Japan Unveils Long-Term Tourism Plan to Balance Growth and Sustainability, Expanding Overtourism Measures to Hundred Regions and Setting New Targets for Repeat Visitors

Japan is embarking on a transformative journey to reshape its tourism industry with a long-term strategy that seeks to balance growth and sustainability. The newly unveiled plan aims to tackle the growing challenges of overtourism by expanding measures to address overcrowding and strain on popular destinations across the country. In a bid to spread the benefits of tourism more evenly, the Japan Tourism Agency targets increasing the number of regions actively managing tourism impacts from 47 to 100 by fiscal 2030. Additionally, the strategy sets ambitious goals for repeat visitors, raising the target from 36 million to 40 million. By focusing on both regional development and repeat tourism, Japan hopes to foster a more sustainable, resilient tourism ecosystem that contributes to economic growth while preserving the nation’s cultural and natural heritage.

With a focus on sustainability and resilience, this new plan is designed to strengthen Japan’s tourism sector in the face of global challenges. The draft, which is scheduled for Cabinet approval in March 2026, outlines how Japan will balance tourism growth with the needs of local communities and cultural preservation, positioning tourism as a key driver of both regional and national economic development.

Shifting Focus Towards Sustainable Growth

While the Japan Tourism Agency has retained its target of attracting 60 million inbound visitors and generating ¥15 trillion in tourism-related spending by fiscal 2030, the updated plan includes significant changes to better align with long-term sustainability goals. One major shift is an increase in the target number of repeat visitors, from 36 million to 40 million. This change reflects the country’s growing focus on attracting tourists who not only visit once but return regularly, contributing to higher economic benefits through repeat spending.

In 2025, Japan’s inbound tourism spending reached an all-time high of ¥9.5 trillion, making it one of the largest contributors to the country’s export sector. This success has led to a renewed recognition of tourism as a strategic industry capable of driving economic growth in both metropolitan areas and less-visited regions. The new strategy is designed to make the tourism sector a central part of Japan’s long-term economic vision while addressing the challenges posed by overcrowding and uneven visitor distribution.

Expanding the Benefits of Tourism to Regional Areas

The focus of the new plan on regional development is perhaps the most significant shift in Japan’s tourism strategy. The aim is to alleviate the pressure on heavily visited destinations such as Tokyo and Kyoto by encouraging tourists to explore lesser-known parts of the country. By targeting a greater number of regions for tourism initiatives, Japan hopes to create a more equitable distribution of tourism benefits, thus supporting rural areas and revitalizing local economies.

The Japan Tourism Agency plans to expand the number of regions addressing overtourism through targeted strategies designed to preserve local culture, improve infrastructure, and enhance the visitor experience. By diversifying the tourism offerings and spreading visitation across more areas, the agency hopes to reduce the negative impacts of overcrowding and ensure that local communities are better positioned to benefit from the influx of tourists.

Reducing Overreliance on Key Markets

Japan’s tourism industry faces vulnerabilities due to overreliance on a few key source markets, particularly China, which has historically been the largest source of inbound visitors. The recent decline in Chinese tourism, exacerbated by political tensions between Japan and China, has underscored the need for a more diversified approach to attract tourists from a wider range of countries and regions.

In response, the Japan Tourism Agency’s updated strategy emphasizes the importance of broadening the market base. While China remains an important tourism partner, Japan aims to increase its appeal to visitors from other regions, particularly emerging markets in Southeast Asia, North America, and Europe. By expanding outreach efforts and improving international marketing, Japan seeks to build a more stable and diverse tourism industry that is less susceptible to geopolitical shifts.

Emphasizing Sustainability and Long-Term Resilience

Sustainability is at the core of Japan’s new tourism strategy. The country’s tourism industry must evolve to handle the increasing demand while also protecting its cultural heritage, natural landscapes, and the quality of life for local residents. The Japan Tourism Agency is committed to promoting eco-friendly practices and ensuring that tourism growth does not come at the expense of the environment or local communities.

The new plan also highlights the importance of resilience, with the agency focusing on strategies that enable the tourism sector to withstand global uncertainties. Whether in the face of economic downturns, natural disasters, or shifts in international politics, Japan’s tourism policy aims to safeguard the industry’s future by prioritizing flexibility and adaptability.

Looking to 2030: Japan’s Vision for the Future of Tourism

As Japan looks ahead to fiscal 2030, its tourism strategy reflects a clear vision of growth, sustainability, and balanced development. The goal is not simply to increase visitor numbers but to create a tourism ecosystem that benefits all regions, supports local communities, and strengthens the country’s cultural and economic fabric. The plan acknowledges the challenges posed by overtourism and strives to find a delicate balance between welcoming visitors and preserving what makes Japan unique.

By focusing on regional diversification, encouraging repeat visits, and promoting sustainable practices, Japan is setting the stage for a tourism sector that can thrive for decades to come. The country is making a deliberate move away from over-reliance on certain markets and areas, ensuring that the benefits of tourism are shared more evenly and that the industry remains resilient in the face of global change.

In conclusion, Japan’s new tourism strategy marks a turning point for the country’s tourism sector. With an emphasis on sustainability, regional development, and market diversification, Japan is positioning itself as a leader in responsible tourism. The updated plan ensures that tourism continues to drive economic growth while safeguarding the long-term health of the nation’s cultural heritage and environment. As the country moves toward its 2030 goals, Japan is poised to set a new standard for sustainable tourism in the 21st century.

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