The number of overseas tourists visiting Japan is increasing, as inbound demand for Japan—and its unique products and services—continues to expand. To meet this demand, businesses have had to implement certain measures, ensuring tourists have comfortable, enjoyable stays in the country.

In this article, we’ll explore inbound tourism measures targeting foreign visitors to Japan, including the reasons they’re necessary, their advantages and disadvantages, and points to note about them. We’ll also look at examples of businesses that have successfully employed these measures.

What’s in this article?

• What are inbound tourism measures?
  
• The reason inbound tourism measures are needed
  
• The advantages and disadvantages of inbound tourism measures
  
• Examples of inbound tourism measures and businesses that have implemented them
  
• Subsidies available for inbound tourism measures
  
• Inbound tourism measures that have been implemented at the government level
  
• How Stripe Terminal can help
  

What are inbound tourism measures?

Inbound tourism measures are various initiatives and promotional activities designed to meet the needs of tourists visiting Japan. They aim to stimulate inbound consumption with multifaceted marketing strategies that target both Japanese customers and tourists.

The main industries actively implementing inbound tourism measures are tourism, lodging, food and beverage, and retail. However, with the experiences and services tourists seek in Japan becoming increasingly diverse, it is necessary for other sectors—as well as local governments—to implement their own original and innovative measures.

By using inbound tourism measures to increase the satisfaction level of foreign travelers—and encourage them to visit Japan again—the inbound market can achieve sustainable growth. Local economies, in turn, will benefit.

The reason inbound tourism measures are needed

The reason inbound tourism measures are necessary is the rapid increase in foreign visitors to Japan. According to data from the Japan National Tourism Organization (JNTO), the number of foreign visitors to Japan in 2024 was nearly 37 million—a record high. The figure represents an upward trend year over year, excluding the COVID-19 pandemic. In 2019, pre-pandemic, the number of tourists was just under 32 million.

The significant increase in the number of tourists means there are more people for Japanese businesses to cater to. By developing an inbound business that targets the many foreign visitors to Japan, a company can expect to increase its sales and growth. However, it is important to know how to effectively attract inbound tourists from different countries that have different cultures, religions, and business practices—and to know how to meet their needs. That is where inbound tourism measures come in.

According to the Japan Tourism Agency, the Japanese government has set targets of 60 million international visitors and 15 trillion yen in inbound consumption by 2030, further underscoring the necessity of inbound tourism measures.

The advantages and disadvantages of inbound tourism measures

Advantages

The benefits of implementing measures that target inbound tourists include:

• Positive economic effects: The increase in foreign visitors to Japan boosts domestic spending on dining, lodging, sightseeing, and transportation—invigorating the economy.

  • Examples: Tourists can purchase food and beverages, traditional crafts, electronics, and subculture goods such as anime and video games. They might also dine at restaurants that feature premium Japanese ingredients such as Wagyu beef.
    

• Revitalization of regional cities: Businesses can leverage the unique characteristics of the areas they’re located in to create distinctive new services. These services contribute to regional branding. Further, as tourism-related infrastructure is developed in each region, employment opportunities for local residents increase, thereby improving the quality of life.

  • Examples: Businesses might offer unique and experiential private lodgings such as temple, castle, and farm stays. Regions might develop local gourmet cuisine and mascots, construct hotels and restaurants, or establish region-specific sightseeing opportunities such as sake brewery tours.
    

• International exchange: By creating opportunities for international exchange where tourists and local residents can experience different cultures, mutual understanding can be deepened, and a more global perspective can be fostered.

  • Examples: Tourists and residents alike can participate in long-standing local festivals and events, as well as hands-on experiences such as rice planting and miso making.
    

• Enhancement of corporate competitiveness: The more that inbound consumption grows, the more new services and products emerge, enhancing corporate competitiveness and invigorating the market. Additionally, businesses that support multiple languages and offer various cashless payment options improve the overall quality and convenience of the experiences offered to visitors.

