On May 30, Japanese Prime Minister Fumio Kishida held the 20th Ministerial Conference for the Promotion of Tourism at the Prime Minister’s official residential quarters in order to discuss the Action Plan for Expansion of Inbound Tourism in the New Era.
Prime Minister Kishida stated, “In order to ensure the carrying out of numerical goals approved by the Cabinet in March of this year, and to effectively and sustainably plant the seeds for demand for tourism, we will broaden the extent of tourism and strengthen efforts to expand inbound tourism into a wide range of fields, including business, education, research, culture, art, and sports.” He added that the government would work to achieve new goals, aiming to restore and expand international exchange with Japan at the forefront.
The specific goals are as follows.
- Inbound tourism spending: 5 trillion yen in the early period
- Number of tourists entering Japan: Over 32 million by 2025 (2019 level)
- In the business realm, achieving at least 5th in the world for number of international conferences held by 2030
- Increase international participation in exhibitions and trade fairs to 120% of pre-Covid levels by 2025
- In the education and research fields, increase acceptance of researchers from abroad to 120% of pre-Covid levels by 2025
- In the art and culture sphere, breaking into the Global Seven by 2025 by attracting international art fairs, etc.
Under the 3 pillars of “Business,” “Education and Research,” and “Culture, Art, Sports, and Nature,” the following approximately 80 policies are expected to strengthen efforts around international cultural exchange to steadily expand tourism into Japan.
- Business
Goals in the business realm
- 20% increase in spending by travelers who enter Japan for business purposes (720 billion yen in 2019 ⇒ 860 billion yen in 2025)
- In addition to the number of international conferences held (including those in the education and research fields) largest host country in Asia (at least 30% of major Asian countries by 2025), holding a fixed position as Asia’s No. 1 host country for international conferences and ranking in the top 5 in the world by 2030
- 20% increase in exhibition and trade fair visitors from abroad (139,000 in 2019 ⇒ 167,000 in 2025)
- Promotion in business exchange to seize opportunities for increased investment
The goal is to revive Japan’s position as a production and research hub and promote it as an optimal location for internal investment, as well as to expand business exchange by increasing the number of international corporate executives, business personnel, engineers, and start-ups who come to Japan to invest and expand their businesses.
- Increased domestic investment, development bases, and internationalization of the start-up community
As the environment for moving businesses to Japan improves significantly due to the depreciation of the yen, we will promote the expansion of “offensive investment” in Japan. This entails strengthening the supply capacity of products that countries expect from Japan and encouraging Japanese companies to return, as well as the development of research for technologies such as quantum and AI in order to accelerate their implementation into society. In addition, we will supply information on the Japanese market and domestic products in order to expand business exchange and to strengthen the network between overseas start-ups and the start-up community in Japan, beginning with the 8 start-up hub cities.
- Support to promote investment in Japan through JETRO
Through JETRO’s Invest Japan Business Support Center (IBSC), JETRO will provide support to foreign companies in the fields of manufacturing, healthcare, sustainability, and digitalization, among others, to investigate business potential in Japan. JETRO will also expand the scale of inviting foreign personnel and matching them with Japanese companies based on the needs of both companies in order to accelerate investment plans.
- Effective PR of business opportunities in Japan
In order to stir up interest among international companies to enter the Japanese market and to collaborate with Japanese companies, we will instigate cooperation with overseas PR firms in more than 10 countries and regions. We will also utilize digital marketing and SNS to effectively promote opportunities in Japan.
- Development of policies to promote direct investment into Japan
Based on the “Action Plan for Attracting Human Resources and Capital from Abroad,” we will promote investment and rebuild global supply chains in strategically important fields such as semiconductors, digitalization, green transformation and bio-healthcare, and further expand business exchange by improving business and living environments, strengthening the allure of Japan, and enhancing global communications.
B. International financial centers based in Japan
The goal is to improve Japan’s position as an international financial center in the world and to expand business exchange by attracting financial companies, overseas market participants, and those who wish to take advantage of the Japanese market by actively inviting international businesses to Japan.
