Back to today’s briefing

Story perspectives

Japan Welcomes 35 Million Tourists, Aiming for JPY 15 Trillion

8/7/2025

40 9

Summary

Story summary

Japan's tourism is flourishing once again, welcoming over 35 million visitors in 2024. With a vision for quality experiences, the government targets JPY 15 trillion in revenue by 2030. By emphasizing regional adventures and restoring historical sites, companies are not only tackling overtourism but also breathing new life into local cultures and economies.

1 of 1

Story summary

Japan's tourism is flourishing once again, welcoming over 35 million visitors in 2024. With a vision for quality experiences, the government targets JPY 15 trillion in revenue by 2030. By emphasizing regional adventures and restoring historical sites, companies are not only tackling overtourism but also breathing new life into local cultures and economies.