In 2017 a record 28.7 million foreigners visited Japan, up 19.3 percent from the previous year, according to the Japan National Tourism Organization.
More foreign travelers are expected to visit Japan this spring to enjoy cherry blossoms in full bloom across the nation.
Yet trying to just increase the number is not enough if Japan wants to see its economic growth driven more by tourism, said Miwako Date, president and chief executive officer of hotel operator Mori Trust Co. A key is to attract more well-to-do visitors, who are interested in having unique experiences and are capable of spending more on accommodations and food, rather than budget travelers who tend to focus on shopping, Date said in an interview with The Japan Times. "People today focus too much on building new budget services," she said. "This doesn't help the government to achieve its goal."