Japan’s cruise market is set to expand as more Japanese companies place orders for new ships, which are all expected to enter service before 2029. NYK Cruises will debut the 744-guest Asuka III in 2025 and Ryobi Holdings will deliver Japan’s first 120-guest, yacht-style cruise ship in 2027.
Meanwhile, MOL Cruises, which purchased a second-hand ship from Seabourn in March 2023 and began operating it as the 458-guest Mitsui Ocean Fuji in December 2024, plans to build two new 600-guest vessels in 2027 and 2028. In addition, Oriental Land Company, which operates Tokyo Disneyland, has signed a Japan-based licence agreement with Disney Enterprises and ordered a new 4,000-guest ship, aiming to begin service in 2029. If all these ships enter service as planned alongside existing vessels, the total passenger capacity for Japan-based cruise lines will be five times higher in 2029 than it was in 2023.
Why are so many Japanese companies investing in the cruise industry? The reason is simple: supply has driven demand. This demand emergence process is unique to the cruise sector. In most other industries, demand comes first, followed by supply. For example, in the marine container logistics sector, growth in the production activities of companies located behind ports increases cargo demand, so ports develop infrastructure to meet these needs. However, the cruise industry develops terminals first, usually in places without any other facilities, and demand for ships and passengers follows.
Let’s take a look at what kind of supply-side efforts have been made to grow cruise demand in Japan. One initiative is the investment in building cruise terminals at ports across Japan. The map opposite shows that 14 ports have opened cruise terminals since 2018. Specifically, new terminals have opened in Otaru and Hakodate in Hokkaido, Aomori and Akita in the Tohoku region, and Kanazawa, Kyoto Maizuru and Sakaiminato on the Sea of Japan side of the country. New terminals have also been built in Tokyo, Yokohama, Osaka and Kochi on the Pacific side, as well as Sasebo, Yatsushiro and Kagoshima in the Kyushu region.
The industry is also implementing both hard and soft supply-side initiatives across the country. Some of the hard measures include renovating passenger facilities and constructing covered walkways. The Japanese government is also compiling guidelines for next-generation cruise terminals, which outline how they can accommodate ultra-large ships, speed up customs, immigration and quarantine procedures, and introduce environmental measures and technology. Meanwhile, the soft measures include conducting infection control training, holding seminars to promote local understanding of cruise ships, and developing tourism products that maximise the attractions of the region. By implementing these initiatives on a national scale, the industry has successfully attracted calls from foreign cruise ships at ports all over the country. The number of ports welcoming foreign ships increased from 67 in 2019 to 92 in 2023. The Japanese government has set a target of 100 ports by 2025.
Post-pandemic, the quality of the cruise experiences on offer in Japan has changed significantly too, and the market is now very diverse. Many ports in Japan are developing tourism products that offer guests authentic experiences that take advantage of the uniqueness of the region. The results of these efforts are gradually becoming apparent.
In 2019, more than half of the cruise ships calling at Japanese ports were casual class, when combined with premium class, 81 per cent were medium- to large-sized vessels. However, in 2023, small luxury and expedition-class ships accounted for more than half of the visiting cruise vessels. What is even more noteworthy is that each type accounts for around 20 per cent of the total number of visiting cruise ships, indicating that a balanced diversified market has been realised.
One of the most important indicators for the future growth of the Japanese cruise market is the number of inbound foreign visitors. The Japanese government has set a goal of welcoming 60 million foreign visitors to Japan in 2030. The number of foreign visitors to Japan in 2024 was 36.86 million, which surpassed the previous record of 31.88 million in 2019. Considering this, it seems that it will be possible to achieve the government’s 2030 target.
Currently, most of these inbound foreign visitors arrive in Japan by plane and return home after sightseeing on land by train or car. The next key point for the Japanese cruise industry is to convert the rapidly increasing inbound foreign visitors into cruise passengers who visit Japan from the sea. This sea inbound tourism route is an unexplored blue ocean, and now is the time for foreign cruise lines to invest in Japan. Why not take this opportunity to consider deploying your cruise ship in Japan?
