Japan is launching an ambitious initiative to transform culinary tourism, positioning its rich gastronomic landscape as a key driver of international visitor engagement and regional economic revitalization.
The Japanese government has set an aggressive target of attracting 4.5 trillion yen (approximately US$28.6 billion) in food and beverage spending from international tourists by 2030. This strategic plan, spearheaded by the Ministry of Agriculture, Forestry and Fisheries, aims to showcase Japan’s diverse regional cuisines and agricultural experiences through innovative tourism programs.
Currently, international visitors have contributed 1.6 trillion yen in food and beverage expenditures in 2023, with promising growth indicators suggesting substantial potential. A remarkable 21 percent year-on-year increase in tourist arrivals during the first half of 2025 signals growing international interest in Japan’s unique culinary landscape.
To facilitate this gastronomic exploration, MAFF has launched Savor Japan, an innovative website designed to connect travelers with immersive regional culinary experiences. The platform allows users to discover extraordinary food-related activities across Japan’s diverse regions, categorized by food, scenery, activities, and sightseeing opportunities.
The initiative goes beyond traditional tourism approaches by offering hands-on, authentic experiences that provide deep cultural insights. In Shizuoka Prefecture, for instance, visitors can engage in interactive 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 and recognized as a Globally Important Agricultural Heritage System.
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, connecting directly with the region’s maritime culture.
These carefully curated experiences represent more than mere tourist attractions—they are strategic economic tools designed to revitalize rural communities, support local agriculture, and create sustainable tourism models that benefit both visitors and local populations.
By transforming culinary encounters into meaningful cultural exchanges, Japan is positioning itself at the forefront of experiential tourism, offering travelers an unprecedented opportunity to explore the country’s rich gastronomic heritage through direct, memorable interactions.
