2025年日本外国游客首次突破4000万人，达到4270万人，较2024年的3690万人增长约15.7%，而2024年同比增幅为47.1%。全年访日消费约9.5万亿日元（约600亿美元），创历史新高。尽管中国游客在12月同比大幅下降约45%，当月总访客数仍达360万人，显示来自其他国家和地区的增长抵消了部分下滑。

结构性变化正在显现。2025年亚洲游客数量虽较2019年有所回升，但来自欧洲、美国和澳大利亚的增长同样显著，推动客源多元化。中国游客在1月至10月期间保持40.7%的同比增长，但11月仅增长3%，12月降至约33万人，反映出政策与外交因素的即时影响。尽管如此，全年总量仍刷新纪录。

前景显示增速放缓。日本目标到2030年吸引6000万国际游客，但旅行社JTB预计2026年外国游客将降至4140万人，出现五年来首次同比下降，原因包括需求快速修复后的自然回落以及来自中国和香港的需求减弱。官方态度更为谨慎，同时强调提升高消费游客比例并缓解过度旅游，以实现长期可持续增长。

In 2025, foreign visitors to Japan surpassed 40 million for the first time, reaching 42.7 million, up about 15.7% from 36.9 million in 2024, when year-on-year growth was 47.1%. Annual visitor spending hit a record roughly 9.5 trillion yen, or about $60 billion. Despite a sharp year-on-year decline of about 45% in Chinese visitors in December, total monthly arrivals still reached 3.6 million, showing that growth from other regions offset the drop.

Structural shifts are evident. While Asian arrivals in 2025 exceeded pre-2019 levels, growth from Europe, the US, and Australia was also strong, supporting diversification of inbound markets. Chinese visitor numbers rose 40.7% year on year from January to October, slowed to 3% growth in November, and fell to around 330,000 in December, reflecting immediate policy and diplomatic effects. Even so, the annual total still set a new record.

The outlook points to slower growth. Japan aims for 60 million international visitors by 2030, but travel agency JTB forecasts 41.4 million visitors in 2026, marking the first year-on-year decline in five years due to demand normalization and weaker inflows from China and Hong Kong. Officials remain cautious while emphasizing higher-spending tourists and measures to address over-tourism to sustain long-term growth.