Japan’s Tourism Agency reported that international visitor overnight stays rose 8.2% in 2025 to 178 million. Tottori Prefecture saw the fastest growth, with foreign guest nights increasing nearly 70%, highlighting a growing trend of travelers exploring Japan’s regional destinations.
TOKYO, JAPAN (MERXWIRE) – According to the Overnight Travel Statistics Survey released by the Japan Tourism Agency, the total number of overnight stays at accommodation facilities in Japan slightly declined in 2025 compared with the previous year. However, overnight stays by international visitors continued to grow, rising 8.2% to reach 177.87 million guest nights.
The report also shows significant increases in foreign guest nights in several regional prefectures. Tottori Prefecture recorded the most notable growth, with an increase of nearly 70%, indicating rising interest among overseas travelers in deeper regional travel experiences across Japan.
Data also shows that the nationwide hotel occupancy rate in 2025 reached 61.8%. Osaka Prefecture recorded the highest occupancy rate in the country at 78.8%. While demand in major cities remains strong, the number of nights spent by international visitors in regional areas has grown significantly. According to the agency’s preliminary 2025 data, the prefectures with the largest increases in foreign guest nights were Tottori Prefecture (up 68.0% year-on-year), followed by Niigata Prefecture (up 55.3%) and Mie Prefecture (up 54.3%).
Analysts note that the sharp rise in foreign visitors to Tottori is partly driven by expanded international flight routes and the influence of Japanese anime culture. Beginning in March 2025, flights between Yonago Airport and Seoul increased from three to five per week, with daily flights scheduled to begin in December. In addition, a new route between Yonago Airport and Taipei began operating in May 2025 with two flights per week. Visitors from South Korea and Taiwan are expected to account for about 40% of all foreign tourists to the prefecture in 2025.
The influence of Japanese pop culture has also played a significant role. Following the overseas release of the anime adaptation of GeGeGe no Kitaro, tourism related to the series has increased. According to analysis by Navitime Japan, visitor numbers to Mizuki Shigeru Road in Sakaiminato City — a popular attraction dedicated to the manga creator — rose approximately 2.8 times compared with the same period a year earlier (June to August).
Consumer Aesthetics and Cultural Tourism Society advises overseas travelers visiting regional Japan to take time to explore local culture and cuisine, enjoy scenic towns at a slower pace, and participate in hands-on experiences such as traditional crafts, local festivals, and culinary tours. These activities, the society notes, provide a deeper understanding of Japan beyond its major tourist cities.
Overall, while domestic and international travelers tend to visit different destinations in Japan, more overseas visitors are beginning to explore regional areas. Many are seeking local culture, regional cuisine, and towns that preserve the nostalgic atmosphere of the Showa era, rather than focusing solely on major tourist cities with large theme parks or entertainment facilities.
Media Contacts:
Consumer Aesthetics and Cultural Tourism Society
PR Agency:
MERXWIRE INC.
Ada Huang
SOURCE: Consumer Aesthetics and Cultural Tourism Society