The Japanese government approved a new three-years basic tourism promotion plan, which was updated for the first time in the past six years, in order to develop sustainable growth of tourism in three keywords of ‘Sustainable tourism,’ ‘Expansion of local spending’ and ‘Encouragement to send inbound travelers to local regions.’
Under the national plan, the government aims to achieve 5 trillion JPY for spending in Japan by inbound travelers (4.8 trillion JPY in 2019) and 22 trillion JPY for spending in Japan by Japanese travelers (21.9 trillion JPY in 2019) as soon as possible. Detailed goals in the inbound travel market include spending of 200,000 JPY per inbound traveler (159,000 JPY in 2019) and two nights in local regions (1.4 nights in 2019).
In the domestic travel market, a goal of 320 million nights in local regions in total (300 million nights in 2019) is sought through rise in travel frequencies and longer travel days.
A key direction of the new plan is to seek quality of travelers rather than the numerical goal.
The government defines tourism as an important role in the national growth strategy, local revitalization and international mutual understandings.
As national tourism policies, the government is addressing higher-valued tourism industry, tourism digital transformation, training of tourism professionals and sustainable tourism.