Japan’s Tourism Revival: A Focus on Sustainability and Emerging Trends

Japan is experiencing a tourism resurgence, thanks to renewed global interest following the post-pandemic period. Speaking at a recent exclusive interview with Travel and Tour World, Masahiro Sugino, the Deputy Director General of Tourism Promotion, emphasised the nation’s commitment to balancing growth with environmental stewardship. Sugino stated that currently, sustainability within the industry is driven by private companies and tourism associations, highlighting initiatives to reduce carbon footprints and key destinations, and support eco-friendly accommodations. Hotels near Sapporo station, for instance, are taking active steps to reduce energy consumption, such as international properties like Travelodge Sapporo Susukino.

China, South Korea, and the United States remain Japan’s top source markets, but Sugino noted a growing influx of travellers from Southeast Asia and Europe, showcasing an increased interest in the country’s heritage, beyond shopping. He also cited trends such as slow travel, wellness tourism, and cultural experiences as key drivers shaping the industry.