Business · Companies · 1 hr ago
Japan turns to rural tourism as Chinese visitor numbers fall
Japan is promoting rural areas to sustain its tourism boom as Chinese visitor numbers fall.
The decline followed Prime Minister Sanae Takaichi’s remarks about a possible Taiwan crisis in November 2025, which angered Beijing.
Japan aims to attract 60 million foreign visitors a year by 2030, about 40 percent more than in 2025.
More than 60 percent of foreign visitors’ overnight stays are in Tokyo, Kyoto and Osaka, raising concerns about overcrowding while rural communities miss out.
In Rikuzentakata, a town still recovering from the 2011 earthquake and tsunami, local entrepreneur Kyohei Oikawa uses wine and seafood to draw visitors.
He plans to open a winery and tasting facility next spring, with support from revenue raised through Japan’s departure tax.
The government has increased tourism funding and requested more for fiscal 2027, but experts say rural areas also need better services, transport and local involvement.
Japan is seeking to attract more tourists to rural communities as Chinese visitor numbers fall.
The decline followed Prime Minister Sanae Takaichi’s November 2025 remarks about a potential Taiwan crisis, which angered Beijing.
The government aims to attract 60 million foreign visitors annually by 2030, about 40 percent more than in 2025.
More than 60 percent of foreign visitors’ overnight stays are concentrated in Tokyo, Kyoto and Osaka.
Tourism officials and businesses are promoting local food, culture and experiences, while experts say rural tourism also needs better services and transport links.
- Who
- The Japanese government, tourism officials and rural businesses are seeking to attract more visitors. Chinese visitor numbers are falling.
- What
- Japan is promoting rural tourism to sustain its tourism boom and work toward its annual visitor target.
- When
- The government’s target is for 2030. Chinese arrivals fell after remarks in November 2025.
- Where
- Japan, particularly rural communities outside Tokyo, Kyoto and Osaka.
- Why
- The fall in Chinese visitor numbers threatens Japan’s 2030 tourism goal, while visitors and overnight stays are concentrated in major cities.
This story does not have two clearly opposing sides.
Kyohei Oikawa returned to Rikuzentakata and began growing wine grapes.
Prime Minister Sanae Takaichi made remarks about a potential Taiwan crisis that angered Beijing.
Japan raised its departure tax from 1,000 yen to 3,000 yen per person leaving the country.
Tourism-related budgets funded by the departure tax rose to 130 billion yen.
Oikawa plans to open a winery and tasting facility in the hills east of Rikuzentakata.
The government requested 180 billion yen for tourism-related budgets.
- 2030 visitor target
- 60 million foreign visitors annually
- Departure tax
- Raised from 1,000 yen ($6.3) to 3,000 yen per person leaving Japan
- Fiscal 2026 tourism budget
- 130 billion yen
- Fiscal 2027 budget request
- 180 billion yen
- Overnight stays
- More than 60 percent of foreign visitors’ stays are in Tokyo, Kyoto and Osaka
- Rikuzentakata project
- Kyohei Oikawa plans to open a winery and tasting facility next spring
What people are saying
Repeat visitors tend to choose rural areas as travel destinations
We want foreign tourists who have come to love Japan to explore more parts of the country.
rural tourism requires more than subsidies and promotion