Japan is revolutionizing international tourism by positioning its rich culinary landscape as a powerful economic and cultural attraction, with an aggressive strategy to dramatically increase food and beverage spending by international visitors.
The Japanese government has set an ambitious target of 4.5 trillion yen (US$28.6 billion) in annual food and beverage expenditures by 2030, a bold initiative spearheaded by the Ministry of Agriculture, Forestry and Fisheries (MAFF) in partnership with the Japan National Tourism Organization.
Currently tracking at 1.6 trillion yen in 2023, the strategy is gaining momentum with a remarkable 21 percent year-on-year increase in international arrivals during the first half of 2025. The approach goes beyond traditional tourism, emphasizing immersive gastronomic experiences that connect travelers directly with local agricultural communities.
The innovative Savor Japan website serves as a comprehensive digital platform, encouraging travelers to explore regional flavors through searchable categories including food, scenery, activities, and sightseeing. This user-friendly resource highlights unique culinary destinations that extend far beyond typical tourist paths.
Unique experiences are emerging across Japan’s diverse regions. In Shizuoka Prefecture, visitors can engage in hands-on activities like picking and grilling shiitake mushrooms at Shiitake Mushroom Village. The Amagi mountains of Izu offer another extraordinary destination, recognized as a Globally Important Agricultural Heritage System and home to Japan’s largest cultivated area for water wasabi.
For adventure-seeking travelers, innovative experiences like electric kick scooter tours in Abashiri, eastern Hokkaido, provide an immersive glimpse into local fishing traditions. Participants can observe fishermen unloading fresh salmon and scallops, transforming a simple tour into an authentic cultural encounter.
By integrating agriculture, tourism, and cultural exchange, Japan is not just attracting visitors but creating meaningful connections that support local economies and preserve traditional practices. The strategy represents a holistic approach to tourism that goes far beyond conventional sightseeing, offering travelers deeply authentic experiences that engage all senses.
As global travelers increasingly seek meaningful, immersive experiences, Japan’s culinary tourism strategy positions the country as a premier destination for those wanting to explore culture through cuisine, agriculture, and local traditions.
