Japan’s government in March approved its fifth basic plan to promote the country as a top travel destination, setting a target of 60 million international visitors by 2030. That figure is roughly 40% higher than the 2025 goal, and analysts say Japan will struggle to achieve it without expanding destinations to local regions.
Tourism experts note that current visitor flows are heavily concentrated in major cities like Tokyo, Osaka, and Kyoto. Spreading tourists more evenly across other prefectures — especially rural ones — would not only ease pressure on urban infrastructure but also create economic opportunities for local communities.
To meet the 2030 target, the government needs to ramp up regional tourism campaigns, upgrade transport infrastructure, and promote indigenous cultural experiences. The big challenge, however, is changing travelers’ habits and encouraging them to explore lesser-known destinations.
