In March 2026, the Japanese government approved the “5th Tourism Nation Promotion Basic Plan” in a cabinet meeting. Formulated primarily by the Japan Tourism Agency, this plan outlines the basic policies for Japan’s tourism over the five-year period from fiscal 2026 to 2030.
The plan sets numerical targets, such as achieving 60 million inbound foreign tourists and 15 trillion yen in inbound tourist consumption. Furthermore, revitalizing regional economies through tourism—such as increasing the total number of guest nights in regional areas and strengthening the attraction of international conferences (MICE)—is positioned as a crucial pillar.
A defining feature of this plan is that, in addition to the conventional goal of expanding inbound tourist numbers, it emphasizes the harmony between tourism and the lives of local residents based on the concept of being a place that is “good to live in, good to visit, and good to work in.” In particular, the plan clearly outlines the reinforcement of countermeasures against so-called overtourism to address congestion and etiquette issues caused by concentrated tourism demand. This includes improving the reception environment in tourist destinations, dispersing demand, and promoting appropriate information dissemination.
Moreover, toward the sustainable development of the tourism industry, the plan points out the importance of improving productivity and securing human resources. In tourism-related industries, including the accommodation sector, there is a call for improved profitability through enhanced added value and the utilization of digital technology (Tourism DX). Additionally, the promotion of domestic tourism and outbound travel is considered a vital element, incorporating initiatives aimed at expanding domestic travel consumption and recovering the number of outbound Japanese travelers.
In addition, from the perspective of ensuring the quality of life for residents, the importance of accurate and appropriate information dissemination is highlighted. The tourism-related industry is also expected to contribute to the sound development of the sector by providing highly reliable information.
As such, the 5th Tourism Nation Promotion Basic Plan positions tourism at the core of Japan’s growth strategy while emphasizing harmony with local communities and industry sustainability. It serves as an essential guideline indicating the future direction of national tourism policy.
In light of the purpose and direction of this plan, our association will also promote initiatives that contribute to appropriate information dissemination and the enhancement of tourism value, in collaboration with relevant organizations.
