With Japan experiencing population decline, inbound tourism is an important industry with further growth potential that can help support the Japanese economy and, in particular, revitalize regional economies.
Ever since our establishment in 1964 as a public organization specializing in inbound tourism, Japan National Tourism Organization （JNTO）has played a central role in initiatives to develop and expand inbound tourism.
Inbound tourism has rapidly recovered since the end of the COVID-19 pandemic. A record 36.87 million international tourists visited Japan in 2024, spending a record amount during their stay in the country. Inbound tourism is thriving like never before, with Japan receiving a high rating as a travel destination globally.
We will continue to advance initiatives across six key areas of Statistical Data and Analysis of the Inbound Tourism Market, Market-based Promotion, Theme-based Promotion, Promotion of Regional Tourism, Enhancing the International Traveler Experience, and Projects to Attract and Support Meetings, Incentives, Conventions and Events（MICE）through these efforts, we aim to transform the appeal of Japan's regions into a collective national appeal ultimately achieving our vision of "Making Japan's Attractions Its Strength."
We thank you for your continued support and understanding.