25/08/2026
Japan’s tourists spent a record ¥9.46 trillion last year. Some of that money went to places that never set out to attract them.
Konbini, public bathhouses and roadside rest stops offer a glimpse of everyday Japan, without manufacturing an experience around it. And with a record 42.7 million overseas visitors last year, more people than ever are discovering the country through places like these.
A look at social media makes the shift clear: even a trip to 7-Eleven has become travel content. Everyday Japan is now part of what visitors come to experience.
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Convenience stores, public bathhouses and roadside rest stops helped attract a record 42.7 million visitors last year — largely by just doing what they were built to do. Japan received a record 42.7 million overseas visitors in 2025, 15.8% more than the year before. According to the Japan Tourism ...