If you ask someone, “Where did you go for the holidays last year?” there’s a solid chance their answer was “Japan.” Guilty as charged. Because how can we resist the charming land of the rising sun? And the statistics have been revealed: Singaporeans visiting Japan hit an all-time-high in 2024, amounting to 691,100 of us, according to the Japan National Tourism Organisation (JNTO). That’s a 16.9 percent increase from 2023. December alone saw a whopping 136,200 Singaporean visitors in Japan, marking a 19.8 percent year-on-year jump.
What’s driving the surge? Besides the obvious answer of Japan ticking all the boxes – think yummy food, exciting shopping spots, beautiful nature and good levels of safety – JNTO has stated that a stronger Singapore Dollar against a weaker Japanese Yen also played a huge role. Adding to that are new flight routes, flashy joint ad campaigns with airlines, travel agencies, and an all-out blitz of media and online promotions, there’s no doubt Japan has been the number one destination for the bulk of us Singaporeans. Other contributing factors also include JNTO’s spotlight on lesser-known regions with travel fairs, pop culture events, and digital campaigns, proving there’s more to Japan than just Tokyo and Osaka.
In 2025, JNTO is hoping to continue this streak by rolling out their newest initiative ‘Fly & Explore’, this time pushing Singaporeans to venture into Japan’s uncharted regions with handy guides on domestic flight routes, secret spots, and travel tips.
JNTO’s second campaign titled ‘EXPO + Tourism’ will also be spotlighting must-visit gems across ten stunning Japanese regions – from the snowy charm of Hokkaido to the tropical paradise of Okinawa.
With that said, the number of travellers heading to Japan this year is likely to be just as high – with many having already pre-booked their flights as we speak. On that note, the Japan Tourism Agency wants to remind us that overtourism is real, folks. So, to keep Japan's magic alive, they've launched Travel Etiquette for the Future – a guide that talks about respecting locals, nature, and fellow travellers, so that everyone can enjoy Japan’s beauty.
To find out more about their campaigns, visit JNTO’s webpage here.
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