June sees a surge in Italian tourists, as the Expo effect continues in Japan

June saw a surge in tourist numbers. The number of Italians arriving in Japan last June reached 21,500. This was more than the number who arrived in the same month last year, at the height of the Expo. Overall, the figures are in line with expectations. Just over 135,000 visitors in the first half of the year, compared with 136,000 in 2025, a sign that the boost from the World Expo is continuing well beyond its closing date. As at 31 December last year, the Land of the Rising Sun recorded a total of 42,683,000 visitors, compared with around 36 million in 2024. Apart from visitor flows from neighbouring countries and the high numbers of tourists from Canada, Australia and the US, Italia ranks only behind Germany, France and the UK. Rome, however, is showing an interesting trend of Italians discovering the island’s beauty, history and culinary heritage. The increase in Italian visitors is the second highest in Europe, just behind Spain (34.7 per cent). This figure indicates that Japan – with which Italia has enjoyed 160 years of diplomatic relations – has firmly established itself in Italians’ travel imagination, no longer as a niche destination but as a key long-haul destination. When it comes to cities, the lead is clear. Tokyo is the number one destination for foreign tourists in Japan. Among Italians, the figure is even more striking: 95 per cent include Tokyo in their itinerary, compared with 73 per cent for Kyoto. The capital, followed by a visit to Mount Fuji, thus confirms its status as the country’s prime gateway, offering a single trip that combines tradition, cutting-edge culture and pop culture.

The figures for outbound travel, too – although those for the current year are not yet available – point to a willingness to travel and a gradual increase in interest. According to data provided by JNTO, the Japan National Tourism Organisation, the number of Japanese travellers abroad in 2023 exceeded 9.6 million, representing a 247.2 per cent increase compared with 2022. These figures are a far cry from the more than 40 million overseas trips recorded in 2019 and the average for the pre-Covid decade. It should be noted that 2024 saw further growth, with the figure for 2025 exceeding 14.7 million visitors to various foreign countries. As regards tourist flows to Italy, as reported by Infocamercatiesteri, ISTAT figures for 2023 indicate over 1 million Japanese visitors, an increase of 218.6 per cent compared with 2022 (over 354,000). Based on the available information, the average length of stay is six nights, to which an average of two days’ travel time must be added (source: ENIT analysis of ISTAT and UNWTO data). Itineraries including Rome, Florence, Venice and Milan are among the best-selling holiday packages. In the Asia-Pacific region, Taiwan, Hawaii, Guam, South Korea and Thailand compete with Italia as tourist destinations, whilst in Europe, our main competitors are France, Spain, the United Kingdom and Germany. The ‘Brand Italia’ remains very strong and recognisable in the eyes of Japanese consumers, mainly due to the presence of major brands, which are particularly well-known in the fashion and sports car sectors and, increasingly, in food and wine. Tourism to Italia still has considerable scope for growth, particularly if the promotion of our UNESCO sites is stepped up, whilst emphasising their protection and conservation. A market survey – dated 2024 – by the Ministry of Internal Affairs and Communications (MIC) confirmed that internet use in Japan is extremely widespread across all age groups: 76 per cent of Japanese tourists book their trips online, consulting travel websites to gather information and read ‘guest reviews’ before booking hotels and purchasing package holidays.