Japan’s tourism industry is enjoying a remarkable surge in international interest, with visitor numbers reaching record levels and travellers increasingly seeking authentic experiences beyond the country’s most famous cities.
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According to figures issued by the Japan National Tourism Organization (JNTO), the country welcomed more than 42.7 million international visitors in 2025, reflecting a growing demand to explore Japanese culture.
“Trend-wise, in terms of the numbers, it's really increasing – Japan is booming,” says Sayaka Usui, director of the Frankfurt office for JNTO, in an interview with Euronews Travel at the ITB Berlin travel trade fair.
For many visitors going to Japan for the first time, classic destinations like Tokyo and Kyoto remain a major draw with their temples and historic neighbourhoods. Yet repeat visitors are increasingly venturing beyond these popular routes.
“It’s a mix,” says Usui. “For first-time visitors, Japan is Japan, so they're looking for traditional Japan – Tokyo, Kyoto, temples, food.”
And what about repeat visitors? “They are looking for more regional areas and more authentic experiences,” she adds.
This shift is encouraging tourism authorities to highlight lesser-known regions across the country, from rural mountain trails to coastal routes and historic villages that offer a glimpse into traditional Japanese life.
Japan’s efficient transport network also makes exploring these areas easier than many travellers expect.
“The public transportation system in Japan is really significant,” Usui says. “Trains are available, buses are available. English information is also available, so you do not need to be worried or afraid of exploring a step further.”
Unique hotels blending tradition and luxury
Japan’s tourism boom has sparked a wave of hotel openings – not only in Tokyo and Osaka, but also in regional destinations. Many of which are unique properties.
“In certain areas there’s new hotels that are renovating the old traditional type of houses to make it more like a unique luxurious hotel,” Usui explains.
“So visitors can enjoy the old type of architecture but inside it's very modern with very beautiful delicious gastronomy.”
This combination of cultural authenticity and modern comfort is proving particularly attractive for travellers looking to connect with local traditions.
Outdoor adventures gain momentum
Alongside culture and cuisine, outdoor tourism is becoming one of Japan’s fastest-growing travel segments, particularly among European travellers seeking sustainable and adventure-led experiences.
“Nature is one of the important passion theme, especially for travellers from Europe,” Usui says. “Japan offers a lot of experiences, starting from traditional and cultural, but there is also a very good mix of nature experiences.”
Across the country, ancient trails, coastal paths and mountain landscapes offer opportunities for hiking and exploration.
One standout example is the historic Nakasendo trail in Nagano, an ancient postal road connecting Edo (modern-day Tokyo) and Kyoto during the Edo period.
“There are very old houses where people still live, so you can enjoy the daily life in those kind of old traditional villages,” Usui says.
“There's cafes, there's shops, you can communicate, interact with people living there, and then go back hiking within the old traditional world. So that's one mix with nature and trekking.”
Other highlights include the Shikoku pilgrimage route connecting 88 Buddhist temples on Shikoku Island and the dramatic 1,025km-long Michinoku Coastal Trail in northern Japan.
The north remains relatively under-visited compared to Japan’s major cities but is easily accessible from Tokyo via the country’s high-speed rail network.
Green Expo 2027 to spotlight natural attractions
Japan is preparing for another major international event aimed at showcasing its natural heritage and commitment to sustainability.
Following the success of Expo 2025 in Osaka, Yokohama will host the Green Expo 2027 – a global event focused on environmental themes, nature and culture.
“As it is a green expo, its main topic theme will be nature, green, sustainability, resilience,” she explains. “Not only cherry blossoms, but various types of flowers in national parks.”
The expo will run from March to September 2027 and visitors will be able to explore large-scale garden landscapes and flower displays, international pavilions and themed exhibition “villages”, as well as interactive programmes highlighting sustainable agriculture, urban greening and biodiversity.
Alongside displays of seasonal blooms, traditional practices such as ikebana and bonsai will showcase Japan’s deep cultural relationship with nature, while food and farming exhibitions will introduce regional produce and culinary traditions shaped by the land.
With tourism continuing to surge, Japan’s tourism authorities are keen to encourage travellers to explore throughout the year rather than focusing only on the peak seasons.
“Japan offers four seasons,” Usui says. “Every month of the year you can find authentic experiences in Japan.”