Japan’s tourism industry is back, with a record 10 million visitors in early 2026. But a major shift is underway: Chinese arrivals, once the backbone of Japan’s tourism boom, remain well below pre-pandemic levels. With visitor arrivals from South Korea, Southeast Asia, Europe and the US surging, can these new markets make up for the drop from China? And how are they reshaping the Japanese tourism industry’s growth, earnings and competitiveness? Arnold Gay finds out from senior correspondent Michiyo Ishida.