Overview of the 2026 White Paper on Land, Infrastructure, Transport and Tourism | Chapter 4Tourism Nation Policies and Beautiful Country Development

Tourism is regarded as a strategic industry that enables regional revitalization by expanding exchange and related populations in Japan and abroad, and leads the development of regional and Japanese economies. As declining birthrates, population aging, and population decline progress, its fundamental significance lies in improving satisfaction not only for tourists but also for local residents, while passing on and developing Japan's appeal and vitality for future generations.

The White Paper on Tourism is an annual report submitted to the Diet under Article 8, Paragraphs 1 and 2 of the Basic Act for the Promotion of a Tourism Nation, covering the state of tourism, measures taken by the government, and measures the government intends to take. The 2025 White Paper on Tourism was approved by the Cabinet in May 2025 and submitted to the Diet.

The government has pursued medium- and long-term tourism policies based on the Tourism Vision to Support Japan's Future and the Basic Plans for the Promotion of a Tourism Nation formulated over four successive rounds. The new Basic Plan for the Promotion of a Tourism Nation was approved by the Cabinet on March 27, 2026, with sustainability, spending, attracting visitors to local areas, transportation and urban development, and new technologies as its main policy pillars.

The overall policy framework does not rely solely on strategic inbound tourism attraction. It promotes travel across and longer stays in local areas while curbing congestion and manners problems, and advances domestic exchange, outbound travel, tourism industry resilience, and regional development using landscapes and historical culture as an integrated effort.

For regions, opportunities will expand to bring tourism spending into local economies, expand exchange and related populations, create employment, and revitalize regional economies through destination management led by DMOs and the enhancement of regional resources. Dispersing travel demand, which is concentrated in urban areas, to local areas is also expected to spread tourism's benefits nationwide.

For residents, it is important to curb excessive congestion, manners violations, and congestion on public transportation caused by large baggage, while ensuring comfortable mobility and daily life. Management is required to increase satisfaction for both residents and travelers rather than making increased tourism solely a burden on local communities.

Businesses are expected to improve productivity through tourism DX, invest in labor-saving equipment, secure personnel including foreign workers, and develop high-value-added content. Responding to diverse markets such as cruises, MICE, cycle tourism, and private lodging can expand demand, but also requires appropriate institutional operation and quality reception environments.

Public administration needs to combine demand management using transportation data and congestion conditions, support suited to each region's reception capacity, and the development of multilingual, medical, and barrier-free environments. Tourism policy has become a policy field implemented across transportation, urban development, landscapes, rivers, medical care, and the environment.

Efforts to use regional landscapes, historical culture, waterfronts, and the functions of nature as tourism resources influence not only travelers' recognition of their appeal, but also residents' well-being, regional pride, and the formation of sustainable and attractive national land, cities, and regions.

For overtourism measures, comprehensive support was provided according to the circumstances of each region, based on the package of measures decided by the Ministerial Council for the Promotion of a Tourism Nation in October 2023. This included developing and expanding reception environments such as transportation for tourists, dispersing and leveling demand by visualizing congestion conditions, and curbing manners violations. Mobility data called FF-Data, which tracks transportation use and travel routes by inbound travelers, was also published for use in analysis and in planning and revising promotions.

For attracting visitors to local areas, the government advanced DMO registration, support for information provision and organizational strengthening, research on regional travel and long-term stays, strategy formulation, and support for stay-based content, reception environments, travel product distribution, promotions, and expert dispatch. For high-value travelers, it supported the creation of content and promotions based on master plans in 14 model destinations, while pursuing market diversification through the JNTO website, social media, travel agencies, and influencers.

For using regional resources, the government created and enhanced tourism content drawing on history, nature, food, and culture; developed model cycling routes through public-private partnerships; improved riding and reception environments; and disseminated information. Under the National Cycle Route system designated by the national government, it has designated the Tsukuba-Kasumigaura Rinrin Road, Biwaichi, Shimanami Kaido Cycling Road, Tokapuchi 400, Pacific Coast Cycling Road, and Toyama Bay Cycling Course.

For MICE, the government provided expert support to local cities, know-how for attraction, support for exhibiting at overseas events, improvements to facility reception environments, use of unique venues, demonstration projects, calculation of total spending, and support for introducing concessions. In transportation and tourism infrastructure, it is advancing the nationwide expansion of the Bus Terminal Project, stronger connections among transportation modes, development of facilities compatible with MaaS, improved guidance signs at roadside stations, and sales of sightseeing passes for expressways.

Cruise policy is based on sustainable tourism, increased spending, and attracting visitors to local areas, and has included strengthening port reception functions, promoting port calls, and holding seminars and events for residents. In 2025, inbound cruises brought 1.766 million passengers, foreign cruise ships made 2,352 port calls, and 93 ports received calls. The stated policy aims for 1 million Japanese cruise passengers by 2030.

To improve the convenience of public transportation and tourism, 249 railway sections, 265 bus sections, 36 passenger ship sections, 3 passenger ship terminals, 17 airline operators, and 64 airport buildings were designated in April 2025 as sections and other facilities where measures to improve convenience for foreign tourist travelers should be implemented. Support is also provided for multilingual services, free public wireless LAN, conversion and enhancement of public toilets, and the development of diverse transportation options.

For hands-free tourism, the government worked with JNTO to increase awareness of counters through its website and newly certified 18 sites. Under the tax-free system, it promoted expansion of tax-free shops in local areas and public awareness of the transition to a refund system. Roadside stations serve as local reception hubs for foreign tourists through the development of foreign tourist information centers, multilingual signs, and acquisition of JNTO certification.

For domestic exchange, the government conducted model demonstrations of second hometown development, aimed at individuals and companies, to encourage new relationships with regions and repeated, ongoing visits. For universal tourism, it supported research on stimulating demand among older people and others, as well as making accommodation facilities barrier-free. In Fukushima Prefecture, it supported stay-based content such as hope tourism, promotions, and measures against reputational damage to help restore educational travel and the number of nights stayed by foreign visitors.

For outbound tourism, the number of Japanese nationals departing Japan in 2025 reached approximately 14.73 million, continuing the recovery trend since the COVID-19 pandemic. The government is advancing the development of overseas educational travel programs through cooperation among travel agencies, schools, and others, as well as public awareness activities in collaboration with national tourism organizations and other bodies.

To strengthen the resilience of the tourism industry, tourism DX was used to improve traveler convenience, promote travel across destinations, increase industry productivity, and advance destination management. To address labor shortages, support was provided for recruitment activities in Japan and abroad, the use of foreign workers, investment in labor-saving equipment at accommodation facilities, and the dissemination of examples.