Surge in Australian Tourism to Japan as Visitor Numbers Hit Record High

In 2024, close to 1 million Australians traveled to Japan, representing a significant 50% increase in visitor numbers compared to previous years. This surge is part of a broader trend, as Japan recorded an overall total of 36.87 million visitors last year, surpassing the previous record of 31.9 million set in 2019.

The number of Australian visitors climbed to 920,200 from 613,062 in 2023, indicating a growing interest in Japan as a travel destination. Dr. Shiro Armstrong, director of the Australia-Japanese Research Centre at the Australian National University, noted that this increase is noteworthy, highlighting the prevalence of Australian accents in places like Tokyo, which suggests a growing familiarity with Australian tourists among local businesses.

Dining in Japan is particularly enticing for Australians due to lower prices, which have remained stable for decades. The economic context, including a sluggish performance in the Japanese economy and a weakened yen, has also contributed to the growing trend of Australians visiting Japan compared to previous years when Japanese tourists predominantly traveled to Australia.

Dr. Armstrong, who is currently enjoying his own trip to Japan, has observed an increasing presence of Australians while traveling. He remarked on the high demand for flights between the two countries, with both availability and costs reflecting this increased interest.

Wanping Aw, managing director of TokudAw travel agency, pointed out that Australians are now exploring Japan's lesser-known ski resorts instead of just the typical tourist spots. This shift in travel habits indicates that Japan has become an attractive destination, akin to Bali for Australians.

Despite concerns about over-tourism affecting local communities, the weak yen has played a crucial role in attracting a substantial number of visitors. The current exchange rate has made travel more affordable for Australians, enhancing the allure of visiting Japan.

In terms of economic impact, the Japan National Tourism Organization reported that tourism expenditures reached around $83 billion AUD in 2024, more than doubling from the previous year. Travel consultant Teppei Kawanishi expressed optimism about these figures, indicating a positive trend not only in visitor numbers but also in their spending habits.

Finally, December 2024 marked an unprecedented month for tourism, with 3.49 million visitors recorded, driven by school holidays and festive travel demands from various markets, according to the JNTO. This growth in tourism underscores Japan's increasing appeal as a travel destination, bolstered by strategic efforts to improve accessibility and enhance the visitor experience.