Inbound & Tourism Spending
What do inbound visitors spend on, and what do they come for? This theme brings together consumption-trend, visitor-arrival and people-flow data, plus the articles that read them.
Related articles6
Q.Which countries do most of Nara's foreign visitors come from?
In 2024, China was by far the top source of overnight foreign visitors to Nara City, with 153,700 people (45.2% of the total). The United States ranked second (38,300; 11.3%) and Taiwan third (27,800; 8.2%). Nationwide, however, South Korea led all markets in 2024 (about 8.82 million), so Nara's profile differs notably from Japan's overall.
Q.How many tourists visit Nara each year? Has it recovered to pre-COVID levels?
Nara Prefecture welcomed 42.62 million tourists (cumulative) in 2024, up 9.3% (3.71 million) year on year — and 3.1% (1.40 million) above the pre-COVID figure of 2019. At the prefecture level, tourism has not just recovered but surpassed pre-pandemic levels. Nara City alone, however, drew 14.87 million in 2024, only about 85% of its 2019 level — so the city itself has not fully bounced back.
Q.Why is Nara a "day-trip" destination?
In 2024, Nara Prefecture recorded roughly 2.83 million overnight stays (2,834,450), ranking 44th of Japan's 47 prefectures. Visitors stay in neighboring Kyoto (about 12.1x more stays) and Osaka (about 20.3x) and treat Nara as a day trip. In Nara City, 86.3% of visitors come only for the day — a striking gap given the prefecture drew about 43.62 million visitors in 2024.
Q.What Japanese food do inbound visitors most want to eat?
The thing inbound visitors most look forward to before their trip is "eating Japanese food" — about 82% (JTA, 2024), ahead of "shopping" (about 63%) as the single biggest reason to visit. In a survey of what they actually ate in Osaka, ramen ranked first.
Q.What do inbound visitors spend the most on?
In 2024, inbound visitors spent a record ¥8.14 trillion in Japan. By category, lodging was the largest at 33.6%, followed by shopping (29.5%) and food & drink (21.5%). Spending per person was about ¥227,000 (JTA, 2024).
Q.After a trip, do people re-order the local products they loved online?
Yes — a fair number of travelers do re-order a regional product online after getting home. But there is almost no nationwide public data that directly measures whether *domestic* travelers buy again online after visiting a place. The closest figure comes from a survey of inbound visitors: 58.2% of those who liked a souvenir kept buying it after returning home, and 24.4% of them did so via cross-border EC or mail order (MAFF, 2019).
Related datasets11
Q.What are the monthly trends in visitor arrivals by country/region?
NationalJNTOXLSXPDFHTMLJNTO Visitor Arrivals Statistics
#インバウンド#訪日外客数#国籍別#統計Q.How much does a foreign visitor spend per trip on average?
National観光庁XLSXPDFInbound Consumption Trend Survey (Japan Tourism Agency)
#インバウンド#観光消費#旅行支出#統計Q.How have total and foreign guest nights in Nara changed over time?
National観光庁XLSXPDFOvernight Stay Statistics Survey (Japan Tourism Agency)
#宿泊#統計#インバウンド#客室稼働率Q.How much does a domestic traveler to Nara spend per trip?
National観光庁XLSXPDFTravel and Tourism Consumption Trend Survey (JTA)
#消費額#国内旅行#統計#都道府県別Q.From which prefectures do international visitors flow into Nara?
National国土交通省XLSXFF-Data (Inbound Visitor Flow Data)
#インバウンド#人流#OD分析#交通Q.How many tourists visit Nara City annually and how is it trending?
Municipal奈良市PDFXLSXNara City Tourist Visitation Survey
#奈良市#入込客数#宿泊#インバウンドQ.Where can you use free Wi-Fi around Nara Park?
Prefecture奈良県PDFCSVNara Free Wi-Fi Service Areas
#奈良公園#Wi-Fi#インバウンド#観光インフラQ.How many international tourists are estimated to visit Nara each year?
Prefecture奈良県XLSXHTMLNara Prefecture International Visitor Estimates
#インバウンド#訪問客数#国籍別#推計Q.How are guest-nights trending by area and month in Nara?
Prefecture奈良県PDFNara Prefecture Lodging Statistics Survey
#宿泊#稼働率#インバウンド#統計Q.How has the annual number of tourists to Nara changed over time?
Prefecture奈良県PDFXLSXNara Prefecture Tourist Dynamics Survey Report
#観光客数#動態調査#統計#インバウンドQ.Where do visitors to Nara come from and which routes do they take?
Prefecture奈良県HTMLPDFNara Tourism Data Portal "Mirunara"
#ダッシュボード#観光消費#宿泊#インバウンド