Thai travel boom: What’s behind Japan’s popularityーNHK WORLD-JAPAN NEWS

Japan’s Tourism Boom: Focusing on the Thai Market

Key Concepts: Inbound Tourism, Repeat Visitors, Weak Yen, Regional Tourism (Hokuto, Yuzawa), Cultural Exchange, Diplomatic Relations, Seasonal Attractions, Visa Exemptions.

1. Rising Tourism Numbers & Shift in Demographics

Japan experienced a significant surge in foreign tourism, exceeding 40 million visitors in 2025. A notable trend is the increasing number of tourists originating from Southeast Asia, particularly Thailand. This growth is occurring despite economic challenges within Thailand, including income inequality, but a growing middle class is fueling outbound travel. Interestingly, over 70% of Thai tourists to Japan are repeat visitors, indicating a strong affinity for the destination. This contrasts with a decline in tourist numbers from China.

2. Economic Factors Driving Thai Tourism

Several factors contribute to Japan’s appeal to Thai tourists. The visa exemption policy for Thai nationals simplifies travel. Crucially, the weakening of the Japanese Yen has made Japan more affordable. A financial planner interviewed stated that dining costs in Japan are now comparable to those in Thailand, a significant shift from previous years when Japan was considerably more expensive. This affordability, combined with the desire to explore new regions, encourages repeat visits.

3. Regional Tourism Initiatives & Case Studies

The increasing tourism from Thailand is being actively leveraged by smaller Japanese cities seeking to diversify their visitor base.

• Yuzawa Town, Niigata Prefecture: This ski resort received over 95,000 foreign tourists last winter, with a substantial proportion being Thai nationals. A tourist quoted, “Whenever I visit Tokyo, I always make sure to come here because it's close. This is my third year in a row.”
• Hokuto City, Yamanashi Prefecture: For the past two years, Hokuto has employed Thai staff to promote the city’s attractions specifically to Thai tourists. These staff members coordinate tours for Thai travel agencies and influencers, focusing on elements known to appeal to this demographic, such as Japanese beef (Wagyu) and views of Mount Fuji. Before this initiative, Thai tourists were rare in Hokuto; however, in the past year, approximately 1,500 Thai visitors stayed overnight. A Thai staff member expressed, “There's wonderful nature in Hokuto. I'm Thai, so I hope other Thai people will feel the same way.”

4. Diplomatic Perspective & Cultural Exchange

Japanese Ambassador to Thailand, Otaka Masato, emphasized the importance of maintaining Japan’s appeal through its diverse offerings. He highlighted Japan’s geographical variety – from Hokkaido in the north to Okinawa in the south – and its distinct four seasons as key attractions. He stated, “The strength of Japan can be its variety… in terms of the variety of tourist sites.” He also underscored the role of tourism in fostering mutual understanding and strengthening diplomatic relations.

Ambassador Otaka noted, “Mutual understanding between countries is the key to a good relationship and perhaps the peace and stability of the world as well.” He believes that direct interaction between Japanese and Thai citizens can dispel preconceptions and promote a more accurate understanding of Japanese culture and hospitality, contributing to global peace and stability. He described Japanese people as “very serious… very hospitable and they love to talk to other people and they love peace as well.”

5. Logical Connections & Overall Trends

The report demonstrates a clear connection between economic factors (weak Yen, visa exemptions), targeted marketing efforts (Hokuto’s Thai staff), and the resulting increase in tourism from Thailand. The focus on repeat visitors suggests a high level of satisfaction among Thai tourists. The ambassador’s comments highlight the broader geopolitical benefits of tourism, framing it as a tool for cultural exchange and international understanding. The decline in Chinese tourism is presented as a context for the increased importance of the Thai market.

6. Data & Statistics

• Total Foreign Visitors (2025): Over 40 million
• Thai Tourist Repeat Rate: Over 70%
• Yuzawa Ski Resort Foreign Tourists (Last Winter): Over 95,000
• Hokuto City Thai Overnight Visitors (Last Year): Approximately 1,500 (compared to rare sightings before the initiative)

Conclusion:

Japan’s tourism industry is strategically adapting to changing demographics and economic conditions. The focus on attracting and retaining Thai tourists, through a combination of affordability, targeted marketing, and regional development initiatives, represents a successful model for diversifying inbound tourism. Beyond the economic benefits, the report emphasizes the potential of tourism to foster cultural understanding and strengthen international relations, aligning with broader diplomatic goals. The emphasis on repeat visitors and the appeal of Japan’s unique seasonal attractions suggest a sustainable path for continued growth in this vital sector.