How and Where to Beat the Crowds in Japan in 2025

There are no signs of a slowdown to Japan’s tourism boom anytime soon, so travel advisors should plan accordingly. 

Data from the Japan National Tourism Board (JNTO) suggests that Japan is on track to well outpace its visitor numbers from 2019. The agency reported that 14.5 million people visited the country in the first five months of this year, a 70% increase compared to the same period last year. 

The tour company Walk Japan, which offers off-the-beaten-path walking tours, said they’ve seen 60% more U.S. guest bookings during the fall high season compared to the same time last year.  

“The surge in inquiries and bookings indicates that visitor numbers from the U.S. in particular are expected to continue to rise next year, as Japan’s appeal as an autumn travel destination continues to grow,” Llewelyn Thomas, managing director of Walk Japan, told TMR. 

Because of the high demand, costs for hotels, tours, and air fare are currently skyrocketing, travel advisors specializing in Japan told TMR. The comparatively low supply is evident in a shortage of expert travel guides in the country. And although the Yen has weakened against the U.S. dollar, travelers can still expect to pay high prices to vacation there. 

“We can tell [our clients] that while prices of what they pay before the trip are sky high, things meant for tourists and non-tourists will be cheap because of how strong the dollar is to the Yen,” said Mark Lakin, founder The Legacy Untold, a travel agency selling bespoke trips in Japan and around the world. 

There are many reasons travelers continue to flock to the destination despite the cost. From its cleanliness to its unique cultural offerings, Japan is a welcome getaway for Western jetsetters. 

“I think one of the reasons that Japan has experienced such an increase in tourism has more to do with it being the closest Asian country to the U.S.,” said Rebecca Mazzaro, travel specialist at Japan Quest Journeys. “It’s also due to its safety, security, and incredibly hygienic nature. It’s the cleanest country I have ever traveled in.” 

The JNTO credits the destination’s popularity to its “unique and seamless blend of rich tradition and cutting-edge modernity.” Young North Americans particularly enjoy the cultural aspects of visiting the country, including its fashion, food, and popular culture, including manga and anime tours.  

Japan’s big cities are hotspots for those experiences. But concerns about overtourism and crowding means travel advisors are more inclined to direct travelers to alternative destinations within the country. 

First-timers often want to see Tokyo and other popular cities like Kyoto and Osaka, so many advisors may send clients there for a day, then add lesser-traveled areas to the bulk of the itinerary. These alternative destinations are accessible either with flights from Tokyo or via the Japan Rail Pass, though some do have their own international airports, and allow tourists to wander even deeper into Japanese culture. 

For those who want to beat the crowds in Japan in 2025, here are four Japan regions to visit, as recommend by the JNTO. 

Hokkaido   

Hokkaido is Japan’s northernmost and second largest island, about a 90-minute flight from Tokyo. It is best known for its ski resorts, hot springs, and volcanoes. Sapporo, the region’s main city, hosts the Sapporo Snow Festival for a week in early February each year. Tourists love visiting the Sapporo Beer Museum, as well. 

Teshikaga Town in Hokkaido is where visitors can see Lake Masho, one of the world’s clearest lakes, and Lake Kussharo, Japan’s largest caldera (volcanic crater) lake. Akan Town is another nature-filled area and leader in environmental conservation, which has Akan Lake Onsen (hot springs), boat tours, and moss ball and red-crowned crane observations. 

Kyushu  

Traveling to the other end of Japan, just below South Korea, is Kyushu. The island offers unique cultural and culinary experiences, including steamed dishes with a wide vegetable variety in Unzen, lessons about volcano formation in Aso Park, visits to a feudal lord’s garden in Kagoshima, and samurai site tours – great for fans of the hit TV series Sho Gun. 

Yakushima, a smaller island just south of Kyushu, is home to a UNESCO World Heritage site. Adventurers can walk through ancient forests and hike up massive mountains. Along the way, they’ll see some of the world’s oldest, 1,000-year-old cedar trees and some of the tallest waterfalls. 

Okinawa 

North Americans may not think of Japan as a beach destination, but Okinawa proves that they can get a mix of exploration, adventure, and relaxation when visiting the country. Okinawa has pristine, white sand beaches with clear waters to swim in. Visitors can also see the area’s diverse sea life at the Okinawa Churaumi Aquarium. 

The series of islands is also the birthplace of karate and has lots of rich history to explore, especially at Shuri Castle, a UNESCO World Heritage site. Nature lovers also have plenty to do, including tours of the Kinsaku-hara National Forest, kayaking through the mangrove primeval forests, and observing local rare wildlife such as the Amami rabbit. 

Matsumoto/Takayama 

More exciting experiences await in the Matsumoto and Takayama regions of Japan, where the main attraction is the Matsumoto Castle, one of the oldest surviving castles in the country. Visitors can climb to the top of the tower for striking views of the Northern Alps and cherry blossoms in the spring. 

Other activities in this area include attending the Takayama Festival in spring and autumn, sampling sake at local breweries, trying fresh wasabi at The Daio Wasabi Farm, and hiking at Chubu-Sangaku National Park.