Japan Targets 60 Million Tourists By 2030

Japan is targeting 60 million inbound tourists by 2030 to boost the economy. Tourism consumption is projected to reach 15 trillion yen, approximately 94 billion US dollars. Inbound tourism numbers reached 36.87 million in 2025, exceeding pre-pandemic levels. The Japanese government introduced a basic plan to promote the country as a tourism-oriented nation. The plan spans from April 2026 to March 2030. It aims for sustainable advancement, expansion of consumption, and economic promotion. Efforts are underway to draw more tourists from North America, Europe, and Australia. The country is also focusing on attracting individual travelers, moving away from a sole focus on tourist groups. This initiative comes amid concerns about over-tourism.