JNTO estimates 3,103,700 international visitors arrived in Japan in September 2026, down 5.0% year on year. Even so, seven markets — including South Korea and Taiwan — set new September records.
September in numbers
According to estimates released by the Japan National Tourism Organization (JNTO) on 21 October, 3,103,700 international visitors came to Japan in September 2026, 5.0% fewer than a year earlier.
Seven markets — South Korea, Taiwan, Singapore, India, Mexico, Russia and the Middle East — nevertheless recorded their highest September ever. Cumulative arrivals passed 30 million by the end of September, as they did last year.
Why the overall number fell
JNTO attributes the decline in many markets to higher airfares linked to the situation in the Middle East, reduced flight schedules and typhoon cancellations.
The Asian Games held in Aichi Prefecture brought athletes and officials to Japan during the month.
What it means for shops and brands
Even when the headline number dips, the growing markets are clear. Korean and Traditional Chinese are the first languages worth getting right.
On menus and in-store signage, simply stating the hero dish and its price in several languages changes how often it gets chosen.
On Instagram, keeping the same photo but adapting the caption language and first line for each market makes saves and DMs more likely.
How Seiichi Studio can help
Multilingual menu and flyer design (from ¥5,000), social media for Korean- and Chinese-speaking audiences, and campaigns for international visitors — in Japanese, English and Chinese. Send us "相談" via DM.
FAQ
How many international visitors came to Japan in September 2026?
3,103,700 according to JNTO estimates, down 5.0% year on year.
Which markets set September records?
South Korea, Taiwan, Singapore, India, Mexico, Russia and the Middle East.
Where should a shop start with multilingual content?
With the languages of growing markets: menus, in-store signage and the first lines of social posts.