Japan tourism surge driven by social media

A record 483,157 British tourists visited Japan in 2025, a 24.8% increase from 2024. The surge is largely driven by young people in their 20s and 30s, with social media cited as the primary catalyst for their travel plans, according to a BBC report.

Young Britons interviewed point to constant exposure on platforms like TikTok and Instagram. Videos showcasing Mount Fuji, steaming ramen bowls, Kyoto's Fushimi Inari gates, and the neon chaos of Osaka's Dotonbori have fueled the desire to visit. "Japan just kept popping up," said 24-year-old Maitri Sanghvi, explaining that social media "restarted my urge of wanting to go." Aden Ibrahim, 29, confirmed that "seeing other people's Japan videos definitely influenced my decision to go."

The Financial Appeal

While flights remain a significant cost, the weakened yen has made spending within Japan more affordable for foreign visitors. The currency hit a 40-year low in July. This exchange rate advantage allows tourists to splurge on experiences and souvenirs. "You can literally get a bowl of life-changing ramen for £3/£4 compared to a rubbish one here for like £20," said 26-year-old food reviewer Faye Jawad. Many tourists consequently buy large quantities of souvenirs, with social media "haul" videos of flavoured KitKats and stationery becoming popular.

The Tourist Trail and Its Strain

Nearly all the British tourists spoken to followed the classic Golden Route, visiting Tokyo, Kyoto, and Osaka, often with day trips to sites like Nara, Hiroshima, and Mount Fuji. The concentration of visitors in these areas has led to severe overcrowding and incidents of poor tourist behavior. Tour guide Chiyuki Izumii reported seeing visitors jump queues, carve initials into bamboo, speak loudly at night, and enter restricted areas for photos.

Local authorities are responding. The town of Fujikawaguchiko near Mount Fuji cancelled its 2026 cherry blossom festival due to tourist issues. Tokyo's Shibuya ward began issuing on-the-spot fines for littering in June. Furthermore, Japan increased its international departure tax from 1,000 yen (£4.60) to 3,000 yen in July to fund infrastructure and site restoration.

Visitors like Millie Dring, 21, were stunned by the crowds, finding theme park queues lasting three hours. Sam Corbett, 23, noted that some popular dessert spots and sites like the Arashiyama bamboo forest were packed solely with tourists seeking Instagram photos. Despite the crowds, some, like 29-year-old honeymooner Laura McGregor, embrace the tourist experience, planning visits to Disney, Universal Studios, and sumo events alongside more traditional sights.