The newly appointed commissioner for the Japan Tourism Agency said he wants to raise the number of foreign visitors to more than 10 million annually during his two-year term, with special emphasis on the Chinese market.

"From Hokkaido to Okinawa, in light of its rich natural environment and various achievements in sports, the performing arts and 'anime,' Japan has so much potential. It is about how we can brand these things," Hiroshi Mizohata said during his inaugural news conference at the transport ministry Monday.

About 7 million foreign tourists visited Japan in 2009, a figure transport minister Seiji Maehara aims to increase to 20 million by 2016.