Spain contributed 10,100 travellers, a 36.5% increase compared to 2025.
The Japan National Tourism Organisation (JNTO) reported that 3,597,500 international visitors arrived in the country in January 2026, a 4.9% decrease compared to the same month last year.
The month’s performance was partly influenced by the timing of the Lunar New Year (which in 2025 was celebrated at the end of January and in 2026 took place in mid-February), which particularly affected some Asian markets. However, strong demand linked to the snow season and winter sports boosted travel from many markets, particularly South Korea, the United States, Australia and several European countries. In total, 17 markets recorded their best ever figures for a month of January.
South Korea reached 1,176,000 visitors (+21.6%), exceeding one million one hundred thousand travellers in a single month for the first time, while the United States (207,800, +13.8%), Australia (160,700, +14.6%) and several European markets also achieved record highs for January.
In the case of Spain, 10,100 travellers visited Japan in January, representing a 36.5% increase compared to 2025 and setting a new record for this month. The consolidation of Spanish travellers’ interest in Japan, together with the diversification of air routes with stopovers in Asia and the Middle East, have contributed to this positive result.
About JNTO
The Japan National Tourism Organisation (JNTO) is an independent administrative agency of the Japanese government whose role is to promote Japan as a tourist destination. In 2025, a total of 245,600 Spanish tourists travelled to Japan, representing an increase of 34.7% compared to 2024, when 182,284 travellers from Spain visited the country.
Following the opening of its first office in Spain in March 2017, the JNTO now has 26 offices worldwide and is also linked to the Japan Tourism Agency of the Ministry of Land, Infrastructure, Transport and Tourism. The Madrid office is responsible for promoting tourism in Japan in Spain and Portugal, and its functions include assisting professionals in the tourism sector in the promotion and development of new destinations and itineraries, and participating in trade fairs and professional tourism meetings. In addition, it is responsible for providing information and material to tourists who wish to or are going to travel to the country, collaborating with and providing information about Japan to the media and journalists, promoting the country as a MICE destination, and conducting studies on Spanish outbound tourism to Japan.
Source: COMUNICACIÓN IBEROAMERICANA