- Enhancement of status as an international financial center
Aiming to improve Japan’s status as an international financial center, we will continue to enhance the living and business environments, in order to attract more asset managers, FinTech companies, and other businesses and funds from abroad to the Japanese market. We will also work to revitalize the market by substantiating corporate governance innovation, promoting investments and loans in green transformation, and fundamentally reforming asset management among other businesses in order to make the Japanese market more appealing. In addition, these measures will be effectively communicated both domestically and internationally through the launch of “Japan Week” in order to attract visitors to Japan through the use of major overseas media in cooperation with other inbound expansion efforts by agencies and diplomatic missions abroad.
C. Provision of medical care to foreign nationals
The goal is to promote the acceptance of overseas cancer patients in fields with high international competitiveness, such as cancer treatment using particle beam therapy. In addition, the government will expand inbound medical tourism by improving multilingual systems at medical institutions and by strengthening the transmission of information to Asian countries, which are a new market.
- Promote medical inbound such as cancer patients
In medical fields with high international competition, the acceptance of overseas cancer patients will be promoted to the extent that it does not affect the treatment of domestic patients. Therefore, while utilizing the existing medical tourism acceptance methods, the government will consider how to provide information and publicize medical institutions that can accept patients from abroad and will promote efforts to confirm the condition of patients prior to their entry into Japan. In addition, we will promote the establishment of multilingual support systems at medical institutions. Furthermore, in order to promote inbound medical care, in addition to the existing support for the Chinese market, we will strengthen the transmission of information to patients traveling for medical treatment in Asia as a new market, and strengthen support for medical institutions, including insurance companies and medical information platforms.
D. Increase exchanges with overseas companies through business matching
The goal is to attract international start-ups, investors, and managers and increase business exchanges by matching them with Japanese companies that are expected to grow in the future, as well as motivated small and medium enterprises.
- Organizing start-up events and bringing in venture capital
We will hold events to invite world-leading venture capitalists, institutional investors, and prominent entrepreneurs and strengthen connections between foreign and Japanese start-ups through business matching.
- Strengthening the network with the international start-up community
We will provide information on pitch events, the Japanese market, and domestic projects in order to strengthen the network between the overseas start-up ecosystem and the start-up community in Japan.
- Cooperation with foreign venture capital related to healthcare start-ups
In order to nurture global healthcare start-ups originating in Japan and strengthen the domestic market, we will invite overseas venture capitalists from the healthcare field to Japan and collaborate to develop programs.
- Expansion of matching and invitation programs between overseas companies and Japanese companies and universities
In cooperation with the Global Open Innovation Project, business matching will be conducted in the digital sector as well as the medical sector, and the project will be expanded to accelerate the investment review process.
- Matching and business negotiations between CEOs and small and medium enterprises
We will invite CEOs who are interested in establishing joint ventures, joint developments, and technological collaborations with Japanese companies and conduct matching and business negotiations with Japanese enterprises aiming for overseas expansion.
- Increase in business exchanges between local companies and those participating in Expo 2025 Osaka
Expo 2025 Osaka will be used as an opportunity to promote international business exchange with the countries participating in the Expo through the Expo International Exchange Program, which supports local governments’ efforts to promote international business matching.
- Attracting Expo 2025 Osaka visitors and start-ups to Hamadori in Fukushima Prefecture
In order to revitalize the industry in Hamadori in Fukushima Prefecture, we will hold a Reconstruction Week during the Expo in order to attract overseas visitors to Hamadori, including business tourism and foreign start-ups.
E. Proactively organizing and inviting international conferences and trade fairs
By doing so, Japan will increase business exchanges with Japan at the forefront while improving its international positioning as a world business center, its ability to communicate with the world, and its international presence. In addition, the government will work to protect the environment in order to increase Japan’s competitiveness and appeal as a MICE venue.
- Promotion of foreign direct investment in Japan through economic and diplomatic negotiations
We will seize the opportunity for various economic and diplomatic negotiations, promulgate the appeal of Japan, and conduct promotions for direct investment. JETRO will organize domestic and international events aimed at foreign companies to stimulate investment in Japan.
- Promotion of globalization of international exhibitions and trade fairs
This includes the Tokyo Creative Salon, which aims to become Japan’s version of the Milano Salone in the fields of fashion and design.
- Invitation for corporate global conferences to come to Japan
We will promote the holding of conferences in Japan by international companies, major Japanese companies, and those with global operations and create opportunities for participants to visit other regions, thereby expanding networking.