A diverse destination
Travellers can explore an array of cultural, gastronomic, historical and natural attractions while cruising in Japan. Six ports outline the highlights in their destinations
Kanazawa Port
Situated in the heart of the Hokuriku region, Kanazawa Port is a 20-minute ride to the historical castle town of Kanazawa, Kenrokuen Garden, Nagamachi Samurai District, Omicho Market, and teahouse (geisha) districts. Gold leaf and Kaga Yuzen are some of its thriving arts and craft forms renowned nationwide.
National Geographic magazine hand-picked Kanazawa as an ideal destination for travellers who want to “get a taste of authentic Japan” in its Best of the World 2025 list. Noto Peninsula, Kaga Hot Springs and Unesco World Heritage Sites such as Shirakawa-go village are also close enough for day trips.
Read more on the Kanazawa Port website
Kyoto Maizuru Port
Kyoto Maizuru Port is situated in the central part of mainland Japan, surrounded by mountains. It has a passenger terminal that opened in 2021 and is equipped with a customs, immigration and quarantine area.
Cruise guests can visit hidden gems, including Tanabe Castle, the fish market and the temple district, which are all within a short walking distance of the port. The most popular shore excursion destinations are well-known attractions Amanohashidate, which is widely considered as one of the three most beautiful views in Japan; Ine, a fishing village renowned for its boat houses; and Kyoto City.
Read more on the Kyoto Maizuru Port website
Okinawa
Consisting of 160 islands, Okinawa is Japan’s southernmost island region and is located between Taiwan and mainland Japan.
Okinawa is recognised as both a Unesco Natural World Heritage and Cultural World Heritage site
Okinawa has pristine beaches, vibrant coral reefs and lush subtropical forests. This natural beauty, alongside its rich cultural heritage, led to Okinawa being recognised as both a Unesco Natural World Heritage and Cultural World Heritage site. The islands are home to unique species and offer a glimpse into the distinctive Ryukyu culture, with historic sites like Shurijo Castle reflecting its storied past. Okinawa’s biodiversity and history make it a global treasure.
Read more on the Okinawa Port website
Port of Hakodate
Located at the southern tip of Hokkaido, Hakodate is one of Japan’s most popular tourist destinations. Hakodate, which opened as Japan’s first port for international trade along with Yokohama and Nagasaki in 1859, has been influenced by various foreign cultures and grown into an important transportation hub between Hokkaido and Honshu. The port has two wharfs: the Wakamatsu Wharf in the city centre, which can accommodate cruise ships up to 120,000gt, and the Minato-cho Wharf, which can handle cruise vessels up to 170,000gt.
With historical buildings, views from the top of Mount Hakodate, fresh seafood and hot springs, Hakodate offers both urban living and outdoor activities for visiting cruise guests to enjoy.
Read more on the Port of Hakodate website
Port of Sakitsu
Port of Sakitsu is a small fishing port located in the Sakitsu Village, a site designated as a Unesco World Heritage Site as part of the Hidden Christian Sites in the Nagasaki and Amakusa region. This small community of only a few hundred people has maintained a rare harmony between Christianity, Buddhism and Shinto.
Port of Sakitsu is located in the Sakitsu Village, a site designated as a Unesco World Heritage Site
The port is gaining attention as a destination for expedition cruises in Japan. Visitors can explore the Sakitsu Village, experiencing its rich traditions and local lifestyle up close. They can also enjoy fresh seafood prepared by sushi chefs who are also local fishermen. Additionally, the area offers facilities for a variety of marine activities, making it a captivating destination for shore excursions.
Read more on the Port of Sakitsu website
Port of Yatsushiro
The new Port of Yatsushiro began full-scale operations in 2023. It is the maritime gateway to Kumamoto Prefecture in the heart of Kyushu, which is the closest region in Japan to mainland Asia. The cruise ship berth is 410 metres long and can accommodate ships up to 220,000gt. Additionally, the port has developed a new terminal and hospitality zone with souvenir shops, a food court and green spaces.
Popular shore excursion options include Kumamoto Castle, one of Japan’s three great castles, and Mount Aso, which boasts the world’s largest caldera. There are also various half- and full-day tours, such as dolphin-watching, that depart directly from the base of the cliffs.
Read more on the Port of Yatsushiro website
Dr. Hirohito Ito is general manager of transportation and logistics for the cruise research division at Central Consultant
Discover more insights like this in the Spring/Summer 2025 issue of Cruise & Ferry Review. Don’t miss out – subscribe for FREE and get the next issue delivered straight to your inbox.