The number of British tourists visiting Japan saw a substantial rise in 2025, with 483,157 visitors, according to data from the Japanese National Tourism Organization. This represents a 24.8% increase compared to 2024 and a 40.8% increase from 2019, a benchmark year for pre-pandemic trends. Provisional data for 2026 indicates that these numbers are continuing to grow.
Social media is a significant factor in this surge, with many young British people reporting that platforms like TikTok and Instagram influenced their decision to visit. Videos showcasing Mount Fuji, ramen, and various Japanese attractions are widely shared.
The weakening yen has also made Japan a more attractive destination for tourists. In July, the yen reached a 40-year low, making expenses like food and souvenirs more affordable for visitors. For example, a bowl of ramen can cost £3-£4 in Japan compared to around £20 in the UK, according to one visitor.
However, the increase in tourism has led to concerns about overtourism and tourist behaviour. Some authorities are implementing measures, such as Fujikawaguchiko cancelling its cherry blossom festival due to tourist issues, and Tokyo's Shibuya ward issuing on-the-spot fines for littering since June. Japan also increased its international tourist tax in July, from 1,000 yen to 3,000 yen, with funds intended for public transport improvements and historic site restoration.