- Internet Governance Forum (IGF)
In preparation for international discussions on Internet governance at WSIS+20 in 2025, Japan will host the IGF, a UN-sponsored conference in Kyoto in October of 2023. IGF is expected to be attended by 5,000 industry, government, and academia professionals and will lead discussions to enhance Japan’s presence in the Internet field.
- International trade fairs related to media content
In conjunction with film festivals and other international events in Japan, a media content-related trade fair will be held in 2023, to which overseas businesses will be invited in order to promote business networking and trade in Japan.
- International conferences to promote Japan and nurture universal values
Since Japan can be proud of its safe and secure society that holds universal values in high regard, the Next Leaders Forum will be held in Japan for young future leaders in the legal and judicial fields from ASEAN and G7 countries with the intent to enhance Japan’s image and make it an attractive MICE candidate destination for foreign governments and corporations.
- International conferences aimed at leading the creation of a new international order based on the rule of law
In order to lead the creation of a new international order based on the rule of law, we will foster international legal professionals with a legal mindset rooted in the rule of law, and we will hold the Global Youth Forum for a Culture of Lawfulness in order to arouse youth interested in work in the judicial field and foster networking while allowing diversity. In addition, the Criminal Justice Forum for Asia and the Pacific will be held to promote sharing of information, exchange of opinions, and resolution of international issues among judicial authorities in the Asia Pacific region.
- Utilization of MICE for industrial revitalization in Hamadori in Fukushima Prefecture
In order to revitalize the industrial recovery of Hamadori, we aim to stimulate business traffic by utilizing MICE and by creating new industries in the region by supporting the initiatives of the Fukushima Institute for Research, Education and Innovation.
- Using Expo 2025 Osaka as an opportunity to attract and host international conferences, as well as gather business people from around the world
In order to increase incentives, applicable ministries and agencies will work together to invite and hold international conferences, events, and exhibitions in conjunction with theme weeks and conduct activities to bring in visitors.
- Revitalization-related events in conjunction with Expo 2025 Osaka
In conjunction with the Expo and recovery efforts in the disaster-affected areas, we will consider holding events related to revitalization that would attract visitors from Japan and abroad, including businesses and academia, in order to increase the number of people involved with the recovery.
- Promotion of sustainability initiatives at MICE venues
In light of MICE organizers’ growing interest in sustainability initiatives at MICE venues, we will promote sustainability initiatives in events held in Japan and in the surrounding cities in order to improve Japan’s MICE event appeal.
- Government-related MICE
The government will proactively organize various international conferences so that Japan will attract more attention as a MICE location. In addition, the government will encourage and support MICE in a diverse range of fields. In such cases, the government will collaborate to support MICE, including the issuance of invitation letters by the ministries concerned and the hosting of receptions abroad.
- Promotion of the use of sports facilities as MICE venues and unique venues
The Stadium and Arena Reform project is underway to make sports facilities more functional and complex in order to make them a base for creating a lively town and revitalizing the local economy. We will promote awareness among local governments, private businesses, and other related parties through the selection of model sites and deployment of the best practices.
- Promotion of the use of the Japan National Stadium for MICE
The Japan National Stadium will be operated by the private sector by 2024 and will be actively and effectively utilized for a wide range of purposes other than sports by using the ingenuity of the private sector to provide opportunities for many people to gather. In this context, the facility will also be used for MICE.
- Promotion of the use of local cultural resources for MICE
We will promote the use of local cultural resources in each region of Japan to enhance the appeal of Japanese cities as MICE destinations. In doing so, we will add value to each venture and visualize a sustainable virtuous cycle from utilization to preservation of cultural resources in order to appeal to MICE participants and to further promote the use of cultural resources.
- Enrichment of shared information on unique venues and promotion of their use
In cooperation with corresponding ministries and agencies, we will enhance the provision of information to MICE-related person about cultural institutions and sports facilities that can be used as unique venues for MICE. In addition, we will further expand the use of unique venues by introducing a consultation service.
F. Acquiring demand for new business networking through the utilization of industrial resources
The goal is to acquire demand for new business networking through the utilization of industrial resources to attract visitors, such as regionally integrated open factories and the visualization of industrial resources such as design and art.
