As Nordic representatives of Japan National Tourism Organization (JNTO), we are proud to share that Japan in 2025 welcomed 42.68 million international visitors, setting a new all-time high record. Increased travel from the Nordic region has contributed to this strong result, reflecting a growing appetite for Japan’s unique experiences. The country continues to captivate visitors with its rich culture, outstanding gastronomy, breathtaking nature and seamless train network, inspiring travellers to return again and again.
Looking specifically at the Nordic region, all four markets recorded significant growth in 2025 compared to 2024:
- Sweden: 52,099 → 69,800 (+34%)
- Denmark: 40,950 → 50,700 (+23.8%)
- Norway: 28,901 → 37,600 (+30.1%)
- Finland: 28,780 → 34,700 (+20.6%)
In total, Nordic visitors grew by 28%, reflecting a rising interest in for Japan’s unique combination of gastronomy, culture, nature, and outdoor experiences.
– We are very proud to present the visitor numbers for 2025, which mark an important milestone for us. Many Nordic travellers visit Tokyo, Kyoto and Osaka, which we are delighted to see. However, Japan has so much more to offer. Thanks to the country’s efficient rail network and the many affordable rail passes available, it is easy to explore beyond the major cities. Each region, from north to south, has its own unique nature, gastronomy and culture, and we hope that even more Nordic visitors will be inspired to discover other parts of the country as well, says Kento Niwa, Executive Director of the Japan National Tourism Organization’s Nordic office in Stockholm.
It has been inspiring to follow this journey and contribute to connecting Nordic travelers with Japan. Seeing interest reach these record levels confirms the strength of the destination and the appeal of tailored travel experiences. Looking ahead to 2026, we are excited to continue supporting JNTO in promoting Japan as a must-visit destination for Nordic travelers.
