Japan is launching an innovative nationwide initiative to transform culinary tourism into a major economic driver, targeting an ambitious 4.5 trillion yen (US$28.6 billion) in food and beverage spending by international visitors by 2030.
The strategic plan, spearheaded by the Ministry of Agriculture, Forestry and Fisheries (MAFF) in partnership with the Japan National Tourism Organization, aims to showcase the country’s diverse regional culinary landscape through immersive agricultural experiences and unique local encounters.
Currently, international visitors have already demonstrated significant appetite for Japanese culinary experiences, with 1.6 trillion yen in food and beverage spending recorded in 2023. The promising 21 percent year-on-year increase in tourist arrivals during the first half of 2025 signals strong potential for growth in gastronomic tourism.
To facilitate these unique experiences, MAFF has launched Savor Japan, an innovative website designed to connect travelers with authentic regional culinary adventures. The platform allows users to explore destinations by region, food, scenery, activities, and sightseeing, highlighting lesser-known culinary experiences across Japan.
Regions are developing distinctive, immersive experiences that go beyond traditional tourism. In Shizuoka Prefecture, travelers can engage in hands-on activities like picking and grilling shiitake mushrooms at Shiitake Mushroom Village. The Amagi mountains of Izu offer another remarkable experience, featuring Japan’s largest cultivated area for water wasabi, recognized as a Globally Important Agricultural Heritage System.
More adventurous travelers can explore unique experiences like electric kick scooter tours in Abashiri, a port town in eastern Hokkaido. These tours provide an intimate glimpse into local fishing traditions, allowing participants to observe fishermen unloading fresh salmon and scallops while exploring the region’s maritime culture.
The comprehensive strategy represents more than just a tourism initiative—it’s a nuanced approach to cultural exchange, economic revitalization, and sustainable regional development. By connecting international visitors with local producers, communities, and traditions, Japan is creating a model for culinary tourism that celebrates both economic growth and cultural preservation.
