TOKYO, Japan Wire - The western Japan city of Nara has long been seen as a day-trip destination among visitors who come to feed the free-roaming deer and visit World Heritage-listed temples and shrines before returning to bases in Kyoto or Osaka. But recent figures suggest a shift, with more visitors choosing to stay overnight.

As inbound tourists continued to enjoy a weak yen and the World Exposition in Osaka put a spotlight on the Kansai region, visitors to Nara topped 16 million in 2025, according to data published by the city in July.

But while the total number of visitors to the ancient capital remains well below pre-pandemic levels, overnight guests have increased by 28.8 percent since 2019, reaching 2.24 million, the highest level since the city began collecting comparable tourist statistics in 2009.

Among the record 3.52 million foreign visitors in 2025, 569,000 stayed overnight -- a year-on-year increase of 27.9 percent and another record high for the city.

Visitors from the United States and South Korea showed particularly strong growth compared with pre-pandemic levels, according to the city.

From one ancient capital to another, Nara relies heavily on Kyoto -- and Osaka -- as gateways for domestic and foreign visitors, with both cities just an hour away.

But while Kyoto in particular grapples with troubles related to overtourism, Nara has for years acknowledged the challenge of getting its own visitors to stay longer and shedding a reputation as a day-trip destination.

The latest figures, the city suggests, show that change is under way, with Nara gradually developing into a destination in its own right, rather than a place to pass through.

A representative of the city’s tourism strategy division said that a growing number of accommodation facilities was a major factor behind the increase in overnight guests, adding that the city has also strengthened efforts to give visitors reasons to stay into the evening.

Initiatives include events encouraging visits to Nara’s temples and shrines after dark, and the recent publication of Japanese and English maps to help visitors navigate the local bar scene, which the city says is gaining global recognition as more young bartenders open their own establishments.

Looking ahead, work continues to explore the possibility of developing hot spring facilities around Sarusawa Pond between Nara Park and the historic Naramachi district, in the center of the city, among other initiatives aimed at attracting visitors and encouraging longer stays.

In the meantime, recent developments could further boost efforts to establish Nara as a destination in its own right.

Hoshino Resorts Inc. opened Hoshinoya Nara Prison in June, a luxury hotel converted from a historic former prison with suite rooms created by combining former prison cells. Located near Nara Park, the site includes the Nara Prison Museum, which is open to non-guests.

Further afield, Nara and the wider prefecture are readying for the impact of UNESCO’s decision in July to add the ancient archaeological sites of Asuka-Fujiwara to the World Heritage list.

It will take some time for visitors to explore the cluster of 19 archaeological sites located in a rural region south of the city, accessible by train from Nara Station.

Dating from the late sixth century to the early eighth century, the sites include temples, burial tombs and the remains of Japan's first full-fledged capital.

This article was submitted by a contributing writer for publication on Japan Wire. 

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