TravTalk India Online Magazine
It has been a record-breaking year for India-Japan tourism with a 40 per cent increase has been recorded over 2023. Ryo Bunno, Executive Director, Japan National Tourism Organisation (JNTO) Delhi, gives a peek into what is in store for travel agents this year and a deeper focus on the MICE segment, particularly incentive groups.
Hazel Jain
The Japan National Tourism Organisation (JNTO) Delhi office has announced a historic milestone in 2024, with 233,000 Indian tourists visiting Japan—a 40 per cent increase compared to 166,394 visitors in 2023. This surge underscores Japan’s growing popularity among Indian travellers, driven by improved connectivity, targeted marketing efforts, and the allure of Japan’s diverse cultural and natural attractions.
Enthused by the record-breaking numbers, Ryo Bunno, Executive Director, JNTO Delhi, said, “In 2024, we achieved the highest number of Indian visitors to Japan ever, crossing the 200,000-mark for the first time. This is a significant jump from 2019, when we welcomed 1.7 lakh Indian tourists,” he said. “The growth is largely driven by young travellers aged 20-40, families, and the high-end luxury segment. We are also seeing more group travel and a rise in the incentive market, particularly in the MICE segment,” he added.
Key highlights of 2024
Year 2024 saw several notable peaks in Indian tourist arrivals. March recorded approximately 27,206 visitors, reflecting an impressive 83 per cent year-on-year growth. May emerged as the most popular month, with around 29,068 arrivals—a 61.6 per cent increase compared to the previous year. Bunno attributed this to the alignment of India’s summer vacations with Japan’s ‘Golden Week,’ a period when domestic travel in Japan slows down, making it an ideal time for Indian families to visit.
Evolving tourism landscape
JNTO Delhi has been actively promoting Japan as a multi-faceted destination. At OTM 2025, JNTO showcased Japan’s tourism offerings with 10 leading sellers and a dedicated booth for the Expo 2025 in Osaka, a highly anticipated global event. “We are showcasing Japan’s evolving tourism landscape and the excitement surrounding the Expo 2025. The response has been overwhelmingly positive,” Bunno said.
To further boost interest, JNTO recently concluded a three-city India roadshow in Delhi, Mumbai, and Bengaluru, along with familiarisation trips for travel agents. Bunno emphasised the importance of collaboration with Indian travel agents. “We appreciate the efforts of all travel agents in increasing the number of visitors from India to Japan. With airplane capacity increasing and customer interest growing, we hope to continue working together to promote Japan,” he said.
Beyond the Golden Route
While first-time Indian visitors often favour the ‘Golden Route’—encompassing Tokyo, Osaka, Kyoto, and Hiroshima—JNTO is actively promoting lesser-known regions to diversify travel itineraries. “We are now focusing on the Tohoku area in northeastern Japan, which offers authentic Japanese tourism products. We believe Indian travellers will find it appealing,” Bunno opined.
Other regions gaining attention include Hokkaido, famous for its powder snow and flower fields, and the Tateyama Kurobe Alpine Route, known for its stunning ‘Snow Wall’.
MICE & improved connectivity
Year 2024 also marked a significant shift in the MICE segment, with incentive tours expanding beyond Tokyo to include Kansai and Hiroshima. “This demonstrates the growing interest among Indian corporates and MICE planners to explore new locations for their events,” Bunno noted.
India-Japan tourism future
The record-breaking numbers reflect India’s economic prosperity, rising disposable incomes, and a growing appetite for unique international experiences. “Affluent Indian travellers are increasingly seeking fresh, culturally enriching experiences, and Japan is perfectly positioned to meet this demand,” Bunno said.
