Japan Launches Ambitious Culinary Tourism Strategy to Boost Regional Economies

Japan is embarking on an innovative strategy to transform culinary experiences into a powerful economic driver, targeting international visitors through immersive agricultural and gastronomic tourism initiatives. The government’s bold plan aims to dramatically increase food and beverage spending by foreign travelers to 4.5 trillion yen (approximately US$28.6 billion) by 2030.

Led by the Ministry of Agriculture, Forestry and Fisheries (MAFF) in collaboration with the Japan National Tourism Organization, the initiative goes beyond traditional sightseeing, offering travelers unprecedented opportunities to engage directly with Japan’s rich agricultural heritage and regional culinary traditions.

Farm visits and hands-on culinary experiences in Japan

Current data shows promising momentum, with international visitors spending 1.6 trillion yen on food and beverages in 2023. A remarkable 21 percent year-on-year increase in arrivals during the first half of 2025 signals growing international interest in Japan’s unique culinary landscape.

To facilitate these immersive experiences, MAFF has launched Savor Japan, an innovative website designed to connect travelers with extraordinary regional culinary adventures. The platform allows users to explore experiences by region, food, scenery, activities, and sightseeing—effectively democratizing access to Japan’s diverse gastronomic offerings.

Regional highlights showcase the depth and creativity of these experiences. In Shizuoka Prefecture, travelers can enjoy hands-on activities like picking and grilling shiitake mushrooms at Shiitake Mushroom Village. The Amagi mountains of Izu offer another unique experience, featuring Japan’s largest cultivated area for water wasabi—a region designated as a Globally Important Agricultural Heritage System.

For adventurous travelers seeking unconventional experiences, options 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 while exploring the region’s maritime culture.

This strategic approach not only aims to boost tourism revenues but also supports rural economies, preserves agricultural traditions, and offers international visitors an authentic, deeply engaging experience of Japan’s culinary landscape. By transforming food and agricultural experiences into compelling tourism offerings, Japan is redefining cultural exchange and economic development.

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