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VisitBritain
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Situations
Japan inbound growth and overtourism
10 clusters · 32 sources · last updated
Latest: Japan tourism market diversifies as Chinese visitor numbers decline
In July 2026, Japan recorded a record-breaking 3.44 million foreign visitors, a 0.1% increase year-on-year. This growth was driven by summer vacation demand, increased flight availability, and a weak yen, with 17 countri
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VisitBritain launches trade mission to Australia and New Zealand
[BUSINESS] · 2 sources ·