Sustainable Tourism In Japan: A New Growth Phase Post Pandemic With A Shift Towards Purpose Driven Travel

Published on September 16, 2025

Japan’s inbound tourism sector has made a stunning recovery post-pandemic, marking a new chapter of growth and expansion. In 2024, the country welcomed 36.87 million international visitors, surpassing its pre-pandemic levels from 2019 by a significant 15.6%. This growth stands out globally, especially considering the broader regional context. The U.N. World Tourism Organization reported a global recovery in international tourist arrivals, with numbers returning to pre-pandemic levels. While Europe and the Middle East have exceeded 2019 figures, the Asia-Pacific region, including Japan, remains behind at 87% of its pre-pandemic volume.

However, Japan’s surge is notable not only in visitor numbers but also in the significant growth of visitor spending. Total expenditure reached ¥8.13 trillion in 2024, a remarkable 69.1% increase from 2019. This rise underscores a shift in the nature of travel, moving from a focus on quantity to an emphasis on quality. The spending per visitor has surged, with an estimated per capita travel spending of ¥227,000, reflecting a 54% rise compared to five years ago. The weak yen has also contributed to the higher spending levels, especially among tourists from Europe, North America, and Australia, who find Japan more affordable than in previous years. These travelers are opting for longer stays, often exceeding ten days, and are spending more on high-end accommodations and exclusive experiences.

Shifting Trends in Tourist Spending: From Shopping to Experiences

Japan’s tourism spending trends have undergone a noticeable transformation. In the past, the focus was on “material consumption,” with visitors spending largely on shopping. Today, experience consumption has emerged as the dominant trend. Visitors are increasingly prioritizing activities that provide cultural and personal enrichment. The biggest share of tourist spending now goes towards accommodations, followed by dining and shopping, though the latter’s role has diminished.

Japan’s diverse range of experiential activities plays a significant role in this transformation. Traditional cultural experiences like tea ceremonies and maiko performances are still popular, but there has been a marked rise in interest in hands-on activities such as pottery making, glass-blowing, and nature-based experiences like canoeing and snorkeling. Cooking classes and farm stays have also become attractive options for international visitors. These experiences offer tourists the opportunity to connect with Japan’s culture in a more meaningful way, something that is easy to share on social media, fueling further interest and engagement.

Insights into Repeat Visitors’ Evolving Preferences

A survey by INTAGE, a market research firm, provided fascinating insights into how repeat visitors perceive their experiences in Japan. Several categories of experiences saw significant increases in popularity, including Japanese cuisine, which rose by 10.2 percentage points, and visits to natural and scenic spots, which increased by 9.2 percentage points. Other popular activities included strolling through downtown areas and visiting temples and shrines, both of which saw increases of around 7%. Interestingly, while traditional experiences like staying at a ryokan or bathing in hot springs remained important, their popularity did not rise as sharply as other types of experiences, suggesting a growing interest in local, unique cultural offerings rather than more conventional ones.

The Appeal of Unique Destinations: Togakushi Shrine as a Case Study

A prime example of the trend toward seeking local, unique experiences is the rising popularity of Togakushi Shrine in Nagano Prefecture. Known for its sacred history and natural beauty, Togakushi Shrine is located in a forested area surrounded by centuries-old cedar trees. The serene 2-kilometer path to the shrine, lined with towering trees, has become a popular tourist attraction. The shrine’s reputation as a “power spot”—a location believed to have special spiritual significance—has been amplified through social media, drawing visitors who are eager to experience Japan’s natural grandeur and spiritual heritage.

Togakushi is also famous for being the birthplace of the Togakure-ryu Ninja Arts, which has led to the establishment of the Togakure-ryu Ninja Museum and Chibikko Kids Ninja Village. These attractions offer hands-on experiences such as shuriken throwing and navigating a trap-filled house, which are especially appealing to families and anime fans who are fascinated by Japan’s ninja culture. Furthermore, Togakushi soba, one of Japan’s top three soba noodle varieties, is a culinary highlight for tourists. Many visitors now participate in soba-making workshops, adding another layer of engagement to their visit. This combination of nature, culture, and cuisine creates a compelling package that is unique to Togakushi and increasingly popular among international visitors.

Economic Benefits of Experiential Tourism

The shift toward experience-based tourism in Japan has had a profound impact on the local economy. Tourists who stay overnight in the country tend to spend more than day-trippers, making extended visits highly valuable for local economies. Experience-based tours not only increase the demand for meals and accommodation but also help stimulate other sectors like transportation and local crafts. This broader economic boost is important for sustainable tourism, as it spreads the benefits more evenly across different regions, especially those outside of major metropolitan areas like Tokyo and Kyoto.

However, the increase in visitor numbers brings with it challenges related to overtourism, particularly in popular destinations. To ensure the sustainability of the tourism industry, efforts must be made to balance the influx of tourists with the well-being of local communities. This includes addressing issues such as overcrowding and the strain on local infrastructure, as well as ensuring that the economic benefits are shared equitably among residents.

Toward Sustainable and Purpose-Driven Tourism

The future of Japan’s tourism lies in adopting a purpose-driven approach to travel, which goes beyond just offering experiences to tourists. There is growing recognition of the need for sustainable tourism practices that respect local communities, the environment, and cultural heritage. One example of this shift is the CopenPay initiative in Denmark, which rewards environmentally conscious travelers who choose sustainable transportation or contribute to city upkeep. By offering perks such as free admission to cultural attractions, meals, and tours, CopenPay encourages eco-friendly behaviors and extends the benefits of tourism beyond just consumption.

In a similar vein, Japan has the opportunity to develop its own sustainable tourism initiatives that foster positive engagement with both the environment and local communities. As global travelers increasingly prioritize sustainability, Japan’s tourism sector can leverage this trend to cultivate a more responsible and enriching travel experience. By continuing to evolve, Japan can lead the way in transforming its tourism industry into one that provides deeper, purpose-driven experiences while maintaining economic, social, and environmental sustainability.