- Promotion of business networking through open factories throughout the country
Utilizing the regionally integrated open factories throughout the country, the Expo 2025 Osaka will create an opportunity to implement policies that will facilitate business networking.
- Visualization of industrial resources such as design and art to be used for tourism
We aim to capture demand for networking by transforming corporate industrial resources into tourism resources by use of corporate design assets currently scattered throughout Japan, textile production areas, and visualization of undisclosed corporate art.
G. Promotion of cultural exchange
The goal is to ease visa requirements, to relax requirements for obtaining residence status, and to advance environmental protection that promotes international cultural exchange.
- Ease of requirements for start-up visa
Currently, foreign entrepreneurs are allowed to stay in the country for up to one year with a start-up visa, but only local governments are responsible for confirming their status. In order to further increase the appeal for foreign entrepreneurs, not only these local governments but private organizations such as venture capitalists and accelerators authorized by the government will be able to complete the start-up visa confirmation process, and the maximum period of stay will be extended.
- Spreading awareness of the Special Advanced Human Resources System and the Future Creative Human Resources System
In order to further promote the acceptance of high-level human resources so as to not lose out in the global competition, the Special Advanced Human Resources System (J-Skip) was newly established for the purpose of accepting high-level personnel with top-level abilities. The Future Creative Human Resources System (J-Find) was established to gather youth with high potential and will become applicable starting in April 2023.
- Partial relaxation of acceptance system for Fourth-generation Japanese
To further strengthen the role of developing human resources to serve as a bridge between Japan and non-Japanese of Japanese descent, necessary measures will be taken to partially relax the Fourth-generation Japanese acceptance system.
- Expansion of cultural exchanges utilizing sister cities
We will support the expansion of cultural exchanges by taking advantage of sister city ties.
- Institutional environment for bringing in digital nomads
In order to attract international remote workers (so-called “digital nomads”), we will identify and study issues including visa and residence status, and institutionalize them during this fiscal year.
- Facilitation of visa issuance for MICE participants
We will further inform MICE participants of the current visa requirements and consider concrete measures to ease visa issuance requirements, while taking into account the actual demand for MICE in the future.
- Expansion of Visit Japan Web functions
Currently, visitors to Japan can use Visit Japan Web (a web service for immigration procedures) to smoothly complete immigration and customs declaration procedures. Furthermore, Visit Japan Web can be used for consumption tax exemption purchase procedures. We will continue to apply user feedback and expand functions as necessary.
39. Facilitation of airport entry for important business travelers and MICE participants
Efforts will be made to promote labor-saving, airport operation automation, secure human resources, and overall operational efficiency in order to ensure that the convenience of airport operations for important business travelers and visitors to Japan, including MICE participants, is not impaired. In addition, in order to promote the use of the first lane, PR promotion will be conducted at Narita and Kansai airports, and consideration will be given to increasing the number of first lane eligible passengers and airports, depending on future demand.
- Strengthening cooperation between JNTO international offices and overseas embassies
We will strengthen cooperation between the Japan National Tourism Organization (JNTO) and overseas diplomatic establishments with regards to promotion of inbound tourism. In such cases, even in countries where JNTO does not have an office, the JNTO office in charge of said country will promote Japan tourism in cooperation with local diplomatic establishments.
- Education and Research
Goals for the Education and Research field
- 20% increase in acceptance of researchers from abroad (13,000 in 2019 ⇒ 16,000 in 2025
- 20% increase in international participation in conferences related to science technology, nature, medicine, and societal fields (155,000 in 2019 ⇒ 186,000 in 2025)
A. We will establish a center that combines research and incubation, create an environment where various human resources work together on innovation, and attract a wide range of research, business, and human resources from abroad.
- Founding of Global Start-up Campus
In collaboration with top overseas universities, we will found the Global Start-up Campus in Japan, which will combine research in the field of deep technology with incubation of international standards. In establishing the campus, we aim to create a truly global center by cooperating with local governments and promoting the development of infrastructure for overseas human resources.
B. Promotion of interactions of world-class research personnel
The goal is to improve Japan’s research environment and human resources by creating a world-class research environment that brings in excellent researchers and students from around the world, and by promoting the formation of a community where human resources can engage in research through support for universities. In addition, we will build a research network through joint research, promote the exchange of research personnel, and promote circulation of knowledge internationally.
