Ministerial Council on the Promotion of Japan as a Tourism-Oriented Country

On March 18, 2025, Prime Minister Ishiba held the 26th meeting of the Ministerial Council on the Promotion of Japan as a Tourism-Oriented Country at the Prime Minister’s Office.

At the meeting, the participants engaged in discussions on the current situation surrounding tourism and implementation status of the current basic plan.

Following the discussion, the Prime Minister said:

“The number of foreign visitors to Japan in 2024 stood at approximately 37 million, with their amount of spending being around 8.1 trillion yen. It is important to make this favorable trend of tourism take root and spread the effect throughout Japan.

Tourism is a fundamental industry for regional areas and serves as a trump card for Regional Revitalization 2.0 that enables both young people and women to play an active role. I ask you to work on the following three points to realize Regional Revitalization 2.0 through tourism.

The first is ‘further promotion of regional attraction.’

I expect you to do your utmost to increase the appeal of regional tourism, develop an environment for accepting tourists including aviation networks and secondary transportation, and move up the timing of the introduction of the Japanese version of ESTA (Electronic System for Travel Authorization).

The Osaka Kansai Expo is a golden opportunity to promote the attractions of Japan; therefore, I ask that you continue working to attract Expo visitors to regional areas.

The second is ‘promotion of sustainable tourism.’

It is essential that regional areas can enjoy the benefit of attracting inbound tourists. As such, I request that you work to advance the smart tourism industry that creates high added value and generate profits, while implementing measures to prevent and curb overtourism, including the horizontal expansion of successful case studies.

The third is ‘formulation of the 5th Tourism Nation Promotion Basic Plan.’

Please draw up a new Tourism Nation Promotion Basic Plan by the end of fiscal year 2025, which includes necessary measures to meet the lofty goal of 60 million visitors to Japan in 2030, with their amount of spending totaling 15 trillion yen, and realize Regional Revitalization 2.0.

I ask the relevant ministers to work together under the leadership of the Minister of Land, Infrastructure, Transport and Tourism to make concerted efforts of the public and private sectors to vigorously advance our tourism strategy toward further promotion of Japan as a tourism-oriented country. That is all from me.”