Over the past decade, the urge to visit Japan has grown among British tourists, with a significant increase in visitor numbers. In 2019, British arrivals peaked at over 424,000 – compared to just 57,500 in 2022. There was an inevitable dip caused by the pandemic, but numbers have recovered well. 2023 saw 321,483 visits by British nationals and early data for 2024 looks likely to exceed that. The UK may still account for a small part of the total number of visitors to Japan, (in 2023, 3.1%) but this is still valuable business for the local tourist industry.
Continued enthusiasm for Japan is the UK reflects several factors which have coincided to making the destination more attractive. Now, in 2025, it looks as if good conditions will continue, making it an attractive option for a holiday with a difference.
A Rich Cultural and Historical Experience
Japan offers British tourists a unique cultural experience, blending traditional and modern elements. Cities like Kyoto and Nara are rich in history, featuring ancient temples, shrines, and traditional tea houses. If you’re interested in the arts, Japan provides opportunities to see performances of the classical Kabuki theatre, calligraphy workshops, and geisha performances – all steeped in centuries of tradition.
However, perhaps in recent memory, a major impetus in the UK market was the 2020 Olympics – held in 2021. The spectacle of the games themselves were a strong call and encouraged many people to visit Japan. Additionally, in the months and weeks leading up to the competition there was also plenty of media coverage of the country. Documentaries covered many topics, from architecture and wildlife, to eco-tourism and history. Perhaps a more than usual number of films set in or about Japan were available on streaming services. And for lovers of film, the power of being able to visit Japan first hand has had a strong pull for fans of Studio Ghibli animations.
Modern culture is just as captivating as the past. Tokyo, Japan’s never sleeping capital, is a hub for cutting-edge technology, fashion, and entertainment. Visitors can explore districts like Akihabara for its electronics and anime culture, or Shibuya for its shopping and nightlife.
Culinary Adventures Await when you visit Japan
Japanese cuisine is another reason to visit – there’s nothing like easting specialities prepared in their land of origin. From the freshness of sushi and sashimi to the comfort of Ramen and Udon noodles, there’s something for every taste. Food enthusiasts can enjoy street food such as Takoyaki (octopus balls) in Osaka or sample Michelin-starred dining in Tokyo. For an immersive experience, visitors can participate in a traditional tea ceremony or learn to make their own sushi in a cooking class.
Natural Wonders Across All Seasons
Japan’s natural beauty changes dramatically with the seasons, making it a year-round destination. Spring is famous for cherry blossoms, attracting visitors to parks and temples adorned with pink blooms – Japanese poetry is full of examples of the search for the perfect blossom. Summer offers lush greenery and the chance to hike is thickly forested mountains or visit deep volcanic lakes.
Some destinations, like the iconic Mount Fuji, are now harder to access because of their popularity, but there are countless other locations offering experiences and vistas to match. Autumn brings vibrant foliage to landscapes like Nikko and Arashiyama. Winter transforms the northern regions, such as Hokkaido, into snowy wonderlands ideal for skiing and snowboarding. Eco-tourism has also gained considerable momentum in Japan. National parks like Shiretoko and Yakushima offer hiking trails, wildlife spotting, and hot springs
Exchange rates are making it easier to visit Japan
The British Pound has consistently performed well against the Japanese Yen in recent years, gaining strength more or less consistently since 2019. A favourable exchange rate has reduced the cost of accommodation and daily expenses, making Japan more accessible for British tourists. Projections for 2025 suggest this trend may continue, with analysts predicting rates between 190 and 213 Yen to the Pound. Exchange rates are inevitably subject to economic fluctuations, but the current outlook is encouraging for budget-conscious travellers.
If we take a round number, say 200 Yen to the pound, that will buy a small snack or the fare of short bus ride. So it doesn’t make things cheap, but it does bring the cost of living to an acceptable level. Japan used to be considered expensive, and you absolutely can still choose to stay in expensive hotels and go to some very expensive restaurants. However, necessary costs can be kept to sensible level, comparable to or slightly less than those in the UK.
Affordable Travel Costs
With careful planning travelling to Japan can be surprisingly affordable. At the time of writing early in 2025, Flights from London to Okinawa in March are about £400 return. As with other destinations, a lot depends on when you want to travel. So, flights from London to Tokyo or Osaka typically range from £700 to £1,200, depending on the season and airline. Regional airports, such as Kansai International or Fukuoka, often offer cheaper alternatives. Additionally, most airlines offer considerable discounts on the last few seats on any given flights so, if you can be flexible, flying half way round the globe should not cost you the world.
Accommodation costs vary widely but cater to all budgets. Capsule hotels and ryokans (traditional inns) provide unique, cost-effective experiences, with prices starting from about £20 per night. Mid-range hotels in cities like Kyoto or Hiroshima average around £80-£120 per night, while luxury accommodations can easily exceed £300.
Why visit Japan in 2025?
The exchange rate looks set to stay in favour of the pound. Plus, 2025 offers additional incentives to visit Japan. Several high-profile events, including the Osaka Expo, will attract global attention, offering visitors a chance to experience Japan at its vibrant best. Additionally, ongoing investments in infrastructure and tourism services ensure an even better travel experience for international guests.
Timing Your Trip
Deciding when to travel can significantly influence the experience. Spring and autumn are ideal for mild weather and stunning natural scenery, while summer appeals to those who love fresh air and outdoor activities. Winter, with its festive atmosphere and snow sports, adds another layer of charm.
Whether you’re drawn by the culture, cuisine, or natural beauty, Japan remains a destination that offers something for everyone. With favorable economic conditions and a wealth of attractions, 2025 might just be the perfect year to explore this fascinating country.
By Declan Morton, writer and editor at Essiell Ltd and Money4Travel.
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For Reference: Number of visitors from the United Kingdom to Japan from 2016 to 2022, Statista ; Japan-bound Statistics, JTB Tourism Research & Consulting Co; Japanese yen to British pounds sterling Historical Exchange Rates, Wise Payments Limited 2024; Pound to yen forecast 2024, 2025, 2026 – 2028, Longforecast.com.
