Since the end of restrictions related to the COVID-19 pandemic, an increasing number of tourists have been visiting Japan. Consequently, many businesses are placing greater emphasis on inbound tourism measures. To ensure tourists enjoy a comfortable stay in Japan during their travels, businesses need to adopt and implement a variety of measures and fully prepare their infrastructure to accommodate travelers from other countries.

Businesses that adopt these measures are eligible for many different inbound subsidies offered by both the national government and regional and local government entities.

In this article, we’ll go over the kind of inbound subsidies businesses can receive. We’ll look at subsidy programs available in Tokyo and other areas, including eligible industries and the subsidy amounts available.

What’s in this article?

• What are inbound subsidies?
  
• List of the major inbound subsidies　
  
• Examples of the inbound subsidy program in Tokyo
  
• Examples of subsidies and grants from other areas
  
• Examples of past inbound subsidy programs
  
• Using inbound subsidies to prepare for demand
  
• How Stripe Terminal can help
  

What are inbound subsidies?

Inbound subsidies are grants specifically designed for inbound tourism businesses. They have been established to promote the development of tourism infrastructure so that foreign visitors to Japan can enjoy their time in the country without stress.

As previously mentioned, the number of tourists visiting Japan from overseas is increasing, and inbound demand for Japan continues to expand. The Japanese government aims to support inbound tourism businesses that are trying to meet this demand. The government also has a goal of further developing regional economies.

Inbound subsidies are offered by national and local governments based on specific objectives. There are predetermined criteria and conditions that dictate which industries and recipients are eligible, and for what subsidy amounts. Businesses must initially bear the costs of any inbound tourism measures they take before submitting the necessary documents to receive a subsidy. Further, inbound subsidies generally do not require repayment—as long as the funds are used for their intended purpose. Therefore, the ability to reduce business expenses through subsidies represents a significant advantage for inbound tourism businesses.

List of the major inbound subsidies

When inbound tourism businesses take advantage of subsidies to improve the overall quality of their services, it enhances the satisfaction of foreign travelers, thereby stimulating inbound consumption.

There are a number of inbound subsidy programs available, all with unique scopes and eligibility requirements.

The start and end dates for applications are set individually for each program, and depending on the program, the application period for this fiscal year might already have ended. Therefore, if you are considering applying, be sure to check in advance whether applications are being accepted for this fiscal year or the next, and take note of when the application period begins.

Examples of the inbound subsidy program in Tokyo

There are multiple Tokyo-based subsidies available to applicants. Depending on the program, subsidies for the coming year (or years) might not yet be determined. So, it is important to regularly check the latest information on the Tokyo Convention & Visitors Bureau’s official website to find out whether events will be held in the future.

As of August 2025, the following subsidy programs are accepting applications.

Inbound Responsiveness Enhancement Support Subsidy

The Inbound Responsiveness Enhancement Support Subsidy is a grant program administered by the Tokyo Metropolitan Government and the Tokyo Convention & Visitors Bureau (TCVB). It targets businesses operating within Tokyo, including lodging facilities, restaurants, duty-free shops, and providers of experiential content.

• Subsidy rate and maximum subsidy amount:
  
  • For facilities, stores, and business offices: Up to 1/2 of all eligible expenses, to a maximum of 3 million yen
    
  • For small and medium-sized business associations and tourism-related business groups: Up to 1/2 of all eligible expenses, to a maximum of 10 million yen
    

This subsidy program aims to support the enhancement of inbound tourism services, primarily covering the following items:

• Implementation and enhancement of multilingual capabilities (e.g., introducing automatic translation systems, improving signage displays, etc.)
  
• Installation of payment devices and services, including support for electronic payments such as credit card payments and mobile payments
  
• Westernization of toilets
  
• Conversion of guest rooms to combination Western and Japanese style
  
• Installation of security equipment such as security cameras
  
• Development of international broadcasting facilities
  
• Listing on gourmet sites frequently used by foreign travelers
  
• Development of global talent to support accessible tourism
  
• Establishment of safety and security reception systems for foreign travelers during disasters
  

Tourism Promotion and Revitalization Initiative

The Tourism Promotion and Revitalization Initiative is a subsidy designed to support initiatives that are focused specifically on improving service quality and productivity within the tourism industry, which was severely impacted by the COVID-19 pandemic. For example, the subsidy can be used for expenses incurred when developing services or products that are aimed at attracting inbound tourists in order to capture a larger share of the travel market.

