As we reported before, the number of international visitors to Japan for the first half of 2026 was down 2.0% year on year to 21,084,800. Despite the year-on-year reduction, visitors from 15 source markets in June 2026 were record-high for June. 

Visitors from long-haul source markets (US, Canada, Australia, UK, France, Germany, Italy and Spain) particularly continue growing, tripling from 2.45 million visitors to 7.03 million visitors for the last decade. The ratio of visitors from these markets expanded from 12.4% to 16.5%.

Makiyu Deguchi, JNTO Director, said, “Markets have been diversified. According to the JNTO survey Japan was No.1 destination to go in France, Italy, Spain, Australia, US and Canada and the ranking of Japan rose in seven source markets compared to the last survey.

It is notable that family travelers with kids from these source markets have recently been increasing. The data show that the growth rates of 0 to 9 years old visitors and of 10 to 10 years old visitors were 3.2 times and 4.0 times respectively, which were bigger than the whole average of 2.9 times. 

Deguchi said, “Japan is not a niche destination any more for them, but becomes a standard destination.” Also, JNTO sees that Japan is recognized as a safe destination for family travel. 

Japan’s original wellness for US

Among the long-haul source markets, the US market continues growing as visitors from US increased by 7.1% for the first half of 2026. Spending per traveler increased by 79% to 339,708 yen in 2025 compared to 2019, and US was the most-spent market in Japan for the second quarter of 2026. In addition, the ratio of staying in local areas by US visitors was high at around 20% of the total. 

For the growing US market, JNTO is appealing Japan’s original wellness tourism, focusing on culture and tradition, communication with local people, gastronomy and staying in nature as contents beyond stereotyped wellness contents, such as yoga or spa. 

JNTO aims to attract visitors to the region and encourage longer stays by promoting a wellness concept that fosters physical and mental balance, leading to inner fulfillment and personal rejuvenation, through connections with Japan’s nature, culture, and local community.

JNTO has begun delivering movie advertisement titled ‘Breathe in JAPAN,’ for which Shimane as a destination to touch Japan’s original pray, gratitude and connection cultures and Mie as a destination to experience culture and tradition through communication with local people are featured first.