The Japan diving tourism market is expected to experience steady growth over the next decade, with projections indicating the market will grow from an estimated USD 185.9 million in 2025 to USD 265.8 million by 2035. This growth reflects a CAGR of 3.6% from 2025 to 2035. As interest in underwater exploration continues to rise, along with the increased accessibility to diving destinations, Japan’s diving tourism sector is poised for a 1.4X increase in market value during the forecast period.
| Attribute | Value |
|---|---|
| Estimated Industry Size (2025E) | USD 185.9 Million |
| Projected Value (2035F) | USD 265.8 Million |
| Value-based CAGR (2025 to 2035) | 3.6% |
Japan's diving tourism market is gaining a lot from rising eco-tourism and sustainable travel practices. With the demand for responsible travel growing, even more, diving operators now offer packages that focus on coral reef preservation, marine wildlife conservation, and educational underwater tours.
Technological developments in diving suits, equipment, and safety provisions are also augmenting the dives with greater efficiency, safety, and accessibility, thus opening access to a huge pool of consumers. Virtual and augmented reality incorporation in the process of planning diving expeditions drives the market since it offers spectacular previews of popular dive sites from Japan.
With an increase in the number and sophistication of dive resorts, marine parks, and liveaboard vessels, popular destinations such as Okinawa, the Ogasawara Islands, and the Izu Peninsula will see increased demand. Lower-profile areas, including waters surrounding the Amami Islands and along the coast of Kyushu, are also attracting attention due to their pristine marine environments.
With adventure, cultural history, and environmental consciousness blending together, the diving tourism industry in Japan stands a great chance of growing for the coming years. It caters to experience divers and fresh faces, which are targeted on sustainable tourism, unique underwater experiences, and different types of fish.
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The Japan diving tourism market has grown steadily and in the first half of 2024 by 3.1%. It is expected to keep this momentum into 2025, when it will keep growing at an average overall CAGR of 3.6%. An important driver for this growth is the growing interest in green diving practices, as well as the increased usage of digital platforms that enable tourists to easily plan their dive trips.
Online platforms are predicted to take up 58% of the entire market share of diving tourism booking in Japan by 2024. As people become more and more accustomed to mobile apps and websites that streamline booking, a growing number of divers now find it easier to organize their tours through user-friendly digital interfaces. Online booking will continue to trend upward as the number of operators introducing seamless, integrated booking, scheduling, and payment systems rises.
| Date | Development & Details |
|---|---|
| Jan 2025 | Launch of Eco-Friendly Diving Packages by Okinawa Divers: Okinawa Divers, a premier dive operator in Japan, recently launched a new series of eco-friendly diving tours in Okinawa. These tours will feature guided dives on coral reef restoration, environmental education, and marine wildlife conservation for the conscious tourist who wants to travel responsibly. |
| Aug 2024 | Expansion of Dive Resorts in Izu Peninsula: A popular Japanese dive resort chain expanded its operations with the opening of a new eco-resort in Izu Peninsula, one of Japan's best-known diving destinations. The resort provides divers with access to a variety of marine habitats and eco-friendly lodging. This expansion is based on sustainable practices, including reef restoration programs and eco-diving encounters for guests. |
| Mar 2024 | Virtual Reality Dive Experiences by Dive Japan: New Virtual Reality Experience. Dive Japan is launching a new virtual reality experience in partnership with leading tech firms, enabling those interested in scuba diving to "dive" into some of Japan's most famous dive sites, from the coral reefs of Okinawa to wrecks around the Ogasawara Islands. The immersive experience is meant to inspire more people to take the plunge into real-world diving adventures. |
| Sept 2024 | Collaboration Between Japanese Marine Parks and Dive Operators: The JMCF is partnering several dive operators to operate tours in protected marine areas, including the Ogasawara Islands and the Izu Peninsula, to give divers a chance to see some of Japan's really rare underwater ecosystems. Such partnerships are set up to expose conservation efforts and opportunities for divers to enjoy the beauty of unique underwater ecosystems in marine protected areas. |
| Nov 2024 | Launch of Family-Friendly Diving Packages by Ocean Explorers Japan: Ocean Explorers Japan launched a new family-friendly line of diving tours in Okinawa, welcoming families with children aged 12 and older to experience shallow-water dives and snorkeling excursions in a safe, guided environment. Here, families can get up close to the area's vibrant marine life and participate in conservation activities together. |
Okinawa and the Ogasawara Islands remain popular diving destinations in Japan. The waters of Okinawa boast clear turquoise hues, diverse coral reefs, and abundant marine life, including sea turtles and tropical fish.
Divers who also appreciate culture go to the Ogasawara Islands, which are a UNESCO World Heritage site, to find unique species and historical wreck sites. These regions are experiencing improved infrastructure, conservation efforts, and an increased focus on environmentally friendly diving experiences.
Liveaboard diving is growing fast in Japan as more dive operators offer multi-day trips to distant dive sites. Liveaboard tours open access to the most remote reaches of Okinawa, the Ogasawara Islands, and the Kyushu coast.
Liveaboard diving is sought after by those who wish to explore pristine and remote underwater ecosystems, far from crowded dive sites. This segment will continue to grow more because many operators are investing in liveaboard vessels which are environmentally friendly and equipped with modern diving technology.
Technological innovations are made to make diving more safe and enjoyable for tourists. The new developments in underwater cameras, dive computers, even underwater drones, made diving experience better for them as it allows them to record quality footage while diving deeper into ocean, what really propels growth in the industry is the increasing number of tech-savvy divers and safety protocols for both new and experienced divers.
Companies like Mares and Scubapro are doing the most innovation and changing things. These manufacturers update equipment to cater to the modern requirements of scuba diving.
The drift-dive, in which divers become carried through underwater currents, has been one of the emerging trends in Japan's diving tourism market. Sites such as Okinawa, Ogasawara Islands, and the Izu Peninsula provide ideal conditions for drift diving, thanks to the strong, consistent currents that make it easier to explore these expansive underwater landscapes.
With drift diving, large areas can be covered without burning too much energy, and for people seeking the relaxed yet exciting experience of an adventure, the sport will gain even more traction. Natural currents in these places are what attract divers to their unique, immersed experiences in the world's most biodiverse waters.
Just like other destinations, in Japan, online booking platforms are gaining more ground. Here, one can browse available dive sites, compare prices, and book directly through websites and mobile applications. On the surface level, as a method, online booking becomes the first port of call for divers in planning trips.
Dive Japan and PADI Travel are fast-increasing platforms that help users to access a wide range of dive trips and equipment rentals. They made it easier for clients to make a booking for trips, with many being able to book on these platforms rapidly. Online bookings complemented with the use of mobile applications is poised to transform Japan's diving tourism market for more years.
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The Japanese diving tourism market is moderately consolidated with key players Okinawa Divers, Dive Japan, and Ocean Explorers Japan leading the market in terms of shares.
These will continue to grow through offering different types of sustainable and diverse dives. Smaller operators, targeted on niche niches, including wreck diving and underwater photography tours, will still have opportunities that focus on more specific customer requirements.
The Japan diving tourism market is expected to grow at a CAGR of 3.6% from 2025 to 2035.
The market is projected to reach an estimated value of USD 265.8 million by 2035.
The key factors driving the market include the increasing demand for eco-friendly diving experiences, advancements in diving technology, and the growing interest in adventure tourism.
Key players in the Japan diving tourism industry include Okinawa Divers, Dive Japan, and Ocean Explorers Japan, which are recognized for their commitment to sustainability and providing diverse diving offerings.
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