Markets
Japan

Market Characterization for Portugal

In 2024, Japan ranked as the 35th largest tourist market for Portugal in terms of overnight stays (share: 0.2%) and 29th in terms of guests (0.3%). In 2024, the Japanese market registered around 77,000 guests (var. 24/23: +40.0%), who generated 157,500 overnight stays (var. 24/23: +39.9%). It stands out as the 41st market in tourism revenue with €43.3 million, up 38.6% compared to 2023.

In terms of overnight stays, Greater Lisbon was the main destination for Japanese tourists visiting Portugal (56.3%), followed by the North (25.9%) and the Algarve (4.9%). In terms of type of accommodation, hotel stays predominated (77.0%), followed by local accommodation (14.5%) and apartment hotels (3.7%).

Portugal ranks 34th in total outbound air traffic in the market. During this period, the airlines that transported Japanese tourists to Portugal were: Lufthansa (share: 24.1%), Turkish Airlines (19.3%), Emirates Airline (16.9%), Air France (8.4%), and other airlines (31.3%). Most operations originate in the cities of Tokyo (share: 73.3%), followed by Osaka (17.1%) and other cities (6.5%).

It should be noted that Japanese tourists stay an average of 7.3 nights in Portugal (ForwardKeys); most purchase airline tickets through direct channels (share: 73.8%); and travel in pairs (29.7%).

According to SIBS data, Greater Lisbon accounts for 64.5% of the €8.5 million in card purchases originating in Japan in 2024. The North ranks second (share: 24.3%), followed by the Center (5.3%).

2025 Position | Year-over-Year Change
Guests 0.1M 27º | 23.0%
Overnight stays 0.2M 33º | 19.2%
Tourism revenue 52.4M€ 39º | 20.7%

Market Profile

Change 24/23
124.0 M Population
-0.4 %
54183.9 USD GDP per Capita
3.8 %
2.2 % Inflation Rate
-1.1 pp
31.1 % Savings Rate
0.0 pp

Japan is an Asian country with a population of 123.79 million in 2024 and was the fourth largest economy in the world.

According to Globaldata, in 2024, Japan was the 17th largest source market for tourists worldwide, generating 22.8 million trips, accounting for 1.4% of total global tourist demand.  The four main regions sending Japanese tourists abroad were: Tokyo (share: 20%), Kanagawa (12%), Osaka (8%), and Aichi (6%).

In turn, 92.0% of trips abroad made by Japanese tourists in 2024 were by air and 8.0% by sea.

Team

claudia.matias@turismodeportugal.pt

Perspectives

The IMF's latest projections indicate that the Japanese economy grew by 1.7% in 2023 as a result of the current unfavorable international situation, the conflict in Ukraine, and the war in the Persian Gulf (Israel), as well as increased energy costs and other raw materials and intermediate goods. For 2024 and 2025, slightly lower growth is expected, in the order of 0.3% and 1.1%, respectively.

According to GlobalData estimates, between 2025 and 2028, international departures by Japanese tourists abroad are expected to grow at a CAGR of 2.2%, reaching a total of 24.67 million departures in 2028.

Spending by tourists from this country abroad is expected to increase at a CAGR of 5.9% for the same period. Factors such as rising airfares and airport taxes, longer flight times to avoid flying over Russian airspace, and the depreciation of the yen against the dollar have hampered the full recovery of overseas travel, especially to more distant destinations. However, forecasts from 2024 onwards point to a significant increase in outbound tourism.

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