Japan Tourism Just Dropped 10%—But Why?
Japan tourism suddenly dropped 9.6% in August 2026—but the headline doesn’t tell the whole story. Chinese arrivals fell 59% following political tensions, a government travel warning and reduced flights. Meanwhile, visitors from everywhere else increased approximately 11%, with 14 markets setting August records.
Japan lost an estimated ¥520 billion ($3.3 billion) in Chinese tourist spending during the first half of 2026, yet total inbound spending still increased to ¥4.85 trillion ($30.8 billion).
Why is Japan attracting fewer tourists while making more money? Is the country becoming anti-tourist—and what happens if the global economy slows? Let’s examine the latest JNTO figures.
Source: Japan National Tourism Organization (JNTO)
#Japan #Tourism #JapanTravel #Tokyo #Economy
36 Comments
If a Chinese citizen visits Japan, their social score goes down. Oil/fuel prices are through the roof. Chinese tourists don’t spend much too. They go to shop and barely eat. Barely. I see tons of Chinese just eating at convenience stores.
Current flight prices are almost unaffordable, at least from Europe. Last year, my partner and I were able to fly Premium Economy for 3,200 euros; now it’s 5,600 euros for Economy alone… Unaffordable.
It's quite clear that visitors have declined since March 2026 …. what happened around that time ….
Australians get more annual leave per year so mostly likely stay longer, all of my trips to Japan have been either 4 or 6 weeks.
My current trip is for 6 months and I have been to many less visited areas like Yamagata, you do see the odd tourist but not that many, it is great being in these areas and the Japanese are usually so friendly.
Keep up the foreigner hate. FAFO.
Japan is actively doing things to make tourism more expensive. Hence the natural outcome.
When you treat your tourists like sh*t they stop wanting to come who knew?
I’ll be adding to the numbers in December – I should be categorised “other” coming from South Africa but travelling on British passport as cost of visa has tripled! It’s a shame as it’s still one very few countries that’s not eye wateringly expensive and we can still eat out and shop in 🙁 🇿🇦
On Monday I spent a day in Kochi, Shikoku. What a beautiful place. Need to see more of it next year.
make a silver and bronze route. then advertise them so more tourists will go different ways. =)
omg I'd die to go to that stew fes. I love stew!
Still not packed for my trip October to Japan arriving October 7th and leaving the 22nd. How’s the trending temperature? I will spend 7 days in Tokyo and take my time seeing as much as I can each day using the Yamanote line to get around the core. Is a pass for 7 days with unlimited use? Then going to Kyoto for 3 days, 3 days in Hiroshima before heading back to Tokyo. Would it be better to get Shinkansen tickets per trip to each destination and direct ticket from Hiroshima to Tokyo before leaving on 22nd? Thanks for your time and sage advice. This is my dream trip and I look forward to coming to Japan.
Tourism is down because cost is up. Japan is more expensive for the tourists now.
good, less crowded, less ccp
I have Seen Tottori on my first time in Japan great place to visit, kayak in the ocean, the sand museum the theme was Egypt when I went, the sand dunes and the great onsen in misasa, we were completely alone in a bamboo forest there where you have the abandoned train tracks sooo peaceful 😊
My husband and I best moments was in the country side on our first trip and we are going in 2027 with our teenagers and and mostly going outside of the golden route. Kyushu 10 days, Yamaguchi, kinosaki onsen, amanohashidate, ine, Fukui, tsuruga, toyama, Okayama 😊 I can't wait
If gas prices don’t go down, travel to Japan will go down too. I’m looking at plane tickets for this summer and direct non stop round trip economy from LAX is over $2,000. 😬
Hey John has the nuisance you tubers calmed down in Japan, just wondering. Also i imagine Silver week got a hold put on it for many because of the rain and bad weather in certain areas of Japan
flying to Japan from USA costs a lot more than from Australia, so Americans spend more than Australians
to enjoy the real Japan, don't go to tourist areas
China cant have too many visitors in Japannif they want to attavk Taiwan next year.
Ah, less of the disgusting, arrogant, rude, loud, obnoxious, unbearable and repulsive chinese.
Excellent.
Good, hope it continues to drop. The overtourism has ruined the country, locals can’t even enjoy the beauty of their own country without feeling stressed because of massive crowds and extremely expensive hotels and restaurants.
My salary is going down, I travelled 3 times to japan in 2 years, there was a tourism fever that is slowing down. Japan is lovely, people is getting calmer now, which is good also.
Well isn't that what the government wanted 🤔
I was fortunate to come in spring 2023 and do the Golden Route with minimal tourists due to Japan only being open to Tourists for a few months. Can't wait to go back in 2028 for the Sapporo Snow Festival.
Prices are still pretty high even with the surcharge being reduced. 2 tickets currently cost around the same as 3 I purchased last year for the same time frame. Hopefully it gets better. Dreaming of the day I can afford to take my parents to experience Japanese cuisine and culture.
These are welcoming news for a regular (yearly) japan traveller like me.
The amount of tourists have – ever since i started back in 2008 – gradually (and annoyingly) increased to copious levels, even in places I considered «less known destinations».
Recent years, I have enjoyed hidden treasures in rural settlements to (hopefully) avoid the tourists.
When I consider my path in Japan, I look at the places that I have saved and want to go to and build out the plans to connect the dots with my time frame.
I was in Japan and Korea this summer. It seemed 90% of chinese tourists were in Seoul.
I understand why you and others are encouraging others to explore the country side but most people who travel don't visit small towns in other countries. I live in Alberta, Canada. Everyone goes to Banff, Jasper, Calgary, Edmonton. No one goes to black diamond or Ponoka. That's just the nature of tourism.
C'mon John, tourism from Canada is down by less than 1000 visitors! That's a rounding error. 😂
Tourists finally learn that August is not a goof month to visit Japan.
John this will be my 3rd trip to Japan but it will be 20 years since the last visit. NOT because I don't like Japan but because I love it so much!! There are many places in the world to see.😊 But you are the one who encouraged renting a car in the countryside and that is what we are going to do on our 3rd visit in October!! We'll be in the Japan Alps but still wary of the tourist buses that come and go. Please do a video on goods to buy because on this trip I have more time to shop as I have fewer museums, castles, temples to visit. Plus more $$ since I'm not dragging my kids along with me for a family vacation. THANK YOU JOHN FOR ALL YOU DO.
I want to visit every year, but it's a 17hour flight.
Good news then. So what are the chances i get less crowded places when i visit next week?