Japan National Tourism Organisation reveals highlights for 2025

The Japan National Tourism Organisation (JNTO) reports that, this year, the country’s tourism experienced remarkable expansion, with eight straight months of record-breaking arrivals. 

By September, total visits had already climbed to 26.88 million, surpassing the 25.06 million visitors from the previous year. 

Equally, UK traveller numbers are set to exceed the 2023 figure of 321,482 by the end of October, continuing the growing interest in Japan as a travel destination. 

Looking ahead to 2025, JNTO will continue to focus on three key pillars: luxury, adventure and sustainability. 

The expansion of luxury travel

Japan’s luxury scene is set to expand with several high-end hotel openings planned across the country. 

Among them is Fairmont Tokyo, featuring 219 rooms with stunning views of Tokyo Bay, with JW Marriott Hotel Tokyo also making the brand’s debut in Japan’s capital. 

In Hokkaido, the InterContinental Sapporo is scheduled to open, expanding northern Japan’s luxury offerings.

Osaka, in particular, is undergoing a transformation in preparation for the World Expo 2025, expected to welcome 28 million visitors from 153 countries and regions and 8 international organisations. 

The Waldorf Astoria Osaka and the rebranded RIHGA Royal Hotel, part of IHG’s Vignette Collection, are set to elevate the city’s hospitality scene. 

These developments complement recent openings like the Four Seasons Hotel Osaka and the renovated Ritz-Carlton Osaka, which underwent a major refresh in 2024. 

The great outdoors

AdventureWeek Okinawa, set for autumn 2024, will showcase the island’s wide range of adventures like diving and hiking alongside an exploration of Okinawa’s cultural traditions, including  yuimaru (mutual support). 

Visitors will also experience the island’s natural beauty and spiritual heritage. 

Additionally, in 2025, Okinawa will debut Junglia, a nature-focused theme park, designed to offer unique experiences in the region’s forests, further highlighting Okinawa’s reputation as a destination for both adventure and nature-focused tourism. 

For ski enthusiasts, Niseko in Hokkaido will introduce the Hirafu Gondola for the 2024-2025 season (30 November to 31 March), replacing the iconic Ace Quad Lift #2. Adding to the luxury of winter escapes, Nikko Style Niseko Hanazono will open in December 2024, offering private hot springs for a relaxing retreat. 

The art of sustainable travel

Japan is embracing sustainable travel by promoting eco-tourism and preserving its cultural heritage. A newly opened 410 km Hokkaido East Trail, which connects three national parks: Shiretoko, Akan-Mashu and Kushiro Marsh. 

Shiretoko National Park, celebrating its 20th anniversary as a UNESCO World Heritage site in 2025, will host special events to mark the occasion.

The country’s sustainability measures go beyond just environmental initiatives; the efforts include the National Ainu Museum and Park (Upopoy) in Hokkaido, which celebrates its fifth anniversary in 2025. 

Upopoy serves as a cultural hub to revitalise and share the traditions of the Ainu, Japan’s Indigenous people, fostering greater respect for Japan’s Indigenous heritage. 

A deep sense of history

Next year, Japan will also commemorate 80 years since the atomic bombings of Hiroshima and Nagasaki. 

Memorial ceremonies on 6 August in Hiroshima and 9 August in Nagasaki will honour the victims. 

The Nagasaki Peace Bunkasai 2025 will feature cultural events and exhibitions that focus on peace and education. 

This initiative promotes both remembrance and sustainability in cultural education, encouraging a global dialogue about the importance of peace.