Japanese tourism has grown by 67% in the world and is experiencing a big growth in Spain
More than 4.8 million Japanese travelled abroad during the first five months of 2024, 67.22% more than in the same period of 2023, according to data from the Japan National Tourism Organization (JNTO). The situation has encouraged tourism to nearby Asian destinations, although this summer has also seen some recovery in demand for destinations further afield, including Europe. In the second quarter of 2024, the number of Japanese visitors to Spain increased by 55.1% and spending grew by 83.8%.
The number of outbound travellers continues to recover steadily this year. According to data from the Japan National Tourism Organization (JNTO), gathered in a study by Turespaña. Thus, a total of 4,867,700 Japanese travelled abroad during the first five months of the year, 67.22% more than in the same period of 2023, and 39.32% less than in 2019. Air fares and fuel costs remain high, and the devaluation of the yen also affects the price of foreign travel, making it difficult for those with lower disposable income to travel.
This situation continues to encourage tourism to nearby Asian destinations, although this summer there has been some recovery in demand for destinations further afield, with Europe maintaining a relatively high demand. According to a ranking of the number of bookings for the summer holidays (15 July to 31 August) published by JTB, the most popular destination for guided tours is Italy, followed by Central and Eastern Europe, Switzerland, Spain and Portugal. In terms of FIT travel, according to a ranking published by Expedia, Seoul and Hawaii are the most popular destinations. Two European destinations made it into the top 10: Paris (3rd) and London (9th).
As far as connectivity is concerned, operations are returning to normal. The summer season 2024 operations reached 95% of operations in winter 2019, although Europe-bound flights are taking longer to recover (62% of operations compared to winter 2019), due to price increases and the conflict in Ukraine continuing to affect flight routes and their duration. In addition, the current strong demand for Japan as a tourist destination is making it difficult for Japanese travel agencies to secure seats for their groups. Good news for the sector is the recovery of Iberia's direct flight from Tokyo to Madrid from 27 October, which will fly three times a week, according to the Turespaña study.
Strong increase in Japanese visitors to Spain
With regard to Japanese tourists visiting Spain, 2023 closed with a powerful three-digit year-on-year rebound in the number of tourists (+150.7%) and in overnight hotel stays (+128.4%). The estimated expenditure, even though it also showed an excellent performance, with a very significant growth, was still somewhat lower than that of the other two variables mentioned (+71.8%). However, tourists, spend and overnight stays are still well below pre-pandemic levels, as is the case for other major source markets in Asia.
Last year, just over 311,000 Japanese tourists travelled to Spain, representing 0.4% of the total number of tourists received, spending an estimated 842 million euros (0.8% of the total). The average expenditure per person and per day was 2,705 and 490 euros, respectively, while the average stay was 5.5 nights.
The main motivation of Japanese tourists visiting Spain was leisure (72% of the total), followed by business (24%). They stayed mostly in hotels (93%), and travelled mainly without a package tour (80%). Those who travelled alone previaled (29%). The main activities were cultural visits (63%), shopping (60%) and visits to cities (47%) (Turespaña estimate based on INE microdata). In the second quarter of 2024, the Japanese market recorded significant growth compared to 2023, with a double-digit increase in both the number of tourists (+55.1%) and nominal expenditure (83.8%) (Turespaña estimate based on INE microdata).
Japan: exponential growth as a destination and a record increase in Spanish interest
Japan has emerged in recent years as one of the world's most attractive and fascinating tourist destinations, consolidating its position as a rapidly expanding inbound market. Its rich history, a culture deeply rooted in ancient traditions, and a modernity that coexists with breathtaking natural landscapes have captured the attention of millions of international visitors.
Since Japan reopened its borders after the pandemic restrictions, the country has seen a remarkable rebound in tourist arrivals, resulting in record numbers year after year. Among the markets with the biggest growth, Spain stands out, with a 60% increase in the number of tourists between January and July 2024 compared to the same period in 2023. This boom reflects travellers' interest in discovering the unique balance between tradition and technological innovation that characterises Japan.
Promotional efforts by the Japan National Tourism Organisation (JNTO), together with improved air connectivity and a growing range of services tailored to foreign tourists, have contributed significantly to this growth. In addition, global events such as the Tokyo 2020 Olympic Games and the expansion of rural tourism have further diversified the experiences Japan has to offer, positioning it as a dream destination for both culture lovers and explorers in search of new adventures.