• Subsidy rate and maximum subsidy amount: Up to 2/3 of all eligible expenses per organization (per group), to a maximum of 20 million yen
  

Examples of subsidies and grants from other areas

In addition to the previously discussed subsidy programs for Tokyo, there are numerous inbound tourism subsidy programs at the metropolitan, city, and ward levels. Other prefectures, cities, towns, and villages also offer various subsidy programs. Let’s look at a couple of them.

Izumiotsu City Subsidy for Improving the Environment to Accept Inbound Tourists (Izumiotsu City, Osaka Prefecture)

A subsidy program targeting businesses and sole proprietors in Izumiotsu City is being implemented to promote inbound consumption within the city and further revitalize local industries. The range of eligible activities is broad, including expenses associated with establishing multilingual information and guidance, improving the environment for duty-free shops, and adopting cashless payment systems.

• Subsidy rate and maximum subsidy amount: Up to 2/3 of all eligible expenses, to a maximum of 200,000 yen
  

Okayama Prefecture Subsidy for International Group Tour Development (Okayama Prefecture)

The Okayama Prefecture Subsidy for International Group Tour Development was established to promote the creation of tours that use Okayama Prefecture as their base of operations.

The subsidy is meant for travel agencies and similar entities that organize group tours for overseas visitors to Okayama Prefecture, on the condition that the tours always have at least 10 participants and all participants stay at accommodation facilities within Okayama Prefecture.

• Subsidy rate and maximum subsidy amount: 800,000 yen (fixed amount)
  

Examples of past inbound subsidy programs

Numerous inbound subsidies have been offered in the past. Let’s take a look at two successful ones.

Tokyo Hospitality Store Support Program: Multilingual Services Project (Shinjuku Ward, Tokyo)

This program, which was open for applications in Shinjuku Ward, Tokyo in 2020, supported SMEs in developing their multilingual capabilities.

• Subsidy rate and maximum subsidy amount: Up to 2/3 of eligible expenses per case, to a maximum of 100,000 yen
  

The main activities the subsidy program targeted included:

• Translation of multilingual signage and information boards inside and outside stores
  
• Creation of multilingual websites
  
• Purchase of automatic audio translation devices
  
• Translation of multilingual menus (including digital menus)
  
• Creation of multilingual pamphlets
  

In addition to the Multilingual Services Project, the Tokyo Hospitality Store Support Program implemented two other projects: the Westernization of Toilets Project and the Infection Prevention, Business Model Transformation, and Sales Promotion Project. The latter was carried out from 2022 to 2023 as a means of addressing the impact of the COVID-19 pandemic. Though it’s no longer the height of the pandemic, depending on the circumstances, it might be possible for the project to be revived in the future with specific business activities adjusted accordingly.

The Experiential Tourism Product Development Support Subsidy (Nanto City, Toyama Prefecture)

The Experiential Tourism Product Development Support Subsidy was a subsidy program offered by Nanto City, Toyama Prefecture, from 2023 to 2024. It was created primarily to support lodging, food and beverage, and tourism-related businesses that had offices and operational bases within Nanto City.

The program supported private businesses that created new experiential tourism services and plans for visitors by leveraging the natural scenery and traditional craftsmanship of Nanto City, Toyama Prefecture. It provided partial funding for expenses related to development, commercialization, and promotion of those services.

• Subsidy rate and maximum subsidy amount: Up to 1/2 of all eligible expenses, to a maximum of 200,000 yen
  

Using inbound subsidies to prepare for demand

There are a wide variety of subsidy programs that have been implemented in the past in Japan, and there are those currently accepting applications. Businesses targeting inbound tourists should gather information on whether previously implemented subsidy programs will be reinstated and on currently available subsidy programs, while also closely monitoring future offerings from national and local governments.

Measures to accommodate foreign visitors to Japan, such as enhancing multilingual capabilities and introducing payment methods suitable for inbound visitors, come with expenses. From a business perspective, it can be risky to carry out inbound tourism initiatives; even if thorough countermeasures are taken, the excessive cost burden can negatively impact business operations. However, by utilizing the various inbound subsidy programs offered by prefectures, cities, towns, and other levels of government, it’s possible to reduce these costs significantly.

As an inbound business owner, be sure to take advantage of the subsidy programs Japan has to offer. This kind of financial support can help you pursue further growth of your business.

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