Destinations Asia

Japan Works to Become a Tourism Powerhouse Before 2020 Olympics

Excerpt from TTG Asia

Dec 02, 2013 11:20 am

Skift Take

Japan’s tourism economy suffered a blow after the 2010 earthquake, but increasing arrivals and an improving economy indicate the country can begin boosting tourism before the Olympic games.

— Samantha Shankman

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Tourist sit in a garden as part of a zen tour in Kyoto, Japan. Rosino / Flickr

Japan is shifting into top gear with a game plan that puts tourism high on its agenda, its confidence buoyed by record arrivals, a recovering economy and the recent appointment as host of the 2020 Olympic Games.

Speaking to the media at this year’s Visit Japan Travel Mart (VJTM), Yasuhiro Iijima, senior director of inbound tourism branding and promotion at Japan Travel Agency (JTA), said the four components of JTA’s action programme “to establish Japan as a country oriented towards tourism” include raising awareness of its brand; relaxing visa requirements; improving tourism infrastructure; and targeting the MICE segment.

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