The Lost Wanderlust of Japanese Tourists—and the New Paths Toward France
For decades, the Japanese traveler was one of the world’s most elegant wanderers. Their presence was unmistakable in Parisian pâtisseries, Provençal lavender fields, and along the Seine, where cameras framed bridges like paintings. They traveled not to conquer distance, but to collect beauty—to study it, savour it, and return home transformed.
Yet, something changed. The number of Japanese travellers abroad has yet to fully bounce back to pre-pandemic levels, and deeper than the statistics lies a subtle cultural pause—a hesitation, perhaps, to resume the rhythm of wide-ranging exploration.
To unpack this, one must understand how deeply travel is woven into Japanese cultural identity. During the Meiji era (1868–1912), young diplomats and scholars travelled to Europe—especially France—seeking philosophy, fashion, modern science. In the post-war decades, France became the destination of choice for lovers of art, gastronomy, elegance. French films filled Tokyo cinemas. Yen-denominated guidebooks to Paris were stacked high in Ginza’s bookstores.
France, to the Japanese imagination, was not just a place—it was a feeling. Poetic. Refined. Thoughtful. A mirror to their own aesthetics of simplicity and grace.
Today, we see the embers of that connection glowing again—albeit in a recalibrated form.
A New Kind of Japanese Wanderlust
The data show Japanese interest in France remains real. In 2019, reports projected that Japanese tourists travelling to France would grow from 1.1 million to 1.3 million by 2023. While the pandemic delayed that path, the baseline appetite persists. Meanwhile, for inbound tourism into Japan, the country recorded 3.4 million visitors in August 2025 alone (+16.9% year-on-year) according to the Japan National Tourism Organization (JNTO).
This dual trend suggests mobility is returning—but travellers are more selective. Japanese visitors to France increasingly favour museums and monuments (97% participating) over parks and gardens (down to 29.1%). They’re seeking elevation of experience over mere sightseeing.
On the flip side, France regards Japan as a priority market. In a July 2025 statement, the French Tourism Minister voiced optimism about deepening exchanges between France and Japan under “new experiences” and cultural partnerships.
From Japan to France and Back: A Cultural Dialogue
In many ways, this journey is less about tourists and more about ambassadors of taste. Japan isn’t only the source of travellers; it is a source of cultural vitality for France. The long shared history of Japonisme in France reminds us that Japanese aesthetics and French art have dialogued since the 19th century.
Meanwhile, Japanese institutions are also spotlighting French culture. The centennial of the Maison franco‑japonaise in Tokyo in December 2024 marked a century of Franco-Japanese academic and artistic exchange.
These aren’t mere footnotes—they are the infrastructure of emotion and connection that make travel meaningful.
What Awaits the FQM Reader in Japan Today
For those who seek Japan not as a checklist but as a narrative, the following destinations invite depth:
- Kanazawa—where samurai gardens and contemporary art coexist.
- Kyoto, not the postcard version but the lesser-known tea houses and artisan workshops requiring handwritten invitations.
- Setouchi Islands, where land, sea and art merge in quiet beauty.
- Hida Takayama, where wood-carving traditions survive in mountain air.
Here, France’s love of terroir and Japan’s devotion to seasonal rhythm speak the same language of moderation, craftsmanship and intellect.
A Shared Truth
Whether strolling Paris’s Île Saint-Louis at dusk or walking Kyoto’s maple-lit paths in November, the message is the same: Beauty is not merely seen—it is savoured. And travel, when done with intention, becomes not a journey outward, but inward.
For the Japanese traveller rediscovering France and the French traveller discovering Japan, wanderlust was never truly lost. It was simply waiting—like an unopened letter on a quiet desk—ready for the right moment to be read again.
Sources
- Del Report — “Travelers from Japan to France Set to Reach 1.3 Million by 2023”
https://www.delreport.com/2019/12/04/travelers-from-japan-to-france-set-to-reach-1-3-million-by-2023/ - Japan National Tourism Organization (JNTO) — Inbound Visitor Data (August 2025)
https://www.tourism.jp/en/tourism-database/stats/inbound/ - Visit Paris Region (Official Tourism Board) — Profile of Japanese Visitors in Île-de-France
https://pro.visitparisregion.com/en/content/download/3596/file/JAPANESE%20VISITORS.pdf - Travel Voice (Japan Tourism Business News) — Interview with French Tourism Minister on Market Strategy
https://www.travelvoice.jp/english/tourism-minister-of-france-talks-about-three-keywords-to-maintain-the-no-1-tourism-country-in-the-world - Creative Europe / Creative Unite — “Japonisme: Why Japanese Culture Is So Popular in France?”
https://creativesunite.eu/article/japonisme-why-is-japanese-culture-so-popular-in-france-/ - Le Monde (International Edition) — “Tokyo’s Maison franco-japonaise, a Century-Old Anchor of France’s Cultural Policy in Japan”
https://www.lemonde.fr/en/culture/article/2024/12/27/tokyo-s-maison-franco-japonaise-a-century-old-anchor-of-france-s-cultural-policy-in-japan_6736501_30.html
Header Photo Credit: Yasintha Dinuk: https://www.pexels.com/photo/couple-sitting-on-the-wall-with-the-eiffel-tower-in-the-background-14703462/
About the Author
Isabelle Karamooz, Founder of FQM is originally from Versailles, France. Isabelle harbored a lifelong fascination with exploring the world. Her journey began at 17 when she seized the opportunity to study abroad in Rhonda, Spain, igniting a passion for travel that took her across continents. From vibrant Hong Kong to picturesque Ireland, from the historic streets of Italy to the enchanting landscapes of Morocco, she embraced diverse cultures and experiences, truly embodying the spirit of a global citizen. After several years of exploration, Isabelle found a sense of home in Los Angeles, where she immersed herself in the vibrant cultural scene while working at the French Consulate. With a deep-seated love for the arts and history, she pursued her academic endeavors, earning a Bachelor's degree in History from the University of California, Berkeley. Furthering her dedication to education, she has studied to pursue a Master's program in teaching at the University of Southern California, eventually sharing her knowledge and passion as a French instructor for aspiring students at UNLV and CSN in Nevada. Driven by her passion for storytelling and cultural exchange, Isabelle founded French Quarter Magazine, where she serves as the Editor-in-Chief. In this role, she orchestrates the publication's diverse content, from conducting interviews and pitching story ideas to capturing captivating moments through photography. Currently, she is channeling her creative energies into her first English-language work, a novel that delves into the compelling life of Coco Chanel. Filled with adventure, intrigue, and a touch of romance, her debut novel promises to captivate readers with its rich tapestry of history and emotion.
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