- Realization of a world-class research university
Through the aid of the 10 trillion yen university fund of research universities of international excellence, we will found a university with the world’s greatest research environment, promote the acquisition of world-class research personnel, and generate a virtuous cycle of intellectual creation. In addition, by leading Japan’s academic research network, we will stimulate the flow of domestic and international human resources in Japanese academia.
- Strengthening of core regional universities and universities in specialized fields
To form a group of research universities that will lead the development of Japan’s overall research capabilities, we will fundamentally strengthen core regional universities and universities in specialized fields. These universities will develop in collaboration with universities of international excellence by supporting efforts to build both hardware and software necessary to accelerate the development of research and its implementation in society.
- Formation of an international research center with world-class research standards
Under the World Premier International Research Center Initiative (WPI), we will promote research system reforms through intensive support to universities and systematically promote the formation of international research centers that are renowned for their world-class research standards.
- Development of joint research center as the core of each research field
We will implement the renewal and upgrading of state-of-the-art research facilities and materials at joint research centers and research institutes at national, public, and private universities. In addition, we will promote the expansion of collaborative research networks across organizations and disciplines.
- Strategic and flexible support for international joint research
By supporting international joint research with developed countries in the fields decided by the government, we will promote entry of Japanese researchers into the top levels of international scientific research, strengthen international connections among young researchers, and promote circulation of knowledge.
C. Proactive acceptance of international students
The goal is to proactively accept international students from overseas to deepen their relationship with Japan from a young age, in order to increase opportunities for employment after graduation and future visits to Japan. In addition, students are expected to use their experiences in Japan to share and communicate the appeal and advantages of Japan in their home countries, therefore uncovering potential desires to visit Japan. Furthermore, we will improve the quality of campus environments in order to accept more international students. In accordance with the Japan Mobility and Internationalization: Re-engaging and Accelerating Initiative for Future Generations (J-MIRAI), the following measures will be implemented based on specific indices by 2033, including the acceptance of 400,000 international students.
- Strengthening of recruiting, public relations, and information transmission; enrichment of Japanese language education
In order to strategically accept excellent international students, we will strengthen the collection and analysis of information on study abroad programs in various countries. In addition, we will promote the improvement of international student acceptance and their success after graduation, such as centralized recruitment to local institutions, enhancement of public relations and information transmission, and enrichment of Japanese language education
- Promotion of international communication through the Asia High School Kakehashi Project
We will foster international communication of Japanese high schools through the Asia High School Kakehashi Project, which invites outstanding Asian high school students studying Japanese to attend high school in Japan.
- University internationalization; improvement of campus quality and appeal
In order to improve the international competitiveness of Japan’s higher education and to develop global human resources, we will promote strategic initiatives to maintain mutually beneficial relationships with universities in the G7 and ASEAN countries. We will do so by creating an environment that encourages universities to continuously engage in thorough internationalization and by establishing programs to strengthen the acquisition of outstanding students. In addition, we will improve the quality and appeal of campuses in order to introduce more students and faculty from around the world.
D. Proactive hosting and inviting of international conferences
The goal is to hold and invite international conferences as an opportunity to bring the world’s most advanced research accomplishments to Japan. By increasing the number of conferences, we aim to facilitate innovation in Japan and increase opportunities for collaboration and networking. In addition, by acquiring more opportunities for young Japanese researchers to gain access to knowledge from around the world, the quality of research will be improved, thereby leading to an increase in Japan’s competitive power internationally, as well as raising the appeal of Japan’s research environment.
- Evaluation of the number of international conferences held at universities of international excellence in research; enhancement of aid for collaborative research
In order to invite international academic conferences and workshops to Japan, it is essential for universities of international excellence in research to take the lead in organizing conferences and for Japanese researchers to join top scientific circles. For example, the creation of new research areas is one of the key elements for Japanese universities to become international research hubs where researchers can gather at regularly held large-scale conferences. For this purpose, we will evaluate the achievements of the selected universities, enhance support for collaborative research between Japan and other countries, and form multilayered connections between researchers from both countries.
