Japan's Tourism Surge and Demographic Challenges Post-Expo 2025

Following the conclusion of Expo 2025 in Osaka, local governments across Japan are keen to leverage the event's success to boost tourism. The expo, which ran from April 13 to October 13, attracted approximately 28 million visitors and featured 160 countries and nine international organizations. Tottori Prefecture, for instance, established a permanent booth within the Kansai Pavilion to promote its local culture and tourism. The expo's promotional activities have set a foundation for local governments to attract tourists in the aftermath of the event.

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Japan's tourism sector is experiencing significant growth, with foreign visitors exceeding 30 million from January to September 2025, marking a 17.7% increase from the previous year. The Japan National Tourism Organization reported that this figure was reached one month earlier than in 2024, which saw a total of 36.87 million visitors. The surge in tourism is expected to continue, with projections indicating that the number of foreign visitors may surpass 40 million by the end of the year, driven by seasonal attractions and holiday travel.

Japan Times

Kazakhstan's pavilion at Expo 2025 garnered significant attention, winning a gold award in the Theme Development category. The pavilion showcased the country's culture and achievements in innovation and sustainable development, attracting around 1.5 million visitors. Notably, the pavilion hosted Kazakhstan's National Day, which celebrated the 180th anniversary of the thinker Abai Kunanbayuly, drawing nearly 3,000 attendees. The recognition of Kazakhstan's pavilion highlights the international interest in cultural exchange and tourism opportunities stemming from the expo.

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Amidst the tourism boom, Japan faces pressing demographic challenges. The Ministry of Health, Labor, and Welfare reported a record 22,878 babies born to foreign parents in 2024, accounting for over 3% of all newborns. This increase in foreign births, which has risen by 50% over the past decade, contrasts sharply with the declining birth rates among ethnic Japanese parents. The growing foreign population, now at 3.77 million, has sparked debate about immigration as a potential solution to Japan's demographic decline.

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The rising number of foreign births has led to public unease regarding immigration policies. The recent controversy surrounding a cultural exchange program with African cities intensified fears about mass migration as a solution to Japan's demographic issues. Prime Minister Ishiba Shigeru's resignation was partly attributed to backlash over these immigration discussions. The newly elected conservative leader, Takaichi Sanae, has campaigned against immigration, reflecting a broader anxiety among the Japanese populace regarding the integration of foreign residents.

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Japan's tourism sector is optimistic about its growth trajectory, with JTB Corp's President Eijiro Yamakita emphasizing the need for collaboration among local governments to enhance tourism experiences. He envisions a future where Japan can attract 100 million visitors by 2045, contingent on improving infrastructure and addressing language barriers. However, the demographic challenges pose a significant hurdle, as Japan's population continues to age and decline, necessitating a reevaluation of immigration policies to sustain economic growth.

From intelligence to well-being: Inside JTB’s Eijiro Yamakita’s vision to enrich global tourism

• “the ties and encounters in life are unexpected and mysterious, but they bring richness and delight” — Eijiro Yamakita, President and CEO of JTB Corp

From intelligence to well-being: Inside JTB’s Eijiro Yamakita’s vision to enrich global tourism

• “ In short: Japan must modernize its software, not just its hardware.” — Eijiro Yamakita, President and CEO of JTB Corp

From intelligence to well-being: Inside JTB’s Eijiro Yamakita’s vision to enrich global tourism

• “So we must create reasons for youths to travel,” — Eijiro Yamakita, President and CEO of JTB Corp

From intelligence to well-being: Inside JTB’s Eijiro Yamakita’s vision to enrich global tourism

In summary, while Japan's tourism sector is experiencing a resurgence, the country must navigate complex demographic challenges and public sentiment regarding immigration to ensure sustainable growth in the future.

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