Japan Reports Surge in Arrivals from India

In 2024, Japan saw 233,000 Indians visit the country, a 40% increase from the previous year, according to data from Japan National Tourism Organization.

What's behind this boom? The biggest factor: Increased air connectivity making Japan more accessible than ever to Indian travelers. The winter 2024-2025 schedule features 26 weekly direct flights connecting Delhi, Mumbai, and Bengaluru to Japan.

“Improved connectivity through increased flight frequencies and promotional fares has significantly improved the travel experience for Indian tourists, making Japan more accessible and affordable,” Ryo Bunno, executive director at JNTO, Delhi office, told Skift.

In 2024, direct flights between Bengaluru and Tokyo increased from three to five per week, with plans to soon expand this to a daily service, according to Bunno.

And where direct connectivity has not been possible, codeshare agreements have come in handy to connect Tier-2 Indian cities to Japan. Bunno said Japan would further look to increase connectivity between the two countries.

“A prospering Indian economy and improved direct airline connectivity with codeshare agreements have made travel to Japan more accessible from multiple Indian cities,” he said. “To sustain this, we aim to strengthen these initiatives, explore new and deeper engagement channels, and align with emerging travel trends.”

Last year, Japan also introduced eVisas for Indian travellers. 

How Travel Agents Drive Indian Arrivals

Japan is doubling down on its India strategy, and it’s paying off. According to Bunno, one of the biggest growth drivers has also been Japan’s hands-on approach to engaging with India’s travel industry.

“Since most Indian travelers plan their trips through travel agents or personal recommendations, we’ve made it a priority to work directly with travel professionals,” Bunno said.

That strategy was in full force in 2024, with JNTO’s Delhi office rolling out B2B roadshows across key cities like Delhi, Mumbai, and Bengaluru, bringing together 19 Japanese sellers and 219 Indian agents.

Japan’s participation in business forums also proved to be a game-changer, particularly for the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector. Incentive travel bookings are on the rise, and there’s a noticeable shift beyond Tokyo. Kansai and Hiroshima are now emerging as key destinations for corporate groups.

“In 2024 we saw MICE movement to new regions, as some incentive tours itineraries extended to Kansai and Hiroshima. Before this, Tokyo had been the sole MICE destination,” Bunno noted.

But Japan isn’t stopping at B2B engagement. Last year also saw a shift towards direct consumer outreach. The Japan Travel Fair, a consumer-facing event, helped put Japan on the radar for Indian travelers beyond traditional corporate circles.

Tourism Beyond the Golden Route

While Indian visitors continue to favor Japan’s famed ‘Golden Route’— Tokyo, Osaka, Kyoto, and Hiroshima — the tourism board is also pushing to diversify travel itineraries. And for this, JNTO is turning to the trusted travel agent and training them.

Training sessions, such as the Toyama Prefecture Tourism Seminar in Delhi, have also helped JNTO to include new destinations into Indian travel packages, Bunno said. Through these training sessions for travel agents, Japan is laying the groundwork for more diverse itineraries that extend beyond the well-trodden Golden Route.

The tourism board has also organized trips to equip travel agents with firsthand knowledge, to better sell these destinations to Indian travelers.

With Japan gearing up for Expo 2025, JNTO is leveraging the global event to attract even more Indian visitors. While many are expected to visit Osaka and Kyoto, the tourism boards is also working to position the neighboring destinations of Nara and Kobe as compelling add-ons.

The Flip Side

Japan’s tourism boom has not come without challenges. With over 36.8 million international arrivals in 2024 — far surpassing 2019’s record, hotel prices have skyrocketed. Capsule hotels, once considered an affordable option, are also seeing rising rates. Standard hotel rooms in Tokyo now average $130 per night, an almost 63% surge from $80 pre-pandemic.

In March 2026, popular Japanese destination Kyoto will raise hotel lodging tax to a maximum of JPY 10,000 ($64) per night for rooms priced at JPY 100,000 ($640) or higher. Kyoto's current accommodation tax is capped at JPY 1,000 ($6.40) per person per night.

This move aims to address challenges such as overtourism while funding vital city infrastructure improvements.

According to estimates, the lodging taxes are expected to bring in around 12.6 billion yen ($80 million), per year, double the current receipts. Japan targets to bring in 60 million annual visitors by 2030.