Japan welcomed more than 10 million international visitors in the first quarter of 2025, its fastest pace yet, fueled by a weak yen and growing global interest in its cultural attractions, officials said Wednesday.

According to data released Wednesday by the Japan National Tourism Organization (JNTO), more than 3.5 million foreign travelers visited the country in March alone, pushing the total to 10.54 million visitors by the end of Q1. This year’s surge outpaces 2024’s figures, when the same threshold was reached a month later, in April.

Weakened yen

Industry observers point to the weakened yen as a significant factor behind the unprecedented influx, making Japan a more affordable destination for travelers across the globe. The trend has provided a vital lift to the economy, particularly as tourism-related expenditures are now ranked as the second-largest export contributor, following automobiles and outpacing electronics.

March’s visitor numbers were bolstered by the country’s iconic cherry blossom season, a perennial draw for tourists. The JNTO reported that the United States and Canada both recorded all-time monthly highs in tourist arrivals during the month.

The momentum is expected to continue through the rest of the year. If current trends hold, Japan is on track to surpass its 2024 record of 36.87 million total visitors — the highest in its tourism history.

Visitor spending is also reaching new heights. From January to March, foreign tourists spent an estimated 2.27 trillion yen (approximately $16 billion), according to preliminary data from Japan's Ministry of Land, Infrastructure, Transport and Tourism. This marks a 28.4% increase from the same period last year.

In 2024, international visitors spent a total of 8.1 trillion yen, representing a 53% jump from the year prior.