  • Examples: Businesses can provide multilingual information on social media and establish multilingual web reservation sites. They can also offer multilingual customer service and introduce payment methods that tourists use in their home countries.
    

Disadvantages and points to note

There are some disadvantages associated with responding to inbound demand, too. These include:

• Soaring prices: As the number of foreign visitors to Japan increases, price hikes might occur. In particular, price increases are frequently instated at restaurants and lodging facilities in urban areas, making them less accessible to local residents and straining household budgets.

  • Note: Rather than focusing solely on expanding immediate inbound tourism initiatives and short-term economic revitalization, business owners must also listen to the voices of local residents and develop projects with an eye toward long-term economic growth.
    

• Environmental concerns: The greater the concentration of people in a region, the greater the environmental burden on that area. Popular tourist spots, in particular, generate large amounts of waste. They also risk disrupting ecological balance and, in areas with scarce water resources, exacerbating water shortages due to excessive water usage.

  • Note: Businesses must refrain from excessive development to prevent the destruction of the natural environment, promote eco-friendly sustainable tourism, and encourage foreign visitors to give sufficient consideration to the environment.
    

• Burden and stress on the region: In addition to issues such as litter and noise pollution, concerns have been raised about deteriorating public safety due to overtourism. Public transportation might also become unable to handle inbound demand, leading to situations where local residents are unable to use the services themselves.

  • Note: Businesses and local governments must collaborate when it comes to tourism development, implementing activities and initiatives aimed at educating tourists on etiquette and fostering mutual understanding with local residents.
    

Examples of inbound tourism measures and businesses that have implemented them

Effective measures for attracting foreign visitors to Japan and succeeding in the inbound tourism business primarily include the following:

• Marketing research: Introducing promotional activities and branding after researching the needs of tourists
  
• Special experiences: Offering experiences and services that are unique to Japan
  
• Google Maps and Online Travel Agency (OTA): Utilizing Google Maps and listing a business’s offerings on overseas OTA sites such as Agoda to raise awareness of a business’s services
  
• Information distribution: Putting out information in multiple languages, both online (e.g., websites, social media, apps) and offline (e.g., flyers, pamphlets)
  
• Multilingual talent and tools: Hiring multilingual customer service staff and introducing multilingual AI customer service tools and chatbots
  
• Tourism infrastructure: Offering payment methods suitable for inbound tourism, as well as free Wi-Fi
  

There are several businesses in Japan that have successfully implemented these kinds of inbound tourism measures. Here are a few.

Kyoto City Tourism Association

The Kyoto City Tourism Association operates the smartphone app Kyoto Sightseeing Navi, allowing users to view useful tourism information in a total of seven languages: Japanese, English, Chinese (both Simplified and Traditional), Korean, French, Spanish, and Thai.

Not only that, but with AI-powered Sightseeing Comfort Maps, users can check date- and time-specific crowd levels (i.e., comfort levels guests might experience) around popular tourist spots, and use live camera feeds to remotely monitor conditions in real time. In this way, Kyoto Sightseeing Navi helps visitors enjoy a comfortable tour of Kyoto while avoiding crowds.

Note that Kyoto Sightseeing Navi also functions as a website, so it can be accessed from a computer as well.

Tokyo Disney Resort

At Tokyo Disney Resort, park maps, restaurant menus, and attraction details are provided in Japanese, English, Chinese (both Simplified and Traditional), and Korean. They have also established systems to facilitate smooth communication with tourists, such as hiring multilingual staff and ensuring all employees carry either a smartphone equipped with an AI translation app or a portable translation device at all times. Free Wi-Fi is available near the park entrance, as well.

In these ways, Tokyo Disney Resort is committed to creating an environment where all guests, including international visitors, can enjoy themselves, and to providing meticulous service to all.

Nagano Prefecture: Shibu Hot Spring Village and Jigokudani Monkey Park

With its long history, Shibu Hot Spring Village is a major tourist attraction—and photo hot spot—in its own right, but it also offers skiing and snowboarding nearby during the winter. In the village, tourism development targeting foreign travelers is advancing, including information distribution and multilingual support. For example, many ryokan (traditional Japanese inns) in the village employ staff who can converse in English, and the entire region is focusing its efforts on introducing cashless payment systems.

