Why are millions still flocking to Japan—and is it worth the hype?
Japan’s popularity isn’t slowing down anytime soon. In fact, the island nation just hit a new record with 36.8 million tourists in 2024, according to the Japan National Tourism Organization. That’s even more than the previous record of 31.9 million in 2019. So, what’s behind this booming interest?
The answer lies in a compelling mix of traditional charm, high-tech modernity, unforgettable food, and pop culture appeal. From anime lovers and history buffs to foodies and spiritual seekers, Japan seems to have something for everyone. And with a strong U.S. dollar compared to the yen, it’s also becoming a great value destination—especially for American travelers. In fact, a record 2.7 million Americans visited Japan last year, a massive 30% increase from 2023.
So, is now the perfect time to plan a trip to Japan?
A Cultural Contrast That Works
Melissa DaSilva, interim CEO of TTC Tour Brands, believes Japan’s unique identity makes it irresistible. “It’s a really interesting destination in that it embraces cutting-edge technology, but also focuses on maintaining those time-honored traditions,” she said. “That balance is a beautiful thing.”
Tours like Trafalgar’s Classic Japan, an 11-day experience from Tokyo to Osaka, saw a staggering 93% year-over-year rise in bookings. EF World Journeys also reported a 33% jump in Japan tours across their brands, prompting the launch of two new Japan itineraries.
Japan’s popularity is being fueled not just by its heritage but also by modern cultural exports. The global boom in anime, Japanese streetwear, and food-centric TV shows (like FX’s Shogun) is drawing in curious travelers. Social media influencers sharing scenic views, quirky vending machines, and sushi feasts are only amplifying the interest.
Foodies Rejoice: Japan’s Culinary Allure
Japan’s dining scene has become a central reason people choose to visit. “There’s definitely a shift,” said Scott Avera, president of luxury tour company Alexander + Roberts. “Earlier travelers came mostly for the landmarks. Now, they want to experience food and culture firsthand.”
From street-side ramen stalls and sushi counters to Michelin-starred kaiseki experiences, food is a major connector. Travelers are also seeking out local markets, sake tastings, and immersive cooking classes.
Is Overtourism a Problem in Japan?
Yes—and no. With Japan aiming to reach 60 million foreign visitors by 2030, overtourism is becoming a serious consideration. Popular sites in cities like Kyoto and Tokyo can get crowded, especially during cherry blossom season or holidays.
But tour operators are getting smarter. Companies like EF are encouraging off-season travel and shoulder-season tours to spread out the flow of visitors. Trafalgar now offers early morning or after-hours visits to famous spots to avoid the crowds.
And what if you want something quieter and more authentic?
Underrated Gems: Go Beyond the Usual Stops
Experts suggest venturing beyond the big cities. David Peat of Audley Travel says travelers can still enjoy iconic places like Kyoto without the crowds—just by wandering a few streets away from the tourist hotspots.
Want a quieter Kyoto? Try Kanazawa, often called “little Kyoto,” known for its preserved samurai and geisha districts. Looking for hot springs but want to skip Hakone’s crowds? Yamanashi is a serene alternative with mountain views and traditional inns.
EF’s Lael Kassis also recommends Takayama, a town that blends Edo-era vibes with peaceful mountain charm, or Koyasan, a spiritual retreat tucked in the forested hills, where visitors can even stay in temple lodgings.
“These lesser-known spots often end up being people’s favorite part of the trip,” says Kassis. “You get better access to sites and deeper interactions with locals.”
So, Should You Go to Japan in 2025?
Absolutely—but plan smart. With its deep culture, unforgettable cuisine, and growing list of off-the-beaten-path destinations, Japan is more than worth the hype. The key is timing your visit wisely, exploring beyond the obvious, and staying open to new experiences.
Because in Japan, every alley hides a story, every bite tells a tale, and every trip leaves you wanting more.
Ready to explore Japan beyond the crowds? From quiet temples to culinary trails, discover why travelers keep coming back—and how you can do it differently.
Source: https://www.travelweekly.com/Travel-News/Tour-Operators/Japan-is-a-red-hot-destination