- Aid for holding and inviting international academic conferences
It is imperative for researchers and organizations to be more proactive in organizing and inviting international conferences while utilizing subsidies and donations from companies and local governments. The Japan Ministry of Education, Culture, Sports, Science and Technology (MEXT) will promote international academic exchange while providing aid for academic conferences. MEXT will also promote academic conferences through public and private sector measures, including information sharing by researchers to the Japan Tourism Agency and the Japan National Tourism Organization, as well as drafting future plans for conferences and publicizing measures by the Japan Tourism Agency and Japan National Tourism Organization to support international conferences.
- Invitation of international conferences by the Fukushima Institute for Research, Education and Innovation (F-REI); holding of symposiums
In order to improve the F-REI’s recognition and credibility and to fulfill our goal to be a world-class hub for creative reconstruction, we will build an international research network, invite international conferences, and hold symposiums and seminars.
- Grants for organizers for international academic conferences; overarching government support for hosting and inviting conferences
In order to promote the invitation of important international conferences to Japan, grants will be provided to conference organizers. In addition, the government will cooperate to support inviting and hosting of conferences by issuing letters of invitation and holding receptions at diplomatic establishments abroad.
III. Culture, art, sports, and nature
[Goals for the culture, art, sports, and nature fields]
- Raise in Japan’s share of sales in the global art market to 7th place (Not Ranked in 2019 ⇒ 7th in 2025)
- 20% increase of inbound tourists visiting Japan to attend sports functions (2.29 million in 2019 ⇒ 2.7 million in 2025)
A. Fostering and development of media content business for overseas markets
In the field of Japanese cultural and artistic content, such as comics, animation, games, and art media, we are striving for overseas development by individual artists and development based on inclusive themes to progress beyond the framework of individual works, while also obtaining copyright protection. We will expand inbound tourism by supporting the efforts of middlemen who can propagate the value of media content, as well as promoting the formation of a global hub that will gather people from around the world by refining content for overseas markets.
- Support for overseas content development by providing aid to middlemen
In order to spread and popularize literary work and comics abroad, support will be provided to middlemen who can communicate the value of these works so that they can be developed overseas by individual creators and based on inclusive themes. In addition, we will identify and train overseas experts who can translate and critique works based on international cultures and values.
- Promotion of propagation of literary works and comics through the establishment of stakeholder councils
In order to value Japanese literary works and manga within the institutionalized framework of overseas critics, influencers, libraries, museums, and schools, we will establish a council consisting of the National Art Research Center, domestic and international experts, and the publishing industry. In addition, we will develop a list of recommended works for libraries and work towards securing opportunities at exhibitions and international book fairs at institutions with significant cultural influence.
- Discovery and support of top artists through public and private partnerships
In order to convey the appeal of Japanese culture and art to people all over the world, we will discover top-level artists, including those in the pop culture field, and promote them abroad. The program will be implemented jointly by the public and private sectors to provide comprehensive support for participation in opportunities to develop careers at the global level and for networking and promotion overseas.
- Development of an international center to serve as a core for the promotion of the art media field
Art media is not only widely familiar to the public but is also highly regarded abroad. This increases understanding and interest in Japan, thereby promoting the development of human resources in Japan’s outstanding art media field. Therefore, we will design and develop an international center which will also serve as the core of promotion.
- Maintenance of cultural tourism sites and refinement of Japanese heritage
Based on laws concerning promotion of cultural tourism at tourism facilities, we will promote the development of cultural tourism centers and enhance exhibition explanations and guidance functions at museums and art galleries in order to more effectively convey the appeal of cultural resources. In addition, we will promote the creation of cultural tourism content by adding value to regional cultural facilities and encouraging online sales for packages that contain tickets, accommodation, and meals.
Furthermore, Japanese heritage, recognized as a story that explains the culture and traditions of Japan through historical appeal and regional characteristics, will be promoted as a cultural resource. We will strengthen the spread and appeal of Japanese heritage.
- Promotion of digital archiving of museum documents
We will further accelerate the utilization of digital archiving of museum documents and publication and circulation. In addition, this information will be circulated in a variety of perspectives to overseas residents and inbound travelers.
