 million international visitors flocked to Japan last year, surpassing the previous record of 31.9 million in 2019. American tourists played a significant role in this surge, with 2.7 million visiting – a 30% increase from 2023, according to a Japan National Tourism Organization representative. Travel agencies are seeing the effects firsthand.

Trafalgar noted a remarkable 93% year-over-year rise in bookings for its Classic Japan tour, an 11-day itinerary spanning Tokyo and Osaka. EF World Journeys reported a 33% increase in Japan bookings across its brands. Alexander + Roberts also confirmed 2023 as its best year yet for Japan travel, with 2025 projected to be even stronger.

"Japan is our top-selling destination in Asia, and its popularity continues to grow," stated Melissa DaSilva, interim CEO of TTC Tour Brands. She emphasized that for many travelers, this is their first experience in Japan. "It's a fascinating country that seamlessly blends cutting-edge technology with deeply rooted traditions, creating a beautiful balance," DaSilva explained.

Several factors have contributed to this tourism boom. The lifting of pandemic restrictions in late 2022, increased flight availability, and a favorable exchange rate between the U.S. dollar and the Japanese yen have all played a part.

DaSilva also highlighted the influence of Japanese pop culture, including the growing popularity of anime and television shows in the U.S. Social media influencers showcasing their Japan trips and Japanese fashion trends are further fueling the desire to visit.

Heidi Durflinger, CEO of EF World Journeys USA, cited food, history, and culture, along with popular shows like FX's "Shogun," as key motivators for travelers.

EF's North American travelers shifted their focus from Middle East destinations in 2023 and 2024, turning their attention to Asia, Durflinger added. This increased demand prompted EF to introduce three new Asian tours last year, two of which focus on Japan.

Scott Avera, president of Alexander + Roberts, observed that Japan's culinary scene is a major draw for today's travelers, marking a change from the company's earlier clientele. The luxury small-group tour operator, which has been arranging trips to Asia since the 1980s, sees a growing interest in Japanese cuisine and experience-based travel.

Managing the crowds

This influx of tourists raises concerns about overtourism, as both locals and visitors vie for access to popular attractions. With Japan aiming for 60 million annual foreign visitors by 2030, the crowds are expected to persist.

Tour operators are actively addressing this challenge, aiming to create more comfortable experiences for both travelers and local communities.

David Peat, senior product executive for Japan at Audley Travel, which specializes in customized tours, explained that he balances the desire to see iconic sites with the opportunity to explore lesser-known areas.

"Of course, people want to see certain famous places, but even in cities like Kyoto… there are many popular spots that get very crowded. However, just a few streets or blocks away from those key locations, it becomes much quieter, offering a more authentic and relaxed experience,” Peat said.

Durflinger noted that EF offers tours during the shoulder and off-seasons to mitigate crowding, while DaSilva mentioned that Trafalgar schedules visits at off-peak hours or arranges after-hours access.

Lael Kassis, vice president of market development for EF Go Ahead Tours, suggested destinations like Kanazawa, often called "little Kyoto," and Yamanashi, a spa town alternative to Hakone.

Tour operators also promote less-visited communities like Takayama and Koyasan. They noted that these areas outside major cities often become favorite parts of their clients’ trips, providing not only easier access to attractions but also greater opportunities for interaction with local residents.