Australia Sees Remarkable Surge in Tourism to Japan
In an impressive spike in travel trends, nearly one million Australians visited Japan in 2024, marking a remarkable 50 percent increase in visitor numbers from the previous year. According to recent data, Japan welcomed a staggering 36.87 million tourists throughout the year, surpassing the previous record set in 2019 when 31.9 million visitors flocked to the nation.
The Rise in Australian Visitors
The Australian National University’s Australia-Japanese Research Centre director, Dr. Shiro Armstrong, highlighted that Australian tourists have significantly contributed to Japan’s tourism renaissance. In 2024, 920,200 Australians made the journey to Japan compared to 613,062 in 2023. ‘The 50 percent increase in Australian tourists to Japan from 2023 to 2024 is remarkable,’ said Dr. Armstrong. ‘You can hear a multitude of Australian accents in Tokyo, with many bars and restaurants adapting to cater for their preferences.’
One factor driving this influx is the favourable exchange rate. With the current rate of one Australian dollar valued at approximately 97 yen, Japanese living costs, especially in dining, have become considerably more attractive. Dr. Armstrong elaborated on the affordability of dining in Japan. ‘Eating out is very affordable compared to Australia due to the low wage costs,’ he explained, noting that prices have remained relatively stable since Japan’s economic bubble burst in the early 1990s.
Shifts in Travel Dynamics
The shift in travel patterns has also been influenced by the ongoing economic stagnation in Japan and the depreciation of the yen, which have combined to attract foreign tourists in greater numbers. Dr. Armstrong pointed out that prior to COVID-19, tourist flows were predominantly in favour of Japanese visitors to Australia, but this has now reversed.
Dr. Armstrong recently experienced this firsthand during his snowboarding trip in Japan, noting the prevalence of Australians on the slopes. ‘I’ve just spent three days snowboarding, and I constantly hear Aussie accents, including from many of the ski school instructors,’ he remarked. His experiences highlight the burgeoning popularity of Japan as a winter destination, especially during the peak ski season.
A Shift in Destination Preferences
According to Wanping Aw, managing director of TokudAw travel agency, Australian travelers are increasingly exploring lesser-known ski destinations in Japan. ‘We are seeing a lot of guests from Australia,’ Aw stated. ‘They have told us that coming to Japan is like the new Bali to them.’ This sentiment reflects a growing trend where visitors seek out unique experiences beyond the traditionally popular tourist sites.
However, this rise in tourism has not come without its challenges. Japanese authorities have expressed concerns regarding ‘over-tourism,’ which can detract from the local quality of life despite the economic benefits that increased visitor numbers bring. The influx of tourists coinciding with the peak holiday season has set the stage for a potentially transformative impact on the travel landscape in Japan.
Record Spending by Tourists
The Japan National Tourism Organization has reported that tourism spending has now become Japan’s second-largest export sector, trailing only the automotive industry. Preliminary figures indicate that visitors spent about AUD 83 billion in 2024, more than double the amount recorded in the previous year. Travel industry consultant Teppei Kawanishi noted this increase in spending is encouraging. ‘The fact that not just the number of visitors is increasing, but also the amount of money they spend is a positive thing,’ he concluded.
The month of December also set a new benchmark with an all-time high of 3.49 million visitors, driven by school holidays and increased holiday-related travel demand across various markets. As Japan continues to attract international tourists, the balance between welcoming visitors and preserving local culture and quality of life remains a crucial conversation in the tourism sector.
As Australia enjoys its summer, many Australians are opting to escape the heat and explore the winter wonderland that Japan has to offer. With favorable exchange rates, diverse tourist offerings, and a warming relationship between the two nations, Japan has clearly established itself as a prime travel destination for Australians in the years to come.
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