- Cultivation of traditional crafts as business media content
In order to promote Japan’s traditional crafts industry, the Association for the Promotion of Traditional Craft Industries will promote and educate people in Japan and abroad about traditional crafts, develop demand, provide guidance to production centers, and certify traditional craftspeople.
- Promotion, digitalization, and overseas expansion of the visual content industry
In order to promote the overseas development and digitalization of Japan’s media content industry, which will affect inbound tourism by communicating the appeal of Japan, the government will support efforts to create appealing content using advanced digital technologies such as AI and virtual space, competitive video production, and information circulation using trade fairs and other online platforms. In addition, we will implement initiatives to promote the various regions of Japan through content production and overseas circulation.
- Increase in invitation of international art fairs
In order for Japan to become a major hub of the international art ecosystem, we will promote and support Japan’s participation in international art fairs and increase the number of art fairs and auctions. Through these efforts, we will expand the Japanese art market and double Japan’s share of the global art market. In addition, we will promote an increase in high-value tourists who visit Japan for the purpose of attending art fairs, as well as facilitating networking with local galleries, museums, and artists.
- Support for tourism resource development through collaboration between world-class creators and local companies
In order to enhance Japan’s recognition as an attractive place to invest and stay in, we will improve Japan’s regional resources by supporting efforts to develop tourism through collaboration between creators who already have global appeal and local businesses.
- Aid for human resource development to make the New National Theatre into a hub for performing arts in Asia
In order to make the New National Theatre into a top-level performing arts hub in Asia that can attract audiences from around the world, and to globally circulate Japanese culture and art, we will promote the production of ambitious and advanced global content based on Japanese culture and the development of top-level international artist human resources, while simultaneously strengthening overseas promotion.
- Promotion of content creation through maintenance and utilization of modern and contemporary architecture
In order to promote the maintenance and utilization of architecture and landscapes with artistic qualities that are appealing to visitors from overseas, we will create a ledger and facilitate matching for transactions and succession. In addition, we will strengthen the functions of the National Archives of Modern Architecture as a base for circulating information on appealing modern and contemporary architecture.
B. International development of sports-related business; promotion of sports tourism
The goal is to promote development of sports as media content and increase inbound tourism by proactively utilizing professional sports and Japan’s unique martial arts and by supporting large-scale international sporting events.
- International development of sports-related content
The council for cultivation of the future of sports will study effective measures to increase interest in Japanese sports through international development and will appeal to inbound demand for viewing matches and participating in tournaments.
- Improvement of the sports environment and international development through the use of cutting-edge technology and collaboration with other industries
We will promote the appeal of Japan’s sports to overseas visitors and support cultural exchange by improving the health and competitive sports environments through collection and utilization of conditioning data. In addition, we will promote business creation through collaboration between sports and other industries and actively circulate information abroad through international exhibitions and websites.
- Utilization of sporting events by professional sports organizations
At sporting events held by professional sports organizations, we will support efforts to provide special content for spectators, interactive experiences, meals, and networking events for foreign players and visitors, and we will promote the appeal of Japanese professional sports to international audiences.
- Promotion of sports tourism with a focus on martial arts
Focusing on martial arts that originated in and are unique to Japan and outdoor sports that utilize Japan’s unique natural resources, we will create high-value content and support regional sports commissions, in order to attract visitors to various regions through sports tourism. We will create opportunities, especially in martial arts, including online training to connect dojos internationally and mini martial arts experiences.
- Support for hosting large-scale international sporting events
Hosting large-scale international sporting events has great significance not only for international goodwill and promotion of sports but also for economic and regional revitalization. Therefore, in order to help domestic athletic organizations and cities bid for and host sporting events, we will provide necessary cooperation and support for building social momentum, accepting participants from abroad, and sharing know-how on event hosting.
C. Enhancement of nighttime activities
By utilizing cultural resources such as nighttime opening of museums and art galleries to enhance activities at night and develop a new market, the goal is to lengthen the stay of visitors to Japan and increase inbound consumption.
- Utilization of cultural resources, including nighttime opening of art galleries and museums
In order to enhance the appeal of cultural resources for tourism, cities will promote initiatives to enhance cultural tourism content, including early morning and evening opening of museums and offering of special experiences, as well as cooperation with restaurants, sales facilities, and lodging in the vicinity of museums and art galleries.
