Japan National Tourism Organization (JNTO) reported that local consumption by high-valued inbound travelers to Japan amounted to 1 trillion yen in 2023, about 50.6% more than 2019. The growth rate was higher than 17.6% of the world average or the growth rate of all inbound travelers in 2023 (10.2%). The ratio of consumption by high-valued inbound travelers rose from 14% in 2019 to 19.1% in 2024.
JNTO defines inbound travelers spending 1 million yen or more in traveling in Japan as high-valued travelers.
The number of high-valued inbound travelers was up 83.2% to about 590,000, and the growth rate was higher than 32.5% of the world average. The ratio of high-valued inbound travelers out of the total rose from 1.0% in 2019 to 2.4% in 2024.
Top 3 source markets in consumption by high-valued inbound travelers were China (23% of the total), U.S. (16.3%) and Taiwan (13.1%), and top 3 source markets in the number of high-valued inbound travelers were China (24.6%), U.S. (16.5%) and Taiwan (12.7%).
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