Market spotlight: Japan
Marjorie Dewey, Managing Director, Visit California Japan
Dec. 3, 2025
Marjorie Dewey
Managing Director
Visit California Japan
Japan remains one of California’s most important international markets, continuing a decades-long relationship that began when Japanese travelers first started visiting the state in the early 1960s. California’s beaches, food culture, iconic cities, theme parks, sports, outdoor recreation and pop-culture appeal continue to draw visitors, who often associate the state with blue skies, palm trees and a sense of possibility.
Japan is one of the bright spots among international markets in 2025. California is on track to welcome 417,000 Japanese visitors in 2025, up 4% over 2024 and a 21% increase over 2023, when Japan reopened to overseas travel. This August alone saw a 20% year-over-year increase. Visitor spending is projected to exceed $990 million, up 6% over last year. California’s share of Japanese visitors to the United States has grown to 17%, compared with 12% in 2019, and the state now attracts roughly one-third of all Japanese travelers to the U.S. mainland. Airlift remains robust, with seat capacity from Japan up 26% compared with 2019.
Although the weak yen continues to influence travel decisions, more Japanese consumers across demographics are adapting to higher travel costs and showing renewed willingness to travel abroad.
Millennials and Generation X are California’s core Japanese visitor segments, with 59% traveling with a partner, friend or family member. Repeat visitation is high, as 77% have visited previously, and most trips are relatively short, with 57% staying four to seven nights. Today’s Japanese travelers are increasingly motivated by relaxation, culinary discovery and activities tailored to personal interests such as music, hiking, wine and especially baseball. They are no longer traveling solely to sightsee.
Japan Market Profile
The market profile report contains three sections:
Market landscape section offers a look at spending forecasts, arrivals and airlift to California.
Audience insights includes data on travel behaviors and accommodations and booking preferences.
California traveler and trip details includes data on leisure travelers’ airline reservations and top U.S. visited destinations.
Baseball has become a powerful cultural bridge in the Japan market. Many visitors come to California with a singular goal: to see their heroes play in the MLB. Touring the growing number of Shohei Ohtani murals around Los Angeles is a must-do. Visit California’s strategy embraces this phenomenon by building partnerships with tour operators, OTAs and airlines that are eager to promote California as the ultimate playground for baseball. Through these partnerships, Visit California showcases road trips, national parks, culinary experiences and the broader pop-culture scene that defines the California experience. We also educate the travel trade through our popular, long-running Club California program, which in FY25/26 is supported by 18 California partners.
In December, Visit California and United Airlines will launch a new California Road Trips campaign highlighting routes through the Deserts and Central Coast as well as San Francisco and Los Angeles. For travelers hesitant about driving, the program also spotlights train travel as an easy way to explore more of the state. Major tour operator partner Hankyu International is introducing a first-of-its-kind eight-day “California Grand Tour” visiting Santa Monica, Bakersfield, Sequoia-Kings Canyon National Park, Yosemite National Park, Monterey, San Luis Obispo, Solvang, Santa Barbara and Los Angeles.
Major events in 2026 — including the FIFA World Cup, the Route 66 Centennial and another highly anticipated baseball season — are expected to serve as strong motivators for continued growth from the Japan market.