Also, at Jigokudani Monkey Park—located upstream, along the Yokoyu River that flows through the village—visitors can see the only monkeys in the world that are known to soak in hot springs. The park has gained popularity among foreign tourists who have seen the creatures, affectionately nicknamed “snow monkeys,” on overseas sites and social media.

Just outside Shibu Hot Spring Village and Jigokudani Monkey Park, efforts are being made to encourage longer stays within the area. These include clearly displayed bus routes and signage in English to help foreign visitors find their way around stress-free. Cafes featuring local ingredients and hostels catering to international visitors have also been opened.

Additionally, the official Shibu Hot Spring and Jigokudani Monkey Park websites are available in English as well as Japanese.

Subsidies available for inbound tourism measures

Another thing businesses involved in inbound tourism can do is take advantage of the inbound tourism subsidy system.

To promote regional tourism development, national and local public organizations are offering subsidies to businesses that implement inbound tourism measures. Subsidies have been established for specific industries and recipients. Companies must initially bear the costs of any inbound tourism measures before submitting the necessary documents to receive a subsidy.

​Inbound subsidies are often established in connection with fields and measures that contribute to regional revitalization. Using these subsidies can be useful for a business’s future marketing strategies or expansion plans.

Inbound tourism measures that have been implemented at the government level

In order to increase inbound consumption, it’s important to ensure that tourists visiting Japan have comfortable, fulfilling, and enjoyable stays. To do this, businesses engaging in inbound tourism operations must first understand the differing needs and business practices across countries and regions, and then determine what measures will be most effective for their business, before ultimately implementing them.

Inbound tourism measures are being introduced at various levels, including by businesses, local communities, and the government. Some of the main measures being implemented at the government level include:

• Distributing information: The Japan National Tourism Organization is promoting Japan’s allure to people around the world via social media platforms such as Facebook, Instagram, and YouTube. JNTO is also sharing valuable information aimed at domestic inbound tourism businesses.

• Easing visa requirements for visitors from China: Since the spring of 2025, Japan has eased visa requirements for Chinese visitors. For instance, there is a new 10-year visa for certain affluent individuals, and the stay period for group tour visas has been extended from 15 days to 30 days.

• Supporting tourism personnel development: The government has adopted a global perspective when it comes to hiring and training its tourism personnel. This includes having interpreter-guides on staff and implementing training programs through collaborations between the Japan Tourism Agency and educational institutions.

• Enhancing the functions of tourist information centers and facilities: The government is improving multilingual support, as well as making facility open data accessible via mobile devices.

• Recommending the introduction of cashless payments: A consultation desk has been established for the implementation of cashless payments, and explanatory materials, pamphlets, and videos have been published.

According to the Ministry of Economy, Trade and Industry (METI), the Japanese government aims to achieve a cashless payment rate of 80%, which would be the highest standard in the world. Therefore, going forward, there will need to be greater efforts from businesses to promote cashless payment options, and enhanced collaboration with the government will be key.

How Stripe Terminal can help

Stripe Terminal allows businesses to grow revenue with unified payments across in-person and online channels. It supports new ways to pay, simple hardware logistics, global coverage, and hundreds of point-of-sale (POS) and commerce integrations to design your ideal payments stack.

Stripe powers unified commerce for brands such as Hertz, URBN, Lands’ End, Shopify, Lightspeed, and Mindbody.

Stripe Terminal can help you:

• Unify commerce: Manage online and in-person payments on a global platform with unified payments data.
  
• Expand globally: Scale to 24 countries with a single set of integrations and popular payment methods.
  
• Integrate your way: Develop your own custom POS app or connect with your existing tech stack using third-party POS and commerce integrations.
  
• Simplify hardware logistics: Easily order, manage, and monitor Stripe-supported readers, wherever they are.
  

Learn more about Stripe Terminal, or get started today.