Japan's Tourism Boom Hits 42 Million — But at What Cost?

Japan welcomed a record 42.68 million tourists in 2025 — spending $63.8 billion. But a 60% crash in Chinese visitors and rising overtourism are forcing a dramatic rethink.

◆Introduction: Japan's record-breaking tourism boom is reshaping how the country welcomes — and manages — the world.

From dual pricing at Sapporo TV Tower to a U.S.-style pre-screening system called JESTA, Japan is building new infrastructure for the next wave. Meanwhile, wealthy American families represent a $500M untapped market — if someone can solve the childcare problem. Sakura and Professor Haru unpack it all from an empty immigration checkpoint.

◆Note

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