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Home » Japan Travel News » Japan’s Tourism Soared to New Heights in 2025 with Nearly Four Million Visitors, Energized by EXPO 2025 and the Hidden Gems of Lesser-Known Regional Attractions Thursday, June 5, 2025In 2025, Japan’s tourism industry reached new heights, with nearly four million visitors arriving, thanks to two key factors. The global attention generated by EXPO 2025, a major international event showcasing cutting-edge technology and culture, played a significant role in attracting visitors. Additionally, Japan’s strategic push to promote lesser-known regional attractions gave tourists the opportunity to explore the country’s hidden gems, diversifying the travel experience beyond the bustling cities of Tokyo and Kyoto. This combination of world-class events and off-the-beaten-path destinations contributed to the unprecedented surge in international visitors, marking a historic year for Japan’s tourism sector.To sustain this momentum, the Japan National Tourism Organization (JNTO) is actively promoting a more diverse tourism experience. While iconic cities such as Tokyo and Kyoto remain top choices for travelers, there is a concerted effort to encourage visitors to explore beyond Japan’s metropolitan hubs. JNTO aims to spotlight the country’s lesser-known regions, allowing tourists to discover hidden gems that offer authentic cultural experiences and natural beauty. This strategy not only aims to balance tourism across the nation but also supports local economies by spreading the benefits of travel to more remote areas.A significant event that is capturing global attention in 2025 is EXPO 2025 in Osaka. Having opened on April 13, 2025, EXPO 2025 has already attracted nearly five million visitors, eager to experience the latest innovations in technology and sustainability. With 158 countries participating, the event showcases cutting-edge developments in science, technology, and culture through interactive pavilions and exhibits. The EXPO will run until October 13, 2025, providing a platform for global dialogue and future-focused discussions. Its successful debut has greatly enhanced Japan’s appeal as a tourist destination, attracting an international crowd keen to witness the future of innovation.In addition to EXPO 2025, Japan is hosting the Setouchi Triennale, a renowned contemporary art festival held every three years on the islands of the Seto Inland Sea. The festival, running from spring through fall until November 9, 2025, invites visitors to explore the Setouchi region while engaging with contemporary art in a stunning natural setting. The 100-day event features a diverse range of art installations that blend seamlessly with the landscape, providing an immersive cultural experience. The Setouchi Triennale offers tourists the chance to explore some of Japan’s most tranquil and picturesque islands, making it a unique cultural and artistic journey.These events, EXPO 2025 and the Setouchi Triennale, are central to Japan’s tourism efforts in 2025, offering visitors the opportunity to experience a combination of innovation, technology, and art. By continuing to host world-class events and promoting lesser-known regions, Japan is positioning itself as a multifaceted destination that appeals to a wide range of travelers. These events not only attract international attention but also serve to highlight Japan’s diverse culture and landscape.In 2025, Japan’s tourism soared to new heights, reaching nearly four million visitors, driven by the global appeal of EXPO 2025 and the discovery of the country’s hidden regional gems. This surge highlights Japan’s successful strategy in diversifying its tourism offerings beyond major cities.Looking toward the future, Japan’s tourism sector is poised for sustained growth, with efforts focused on expanding tourism experiences beyond traditional attractions. Whether it’s through groundbreaking events like EXPO 2025 or cultural festivals like the Setouchi Triennale, Japan offers a dynamic range of experiences that cater to every type of traveler. As the country continues to evolve its tourism offerings, it remains a premier destination for those seeking both tradition and innovation, natural beauty, and urban sophistication.
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