Overnight stays by foreign guests exceed prepandemic levels in 39 prefectures

In 2025, the number of overnight stays by foreign visitors in Japan surged 55.6% compared to the pre-pandemic figures from 2019, totaling an estimated 179.92 million, according to a survey by the Japan Tourism Agency. Of the 47 prefectures in Japan, 39 reported guest numbers exceeding pre-COVID levels. The study encompassed both hotels and traditional Japanese ryokan inns, gathering monthly guest counts and room occupancy rates across the nation.

Ehime Prefecture witnessed the most substantial growth, with foreign guest nights reaching 580,000 in 2025, a staggering 2.7 times the 2019 level. This was followed by Ishikawa Prefecture, which saw 2.14 million foreign guest nights, equating to 2.2 times the pre-pandemic numbers. Tokyo also surpassed pre-COVID levels, with 60.12 million foreign guest nights, representing 2.0 times the 2019 figure.

Conversely, Saga Prefecture experienced the steepest decline, with foreign guest numbers dropping by 30.0% from the 2019 level. Shiga and Miyazaki prefectures also saw reductions in foreign overnight stays, at 27.3% and 19.4% respectively.

Prior to the pandemic, Ehime Prefecture had been actively promoting golf tourism, taking advantage of the sport's increased popularity in South Korea during the COVID-19 crisis. South Korea's harsh winters and high golf fees likely contributed to this surge. In 2025 alone, the prefecture welcomed 204,000 overnight stays from South Korean tourists, more than six times the 2019 level.

Japan National Tourism Organization data revealed that foreign visitors who had previously visited Japan were more inclined to explore regional cities like Ehime, offering a more relaxed experience compared to their usual choices of Tokyo and Kyoto. With 16 golf courses within an hour's drive of Matsuyama Airport, Ehime provides convenient access to both golf and sightseeing opportunities.

Ishikawa Prefecture, known for its renowned Kenrokuen garden and historic townscapes, also benefited from increased foreign tourism. The extension of the Hokuriku Shinkansen bullet train line to Kanazawa in 2015 further improved accessibility to the region. Prefectural officials attribute the rise in foreign visitors to the post-pandemic recovery of tourism and the growing appeal of coastal destinations along the Sea of Japan.