Japan's neglect of its tourism potential could be called a sidelight of its overall self-image. On the international stage, Japan sees itself as culturally impenetrable and overpriced. Moreover, the xenophobia that many people accuse it of fostering has become accepted by the citizens as a national trait, even by those people who object to xenophobia on principle.
In terms of tourism, these qualities can be expressed statistically. According to financial writer Main Koda in the Asahi Shimbun, in 1964, the year that Japan first allowed its citizens to travel abroad, 128,000 Japanese went overseas while 353,000 foreigners visited here. By 1972, the year of the Osaka Expo, these numbers had been reversed, and the gap has increased ever since. In 2003, more than 13 million Japanese traveled abroad, while only about 5 million people visited Japan. This imbalance is translated as a 3.5 trillion yen trade deficit in the area of tourism.
Since Japan prides itself on being one of the most powerful economies in the world, it tends to look upon tourism as a secondary industry, or at least not as important as IT, kaigo (nursing care), or other vanguard industries that have received government stimulation. In terms of tourist volume, Japan is 35th in the world (France is No. 1) and ninth in Asia. However, the government not only neglects international tourism, in some sectors it seems to be purposely discouraging it, despite the 3.2 billion yen it has spent on the "Visit Japan" campaign.