Surge driven by strong Singapore dollar, new flight routes, and growing interest in regional attractions

In 2024, a record-breaking 691,100 Singaporeans visited Japan, as announced by the Japan National Tourism Organisation (JNTO) Singapore Office on 15 January. This marked a significant 16.9% increase compared to the 591,300 visitors recorded in 2023, which had also set a record at the time.

The rise in visitors was attributed to a favourable exchange rate with the Japanese yen and the introduction of additional direct flights connecting the two nations. Notably, December 2024 saw 136,200 Singaporean arrivals—nearly 20% of the total for the year—representing a 19.8% increase compared to December 2023.

Takuya Shiraishi, executive director of JNTO’s Singapore Office, expressed gratitude for the milestone, stating, “We are delighted to see so many Singaporeans exploring Japan. In 2025, we anticipate even greater numbers with the World Expo in Osaka, which will run from April to October.”

Tourism Boom and Challenges
Japan welcomed over 36.8 million international visitors in 2024, surpassing its previous record of nearly 32 million in 2019. This marked a strong recovery from the pandemic, with visitor numbers increasing more than fourfold since 2012. The Japanese government aims to nearly double annual tourism to 60 million by 2030.

However, the surge in tourism has led to overtourism concerns, with popular destinations like Kyoto, Tokyo’s Nakameguro in spring, and Hokkaido’s Niseko in winter facing seasonal or year-round congestion. Measures to address this include Kyoto’s recent increase in lodging taxes and new fees for climbing Mount Fuji, which range from ¥2,000 to ¥5,000 depending on the route.

Encouraging Responsible Tourism
To promote sustainable travel, JNTO has launched the “Travel Etiquette For The Future” campaign, outlining guidelines for visitors. These include avoiding littering, respecting cultural assets, and steering clear of crowded areas with large luggage. The campaign also advises travellers to prepare for natural disasters.

Japan’s appeal to Singaporean tourists remains strong, with its rich cultural experiences and regional attractions drawing more visitors each year. As JNTO continues its efforts to promote responsible tourism, the country is poised to welcome even more travellers in the coming years.