Japan’s Ministry of Land, Infrastructure, Transport and Tourism (MLITT) has set a target of expenditure per inbound tourist of JPY 200,000 (USD 1,522) in 2025, up 25 percent from 2019.
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The new target was set as part of a MLITT’s new three-year plan, which also aims to encourage more wealthy tourists, have visitors spread out into less visited regions, and have them stay longer. The plan calls for increasing the length of stays in areas excluding the three biggest metropolises of Tokyo, Osaka, and Nagoya from 1.35 nights in 2019 to 1.5 nights by 2025.
Before Covid, a major obstacle to revenue growth was the short visits to Japan and the tendency to stay near big urban centres and visit only famous sightseeing spots.
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MLITT plans to fund development of tourism around farming and fishing as well as revive rural historic buildings and locations – long neglected in Japan.
Sustainable tourism will also be encouraged. It is hoping for 60 million tourists in 2030 but in the future says it plans to focus on quality rather than quantity, and will desist from setting numerical targets.
(Source: Japan Consuming )