D. Proactive organization and invitation of international conferences and trade fairs
The goal is to increase inbound sales by holding international conferences on culture and art, to promote the use of cultural resources such as World Heritage sites as venues, and to attract international art fairs and auctions.
- Organizing international conferences on culture and the arts
We will organize international conferences on culture and the arts in Japan in order to strengthen mutual understanding through cultural exchange.
- Promotion of radical utilization of cultural resources such as World Heritage sites
In order to attract tourists to rural areas, we will promote the use of Japan’s World Heritage sites, national treasures, and other appealing cultural resources in every region of Japan. In doing so, we will create a sustainable virtuous cycle from utilization to preservation of cultural resources in order to appeal to important tourists in particular. In addition, cities will promote renovation and conversion of cultural assets such as modern architecture and preservation areas of important traditional architecture into accommodations and tourism facilities, as well as the development of environments surrounding these accommodations. Furthermore, the Museum of the Imperial Collections will be reconstructed. In order to encourage those involved with cultural properties and boards to education to take the initiative in utilizing cultural resources, the Agency for Cultural Affairs will hold seminars and workshops to publicize good examples of resource utilization, utilization in accordance with the Law for the Protection of Cultural Properties, and knowledge collections, as well as establish a consultation service for cultural resource utilization.
- Increasing appeal for international art fairs
In order for Japan to grow as an international center in the art ecosystem, we will support Japan’s participation in international art fairs and increase invitations of art fairs and auctions. Through these efforts, we will expand the Japanese art market and double Japan’s share of the global art market. In addition, we will promote appealing to important tourists who enter Japan in order to visit art fairs, as well as exchanges with local gallery and museum personnel and artists.
E. Provision of limited lodging experiences and interactive content
We will increase the number of inbound visitors and the amount of their spending by providing a limited amount of lodging experiences and interactive content for wealthy tourists utilizing natural, cultural, and historical resources, as well as improving the overall appeal of national parks with help of the private sector and adding more value to tourism resources in rural districts.
- Limited experiences for the wealthy
We will promote special opportunities for wealthy tourists, such as adventure and outdoor activities and limited experiences with cultural and historical resources.
- Improvement and branding of national parks through utilization of the private sector
In order to add value to the utilization of national parks, we will improve their overall appeal by incorporating private sector proposals. For this purpose, the Ministry of the Environment will formulate a policy for implementing value in utilization and study the feasibility of specific projects for several national parks. From among these projects, we will determine the model regions where we will focus on implementing projects and promote the development of an implementation system in cooperation with locals and private businesses at regional centers. We will also promote the improvement of quality of accommodations, the enhancement of media that enhances the experience of the story behind nature and lifestyle in Japan, the training of guides, and the creation of a limited experience system. In the future, as we expand to all 34 national parks, we will make the best use of the knowledge that we have gained in order to promote the branding of national parks and contribute to attracting visitors to rural areas.
- Increase in value of rural districts
In order to achieve a total of 7 million lodgings per year in agricultural areas by 2025, we will create a system to implement agricultural lodging as a business, add value to tourism resources in rural areas, and encourage rural inbound tourism and rural consumption. Specifically, the renovation of old private homes, separation of meals and lodging, multilingual displays, cashless services, and valuable tourism resources in rural towns using Japanese heritage will help create accommodations that will appeal to wealthy inbound tourists. In addition, in order to develop the marine industry in fishing ports and towns utilizing local resources and to create liveliness, income, and employment in rural areas, we will promote the creation of interactive experiences and the development of facilities to receive tourists.
- Promotion of gastronomy tourism
In addition to creating initiatives to attract inbound tourists to rural areas but circulating the appeal of Japanese food and food culture experiences, we will promote gastronomy tourism by utilizing GI products to serve food enhanced by ingredients, customs, traditions, and history and produced by the local climate. In addition, to enable overseas visitors to enjoy local food culture even after they return to their home countries, JETRO and JFOODO will refine food products and export them through cross-border e-commerce. Furthermore, JETRO and JFOODO, having collaborated with JNTO, aim to synergistically expand the export market and inbound consumption of Japanese agricultural products through cooperation in digital marketing utilizing SNS and promotional events at domestic and overseas airports.